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Marketing Management Assignment Structure-

Marketing Strategy (Brand)

For your brand of choice, please prepare a marketing strategy on the below guidelines. This should clearly reflect the marketing mix – product, place, price, promotion and packaging as discussed in the class. The learning’s on Brand Equity in the class should be the emphasis of the assignment.

Please note the brand should have linkage in the UAE – must be an existing brand or a brand that intends to be introduced in the UAE.

1. Executive Summary – summarizing points 2-8.
2. Brand Overview – describe the current status of the brand with a brief historical background. Also, define the brand’s current state on the Product Life Cycle.
3. Competition Overview – Define competition
4. Target Market – Define who is being targeted
5. Segmentation – Demographics, Behavior, Psychographics
6. SWOT – on brand or industry
7. Market Research if any carried out – if no research carried out then suggest a need if any
   • Product – BCG matrix. Also, include packaging plans if any.
8. Place – Choice of retail strategy
9. Price – penetrative or skimming or competitive
10. Promotion – pull or push strategy including choice of medium – digital or traditional
11. Conclusions and Recommendations – suggestions for change in current practices if any to make it more effective should be discussed.
12. Appendix – Any other information you may provide.

 

• Font, size 11, one-inch margin all four sides, single spacing, MS Word. 10-12 pages.

 

 

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