Developing a marketing plan can be a challenge, but it is essential to the success of todays products. Select ONE of the options below and create a mini-marketing plan.

Option	Product	Target Market
1	Scented sunscreen in spearmint, coconut, lime, and strawberry	Millennial families (ages 23-38) living in coastal communities
2	Cosmetic line	Teens who are environmentally conscious
3	Campus coffee shop to support the Veterans Resource Center (Links to an external site.)	Ventura College students

Mini Marketing Plan

1. Introduction Identify the option you have chosen.

• Option/product chosen

2. Target Market Identify the target market for your product. (Chapter 3)

• Describe your target market in 1-2 sentences.
• List the market segmentation approaches you used for your target market. Be specific.

3. Positioning Statement Write a positioning statement for your product. Think about how your business will uniquely (different from your competitors) satisfy the target markets needs and wants. Also, think about what type of personality you want to establish for the product and brand. (Chapter 8)

• Positioning statement

4. Product: Branding Develop a brand for your product that includes a brand name and description of the brand voice/personality. Consider these questions to assist with your decisions: What image will your product convey? How will it help your business succeed? How do the brand name and design support the image? What features and benefits will you emphasize? (Chapter 9)

• Brand name
• Brand voice and personality

5. Product: Packaging Describe the design of your packaging and the function the packaging performs. (Chapter 9)

• Package Design
• Packaging Function(s)

6. Price Develop a pricing strategy for your product. Consider these questions to help you create the strategy: What price will you charge for your product? What factors or criteria did you use to determine your price? What pricing tactics will you use? What is the competitions pricing strategy? (Chapter 11)

• Explain and justify your pricing strategy.

7. Place/Distribution Design one channel of distribution for your product. Be specific and provide rationale/explanation for your decisions. (Chapter 12)

• Channel of Distribution
• Discussion / Rationale

8. Promotion Develop a promotion mix by describing one way you will use two of the promotional tools. Each description must include the what, where, when, and why for each tool. Be specific. How will you develop a consistent message about your product? What approaches to advertising, public relations, sales promotion, and/or social media should you use? What factors affect the decisions about your promotional mix? (Chapter 13)

• Promotion Tool 1
• Promotion Tool 2