You are a marketing specialist tasked with creating a tempting dessert that can effectively compete with Trader
Question:
You are a marketing specialist tasked with creating a tempting dessert that can effectively compete with Trader Joe’s frozen pumpkin cheesecake and strawberries dipped in white chocolate. Then, your assignment is to develop a marketing plan to launch the new dessert nationally.
Before reading any further, we would like you to review Appendix A “Building an effective Marketing Plan” (pp. 56-70) and Chapters 21-22. Please feel free to look up marketing plans in other literature, as well, as you may need it for the paper. As you can see, marketing plans often differ in nature and content depending on many factors such as the nature of the industry, management needs, and the purpose of the plan. However, most plans follow a similar structure. A product or brand plan would include all of the following components (below). Please use this framework to develop the marketing plan for your new dessert:
Executive Summary - a very short (200-250 words) summary outlining the goals and recommendations included in the plan.
Situation Analysis - a concise description (350-700 words) of the current relevant conditions in the market:
Market Summary
Market Needs
Competition
Market Trends
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Marketing Strategies - The main body of the plan explaining the logic by which you hope to achieve your marketing objectives. This includes identifying the target market, outlining the marketing mix strategies and the level of expenditure.
Marketing Objectives
Marketing Strategies
Marketing Tactics
Target market
Demographics
Psychographics
Product positioning (USP)
Marketing Mix
Pricing
Quantity
Product review
Features, benefits
Points of difference
Promotion
IMC
Message
Media
Advertising
Sales Promotion
Distribution
Types
Implementation Milestones
Annotated Bibliography - Please be sure to attach an annotated bibliography to your marketing plan that documents all your sources for the project.