Your are tasked with developing a marketing plan, including specific recommendations for launching or re$-$launching a service or product, for a company of your choice. You will pitch this plan to your company$$s CEO. The budget is $$250,000.$ The marketing program timeline is one year.

Guidelines for selecting the company:

Identify a product or service in need of marketing support. This can be a product or service that is underperforming, has lost its appeal for a new generation of consumers, or has the capacity to increase market share and reach new markets for the company. For example, Axe repositioned its men$$s deodorant with a quirky advertising targeting women to appeal to a younger generation. The company$$s research had identified that women often buy deodorant for their boyfriends$/$husbands$.$

If you pick a large, well$-$known company like Apple, pick a specific product. Do not try to cover all of the company$$s products and services. The marketing opportunity needs to be very specific.

You do not need to have inside knowledge of this business, nor do you need access to marketing research on this business.

The company and its products and services need to exist and be well$-$documented. It cannot be a fictional company.

Develop a marketing plan

Your plan should follow an established format for marketing plans and cover all requirements listed in the Final Assignment. Use the marketing plan format uploaded on Canvas in the Final Presentation Module as guidance for which questions you need to answer to develop a plan. It should include these elements:

Company Overview and Situation Analysis $($SWOT Analysis$)$

SWOT Analysis: The company$$s strengths and weaknesses, and market$/$industry challenges and opportunities

This should include:

insights on current customer base$/$segments$,$

insights on competitors

insights on current marketing channels and activities by the company including the follower numbers on social channels

Marketing Objective: Overview of your marketing strategy

What is the opportunity$/$goal$?$

Focus on a specific market segment and$/$or target audience$($s$)$

Customer Target Audience$/$Customer Persona

Develop an overview and customer persona of your target audience$($se$)$ using customer segmentation criteria

It should include which channels customers use to get information about products and services

Marketing Strategy Overview

Provide an overview of your strategy to unlock this opportunity with your marketing plan

Tactics$/$Marketing Program

How will you roll out the Marketing strategy with supporting tactics?

This is the main part of your presentation. Go into detail for each element of your marketing plan.

Your marketing plan must include new, original marketing ideas, rather than a summary of the company$$s existing practices.

Timeline

Provide a month$-$by$-$month timeline that shows how you will execute the program over the course of $12$ months.

Measurement

How will you measure the impact of your program and that you have reached your set goal? Provide business and marketing metrics aligned with your goal.

Budget Overview:

Explain how you will use the allocated budget of $$250,000$ to implement the program.

All recommended program elements need to be covered by the budget.

Tactics need to be budgeted realistically. For example, if you choose influencer marketing, engaging an A$-$list celebrity will not $$fit$$ into your given budget.