• What is the brand name of your for-profit business/organization?

Unloaded, LLC

• What is the new product, not currently in existence, that will generate revenue for which you will be building a marketing plan and strategy during this class? Give the product a name and briefly describe it.

The new product offered to the new market will be an UnLoaded ProActive Hoodie.

• Look up "brand extension" in your Kotler text and describe whether your product is considered a line or a category extension.

This product is considered a line extension, as it extends the product line of t-shirts and hats.

• How will you acquire information to form a marketing plan during this class? What research will you undertake? Be specific.

We will undertake both primary and secondary research avenues for accurate communications. The primary research conducted will include surveys, interviews, and observational studies with focus groups. The secondary research will consist of industry publications, competitor analysis and review of market trends and reports to gather sufficient data to make a strong stance for this product. To prepare for this marketing plan, we will analyze the market in which the expansion will be proposed.

• Will your new product be marketed domestically or globally? Why?

The product will be marketed domestically in the Canadian market. Canada is the ideal market for our product. It is a large and growing market that has a high concentration of fitness enthusiasts and athletes. The weather in Canada also provides purpose for this market domestically.

• Describe the key customer market (who are you targeting?)

The key customer market for UnLoaded ProActive Hoodie are fitness enthusiasts and athletes of all ages, genders, and backgrounds. Our target market customers will consist of professional and amateur athletes as well as those who enjoy being fit and active.

 

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