Write everything according our segment for every point and focus on this customer segment only for Guzman y Gomez. 

1. Customer centric focus 

1. What is this segment of customers
2. Why are you focusing on this segment of customers

2. Understanding customers, competitors, and company from this segment's perspective 

i) Interests ii) Shopping patterns iii) Decision making process 

3. Creating, Communicating, and Delivering Customer Value: Overview 

1. Brief intro into your suggested marketing plan (which of creating, communicating and delivering customer value do you recommend)
2. Why these marketing efforts
3. How do these marketing efforts integrate (use visuals like purchase funnel)
4. NOTE only need to do 2 of 3; i.e., not do create, communicate, and deliver customer value, but just 2 of the 3.

4. Creating Customer Value 

1. What is this type of marketing (its goals, purpose, and limitations)
2. Why is this correct marketing to target your current and prospective customers; based on pros and cons of this type of marketing
3. Why is this correct marketing to target your current and prospective customers; based on your segment of customers
   1. Why do customers notice this method ii) Why would customers act based on this method
4. What is the specific content of the marketing effort (what are you specifically suggesting!): SHOW EXAMPLES!
5. How are you specifically reaching your current and prospective customers: SHOW EXAMPLES!
6. How will you measure and evaluate
   1. Include multiple metrics to measure
   2. Include multiple ways of evaluating such metrics (like benchmarks, past efforts, monetary, etc.)

5. Communicating Customer Value 

1. What is this type of marketing (its goals, purpose, and limitations)
2. Why is this correct marketing to target your current and prospective customers; based on pros and cons of this type of marketing
3. Why is this correct marketing to target your current and prospective customers; based on your segment of customers
   1. Why do customers notice this method ii) Why would customers act based on this method
4. What is the specific content of the marketing effort (what are you specifically suggesting!): SHOW EXAMPLES!
5. How are you specifically reaching your current and prospective customers: SHOW EXAMPLES!
6. How will you measure and evaluate
   1. Include multiple metrics to measure
   2. Include multiple ways of evaluating such metrics (like benchmarks, past efforts, monetary, etc.)

6. Delivering Customer Value 

1. What is this type of marketing (its goals, purpose, and limitations)
2. Why is this correct marketing to target your current and prospective customers; based on pros and cons of this type of marketing
3. Why is this correct marketing to target your current and prospective customers; based on your segment of customers
   1. Why do customers notice this method ii) Why would customers act based on this method
4. What is the specific content of the marketing effort (what are you specifically suggesting!): SHOW EXAMPLES!
5. How are you specifically reaching your current and prospective customers: SHOW EXAMPLES!
6. How will you measure and evaluate
   1. Include multiple metrics to measure
   2. Include multiple ways of evaluating such metrics (like benchmarks, past efforts, monetary, etc.)

7. Budget: WHAT, WHY, and HOW to SPLIT this budget? 

1. Specifics for why this overall budget for your marketing method
2. Specifics for why this allocation between different suggestions
3. WHAT IS your specific measures of success (make sure to include at least one breakeven or ROI based measure)