Week 7 Assignment – Marketing Plan Part B

Overview

In this assignment, you will use the same hypothetical company from Part A to develop the company’s branding strategy, primary target market, a podcast, a perceptual map, and a positioning statement.

Note: You should make all assumptions needed for the completion of this assignment.

Expand AllInstructions

Complete this assignment using the

[DOCX].

Step 1: Use the Marketing Plan Template Part B to complete Part B by developing 3 to 4 double-spaced pages, excluding the title page and sources page. Save it as Lastname_Firstname_MKT500_MarketingPlan_PartB_Assignment.

Step 2: Follow the instructions carefully as you complete each assignment, updating and improving the content based on instructor feedback.

Step 3: Review the assignment rubric to ensure you have met all requirements and submit the completed template using the assignment link in your course.

Section InstructionsMarketing Plan B Summary

1. Develop an introduction for Part B of the Marketing Plan that includes key components.

• Include the company name, type of business, the product it makes or the service it provides, and location.

Your answer in this section should be 1-2 paragraphs.

Branding Strategy

2. Develop a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension.

• Include a detailed rationale that supports each selection for your branding strategy.
• Note: You can include photos or other visuals for your logo, but they must be original.

Your response in this section should be 2-3 paragraphs. Use complete sentences.

Primary Target Market

3. Analyze your primary target market (audience) for your product or service.

• Include the following in your analysis.
• The demographic profile (age, gender, ethnicity, etc.), psychographic, behavioral, and geographic profiles. (Note: refer to the Week 4 discussion and the exercise on buyer persona)
• The relevance of the branding materials.
• Target market and segmentation choices are perfect topics for scholarly references to substantiate your position. Search in the library for peer-reviewed journals.

Mini Podcast Promoting Your Product or Service

This week, you learned about companies that use audio (and podcasts specifically) to deliver their message to their target audience. In this part of your assignment, you will create a mini podcast episode to promote your product or service to your target market.

4. Develop a script for a 60-90 second podcast that promotes your product or service. Enter your script into the template.

• A target market promotion (3-4 paragraphs).

5. Create a 60-90 second podcast (audio file) that promotes your product or service. The goal of the podcast is to reach your primary market (audience).

• Follow your written script when recording your podcast.
• Refer to the instructions
• (PDF) to help you record your audio podcast. Dont worry! You can record the audio more than once before you submit it.
• Follow the instructions in the PDF to copy and paste a link to your My Media (Kaltura) audio file below your podcast script, in the template.

Perceptual Map

6. Create a perceptual map that shows your companys position against its competitors.

• You may use a
• , Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
• Copy and paste the perceptual map into the template to include it with the rest of your response.

Positioning Statement

7. Develop a positioning statement based on the perceptual map that shows the company’s position against its competitors.

• Include the following required components in your statement.
• Explain your target audience
• Explain one company that is your closest competitor
• Explain why your hypothetical brand is better than the closest competitor.

Your response in this section should be 3-5 paragraphs. Refer to the perceptual map maker link in the required resources for the assignment.

Provide at least two current (within 5 years) academic resources from the Strayer Library and/or outside sources. Note: Wikipedia and Web-based blogs do not qualify as credible resources. In-text citations are required when paraphrasing or quoting another source. Cite each source listed on your source page at least one time within your assignment.

For help with research, writing, and citation, access the or review . For citing social media resources, refer to

This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the for all support. Check with your professor for any additional instructions.

The specific course learning outcome associated with this assignment is:

• Develop a branding strategy for a target market based on relevant consumer behavior.