Select a brand for the project – It should be a brand that has a lot of varied 

Select a brand for the project. It should be a brand that has a lot of varied marketing efforts that you can analyze. Your next step is to identify and describe the target market for the products about which you are writing. Do not say something like “young, mid-to-upper class women who wash their hair,” but consider the target market identified and described.

Select a brand for the project – It should be a brand that has a lot of varied

a. Select a brand for the project. It should be a brand that has a lot of varied marketing efforts that you can analyze.

b.    Your next step is to identify and describe the target market for the products about which you are writing. Do not say something like “young, mid-to-upper class women who wash their hair,” but consider the target market identified and described. Try to pinpoint the thing(s) that makes the target market respond to the firm’s marketing mix in ways that are different from people who are not members of it. For example, “young mid-to-upper class women who wash their hair, perceive that they might have a dandruff problem, are motivated by prestige and glamour, and like to pamper themselves and are willing to pay a little extra to do it.”

c. Now you’ll discuss the brand’s marketing mix:

Product
i.    Product Positioning. Write a positioning statement for the brand. Use the format presented in the chapter 7 module.
ii.    What are the distinguishing attributes of the product (features and benefits)?
iii.    How is this product different from the competition? Use a Product Positioning Map to illustrate product differentiation.
iv.    Is it appropriate for the target market?
v.    Where is the product in the Product Life Cycle?

Promotion
i.    Describe how the company uses each of the four elements of the promotional mix for this product.
ii.    Describe/illustrate the promotional elements used by the firm (advertising, sales promotion, digital/social media, public relations, etc.). Consider type, appeal and media used.  Include at least one example.
iii.    Describe how the company uses the four elements of the promotional mix for this product.
iv.    Describe/illustrate advertisements used by the firm. Consider type, appeal and media used.  Include at least one example.
v.    How is the promotion similar or different from that of the competition?

Distribution Strategy
i.    What channels are used to distribute this product? Use a flow diagram to illustrate.
ii.    How is the product distributed (Selective vs. Extensive distribution)?
iii.    What types of outlets carry the product?

Pricing Strategy

i. What is the pricing strategy for the product?
ii. Is it appropriate for the target market?
iii. Describe how the price compares with that of key competitors. Illustrate with a price comparison table.

Overall evaluation
– look at the 4 Ps for your brand.  Do pricing, promotion and distribution strategies support the product positioning? Are the strategies developed for the 4 Ps consistent with each other?
If you were the Brand Manager, is there anything you would change? Explain.

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