A strategy document on how to market a specific product to a specific target (Hispanics, African Americans, Asian Americans, or another segment as approved by the instructor). Definition of the problem including product and competitive environment and statement of marketing objectives. Why does this brand/product need a marketing plan? Why does your target audience represent a significant opportunity for this product? Who are the competitors? What are the competitors doing to reach your target audience currently? From a marketing perspective, what are you trying to accomplish? Grow awareness? Trial? Increase sales? How do you know these are appropriate goals? Target segment and its Justification within your target market, who is your specific audience: language, age, sex, acculturation, psychographics, etc? Why does this target make the most sense for this product/brand? Identification of media resources and strategy. What media will you use to reach your specific target, based on their media usage? Positioning and message strategy based on consumer insights, part of which could be from personal interviews. What are the most relevant insights to take into consideration for this product/brand? What is the positioning/communication strategy for the brand based on what you know about the product and what you know about your target market? Is this strategy similar/different from the general market strategy? Why? POV on whether the insight(s) leveraged for this positioning and message strategy apply to other multicultural groups and why/why not. Is this insight specific to one multicultural group, or could it be applied to another group? If so, how? If not, what makes it unique? How will you know if the campaign has been successful? What measurement will you put into place to make sure that you are able to track the success/failure of the campaign?