Step 1: Select a Product or Service.

Mountain Dew Produced By Pepsi Co.

Step 2: Research Product

Step 3: Prepare Marketing Plan Term Project, Part 1 (worth 30% of final grade)

A. Current Marketing Situation

1. Market description

1. 1. Segmentation (describe target market using segmentation characteristics)
   2. Marketing targeting strategy
   3. Value proposition
   4. Factors influencing consumer behavior of the primary target market
   5. Buyer decision process of the primary target market

2. Product review

1. 1. Levels of product/service
   2. Type of product/service
   3. Product/service life cycle
   4. Benefits/features analysis
   5. Differentiation
   6. Branding strategy

3. Competitive review

1. 1. Competitive analysis
   2. Market share
   3. Competitive positions and roles
   4. Strategic sweet spot
   5. Positioning

4. Distribution review
   1. Current supply chain members and roles
   2. Value-delivery network analysis
   3. Current type of distribution strategy

B. Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT)

1. Microenvironments
2. Macroenvironments

C. Objectives and Issues

1. Statement of marketing objective(s) (for first year only)

2. Issues that may hinder marketing objectives

D. Marketing Strategy Recommendations

1. Positioning strategy

2. Product/Branding strategy

3. Pricing strategy

4. Distribution strategy

5. Marketing Communications objectives

6. Marketing Research

E. Action Programs

1. IMC

2. Message design, content, and structure

3. Media choices

4. Promotion mix tools

F. Budgets

1. Objective/task method

G. Controls

1. Metrics needed to monitor marketing plan progress

Finished product: Put it all together by incorporating changes to Part 1 as suggested by your faculty member