Individual Marketing Plan Project BUS2640

Students will pick a product recently introduced to the market or develop their own idea and write a marketing plan for it. Answer the following information in a 5 to 6-page paper (between 200-300 words a page) plus a title page and reference page in Microsoft Word format (so max 8 pages, plus any appendices). To be submitted via assessment drop box in D2L by date noted in syllabus. You will be graded on your use of complete grammatically correct sentences, the proper use of English and logically organized paragraphs. Standard formatting: 12 point font Times New Roman, double spaced with 1 margins (normal setting in page layout tab in Word), cite all sources APA format. See writing rubric in D2L for grading specifics.

Describe the product in detail, use pictures if available.
Define its benefits and features and write a value proposition (why customers want/need it).
Discuss pricing for the product. What price is the product and what price would you have price the product if you were choosing the price and why?
Develop a promotion you would do for this product. Buy 1 get one free? 25% off? Why this promotion?
Develop a SWOT analysis. What are the Strengths, Weaknesses, Threats and Opportunities for your product? (Must define 2 for each)
Define and give specific demographics for the top 2 target customers.

Research the competition (find 1 direct and 1 indirect) and list their pro and cons in comparison to your product. Complete and insert a competitive analysis chart.

Business name	Website	Product name	Benefits/Features	Pricing	Target Market	Competitive Advantage
Your Product
Direct competitor
Second competitor

Decide and write a detailed marketing objective for the product. Be specific and measurable. For example: Increase new customer visits by 20 per month, purchasing a minimum of 2 items/services.
Develop 3 marketing pieces; choose only one from each category. I am not expecting professional marketing pieces. The idea is these will directly support the marketing objective you wrote. Think through how they are related and what your marketing material should say to support your objective. This will require you to look for samples, develop your own ideas and present them in ways that you know. You can create flyers or advertisements in Microsoft Publisher or PowerPoint. If you are more skilled then use something from the Adobe Suite. I am looking for the quality of thought in your ideas. They should make sense for your marketing goals.
1. Multi-Media Category (pick 1 of the 2 below)
  1. Write a commercial for the radio (30 seconds)
  2. Script out a TV commercial or You Tube video (30 seconds)
2. Print Media Category (pick 1 of the 2 below)
  1. Layout a page magazine or newspaper ad in detail
  2. Create a page mailer to be delivered bulk mail
3. Internet or Digital Category (pick 1 of the 2 below)
  1. Layout the home page for the products website
  2. Create the entire first page of an email newsletter
  3. Design 3 Instagram posts and 3 Tweets related to your marketing objective to be released in sequence over 2 weeks

10. Research how the product is building brand loyalty. (Just 1 or 2 paragraphs)

What is the product/company currently doing to create brand loyalty?
What would you do that the company currently isnt doing to build brand loyalty?

11. Reference Page (APA Format) Must use references

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This is my idea for the project

Chewy may be one of the companies that sell traditional cat trees.

Many cat owners love their pets, but they dont always like how traditional pet furniture fits into their home decor. Common cat trees are often large, made of colorful carpet, and designed purely for functionalityfrequently clashing with the style of the room or environment.

The goal of this project is to introduce a line of premium, designer cat trees that are functional for cats while also being elegant and seamlessly integrated into modern home decor.

WRITE MY PAPER

Individual Marketing Plan Project BUS2640

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