GB530: Marketing Management unit 4

Unit 4 Assignment Rubric
Introduction: The major project in this course is to complete a Brand
Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
Using the Marketing Plan guide found in Doc Sharing, complete and submit the following
components of your Marketing Plan.
Unit 4: Marketing Plan - Developing Strong Brands
3.5 Positioning (refer to Chapters 9 and 10 of your Kotler text)
? Describe how your product/service meets the need(s) of your target market segments.
? Describe how you are different from your key competition. What is the most distinguishing
feature of your new product?
3.6 Strategies: Skip this Section.
3.7 Marketing Mix (refer to Chapters 12, 14 & 18 for help with this section)
Product
? What makes your product different from the competition?
? What gives your product more value than the competition?
Price
? How will you determine what price to charge for your product?
? How will go determine what your product is worth?
? How will your pricing strategy set you apart from your competition?
Place
? How do you plan to distribute your product? Do you have alternative delivery methods in mind?
If so, describe in detail.
? Will you take responsibility for distribution, or will you reply on an outside firm? How will you
decide?[GB530| Marketing Management]
2
Promotion
? What kind of promotional tools will you use? Describe in detail.
? How will you determine what promotional tactics will work best?
? With a limited promotional budget, how do you plan to gain market share?
? How will you go about evaluating the results of your promotional campaign?
3.8 Marketing Research (refer back to Chapter 4 for help with this section)
? What type(s) of marketing research to you think will work best to get you the information you
need to make informed decisions?
? How will you evaluate whether the research is providing you with the results you need?
? Will you conduct the research yourself, or hire an outside firm? Explain why.
Submit your response to the above questions in the Unit 4 Assignment Dropbox.
The components of your Brand Extension Marketing Plan for Unit 4 are evaluated using this rubric.
Unit 4 Brand Extension Marketing Plan Assignment Rubric
Criteria Possible
Points
Positioning Describe how your product/service meets the need(s) of your
target market segments
5
Describe how you are different from your key competition and
your most distinguishing feature
5
Marketing Mix Product: Clearly stated what makes your product different
from the competition
5
Product: Clearly stated what gives your product more value 5
Price: Stated how you will set the price of your product 5
Price: Stated how you will determine what your product is
worth
5
Price: Stated how your pricing strategy will set you apart from 5[GB530| Marketing Management]
3
the competition
Place: Stated how you plan to distribute your product 5
Place: Identified whether you will be responsible for
distribution, or an outside firm, and why
5
Promotion: Described what promotional vehicles are best to
gain customer share for your product
5
Promotion: Described how you will evaluate the success (or
failure) of your promotional objectives
5
Marketing Research Described in detail the kinds of marketing research you feel
will be most effective and how you will evaluate the results
5
Clear business writin