MKT 250 PRINCIPLES OF MARKETING

Final Project Instructions: MKT 250 PRINCIPLES OF MARKETING Final (Checkpoint) Project Assignment You are a Chief Marketing Officer (CMO) recently hired to develop a new product line or brand extension for a company’s product/brand (Note: students choose the company and brand/product). Based on the company’s mission and goals status in the market current target market(s) and brand power you will develop a Marketing Plan for the new product/brand extension. This is an individual project. The organization you choose needs to be a publicly-traded company thus allowing you to gain access to its financial data and market performance. It cannot be a privately-owned company nor a start-up. The new product or brand should relate to the company’s mission and target market(s) or to a lucrative new market segment. The decision is yours! The assignment includes many of the areas that are covered in the course discussed and learned from the text and class discussions. This project will demonstrate the understanding and the applications of the course learning outcomes. Therefore the content should be based on the latest marketing methods and tools available as well as based on the iBook which should be used as a reference for the project. This project must have a cover page (with the title you have given it your name course number and section and semester and year of the course). On the second page you will provide a Table of Contents. On page 3 you may begin with the Introduction heading and only use the required headings for the assignment. Students will be writing a formal business memo/white paper. The memo/white paper will consist of 5-7 content pages (+ cover and appendix). The memo should highlight and recap the important parts of the formal presentation. The memo/white paper should be written in Times New Roman font size 12 single-spaced with 1” margins all around. Please submit your final document as a PDF in Canvas. Direct quotes must be appropriately cited. Bullet-points are allowed but should comprise a small portion of the entire document. The document must be written in narrative 3rd-Person format free of colloquial (casual) lingo. Tables and figures are likely to be useful for this assignment. These should be placed in the Appendix (with a title for each one) and discussed in the appropriate section. When these are discussed reference them in the text or body of your report e.g. See the Appendix Table (title/name). The VP for Marketing needs to know all of the facts and findings that is explained clearly and extremely well (as if the VP does not know anything about your findings). Your statements and findings must not only be clearly stated and logical but also supported by your research (with cited sources of information). Furthermore all facts (other than common knowledge) must be cited in the text or body of the report and the informational source listed in the References section using APA style guidelines. A fact is more than just a number (e.g. statistic) but also a definitive/specific point statement or information unknown to others e.g. the VP any reader of the report. Such facts and informational sources should include of course the organization its retailers competitors current and potential customers the Internet Lynn Library (databases and hardcopy publications) and other personal interviews that are applicable to determining successful market research findings and developing a market assessment and analysis report. MKT 250 PRINCIPLES OF MARKETING Critical Assignment At the end of this course students should be able to formulate a Marketing Mix Strategy and perform a SWOT analysis. Specifically they should be able to: Students will be able to: Rubric for MKT 250 Critical Assignments MKT 250 – Assessment Rubric Learning Outcomes 4 3 2 1 0 Create and develop a new product strategy (SLO 11.1 11.6 13.4) New product strategy is thoroughly & analytically identified and described New product strategy is appropriately identified and described New product strategy is sufficiently identified and described New product strategy is insufficiently identified and described New product strategy fails to identify and describe the new product Create and develop a brand positioning strategy (SLO 11.3 13.4) Brand positioning strategy is thoroughly & analytically identified and described Brand positioning strategy is appropriately identified and described Brand positioning strategy is sufficiently identified and described Brand positioning strategy is insufficiently identified and described Brand positioning strategy fails to identify and describe the points of difference Create a pricing strategy for the proposed new product (SLO 11.3 13.4) Pricing strategy is thoroughly & analytically identified discussed explained and/or supported with evidence Pricing strategy is appropriately identified discussed explained and/or supported with evidence Pricing strategy is sufficiently identified discussed explained and/or supported with evidence Pricing strategy is insufficiently identified discussed explained and/or supported with evidence Pricing strategy fails to identify and discuss the pricing with supporting evidence Create a promotional mix strategy for the proposed new product (SLO 11.3 11.4 13.4 13.7)

Promotional mix strategy is thoroughly & analytically identified discussed explained and/or supported with evidence Promotional mix strategy is appropriately identified discussed explained and/or supported with evidence Promotional mix strategy is sufficiently identified discussed explained and/or supported with evidence Promotional mix strategy is insufficiently identified discussed explained and/or supported with evidence Promotional mix strategy fails to identify and discuss the advertising with supporting evidence Create a distribution strategy for the proposed new product (SLO 11.3 13.4) Distribution strategy is thoroughly & analytically identified discussed explained and/or supported with evidence Distribution strategy is appropriately identified discussed explained and/or supported with evidence Distribution strategy is sufficiently identified discussed explained and/or supported with evidence Distribution strategy is insufficiently identified discussed explained and/or supported with evidence Distribution strategy fails to identify and discuss the distribution with supporting evidence Create a digital strategy for the proposed new product (SLO 11.4 11.6 13.4 13.7) Digital strategy is thoroughly & analytically identified discussed explained and/or supported with evidence Digital strategy is appropriately identified discussed explained and/or supported with evidence Digital strategy is sufficiently identified discussed explained and/or supported with evidence Digital strategy is insufficiently identified discussed explained and/or supported with evidence Digital strategy fails to identify and discuss the distribution with supporting evidence I ATTACHED MY MARKTETING PLAN AND WHAT I ALREADY STARTED FOR THE PAPER

Requirements: 5-7

Create and develop a new product strategy. (SLO 11.1 11.6 13.4) Create and develop a brand positioning strategy. (SLO 11.3 13.4) Create a pricing strategy for the proposed new product. (SLO 11.3 13.4) Create a promotional mix strategy for the proposed new product. (SLO 11.3 11.4 13.4 13.7) Create a distribution strategy for the proposed new product (SLO 11.3 13.4) Create a digital strategy for the proposed new product. (SLO 11.4 11.6 13.4 13.7) Identify and analyze strengths and weaknesses related to the proposed new product. (SLO 11.2 11.6) Identify and analyze opportunities and threats related to the proposed new product. (SLO 11.2 11.6) Demonstrate proficient writing skills. (SLO 13.6) Create and develop a new product strategy. (SLO 11.1 11.6 13.4)Create and develop a brand positioning strategy. (SLO 11.3 13.4)

Create a pricing strategy for the proposed new product. (SLO 11.3 13.4)Create a promotional mix strategy for the proposed new product. (SLO 11.3 11.4 13.4 13.7)Create a distribution strategy for the proposed new product (SLO 11.3 13.4)Create a digital strategy for the proposed new product. (SLO 11.4 11.6 13.4 13.7)Identify and analyze strengths and weaknesses related to the proposed new product. (SLO 11.2 11.6)Identify and analyze opportunities and threats related to the proposed new product. (SLO 11.2 11.6)Demonstrate proficient writing skills. (SLO 13.6)