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Summarize why you think the brand is successful (or not successful if you choose a brand that has seen a declining market share)

by | Nov 12, 2022 | Marketing

 

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Instructions
The purpose of this assignment is to review the strategy of a product using the 4 P framework. You need to select a product or product that:
a) that is a packaged consumer good (part of the assignment is to describe the package design)
b) for which you can find market share data in either Mintel or Passport
Important: you should select a product, not a company. For example, the company Coca-Cola has many different products lines and brands, but each brand has a different strategy.
Please review the sample paper before you start writing your own paper:
MKTG 360 Market Strategy Analysis annotated sample assignment.pdf
Content of the paper
Your paper should include the following sections:
Introduction. This section needs to include sales and market share data
Product strategy. You will describe the product line, one functional and one psychological benefit, the package design, and provide background information about the brand name. You need to include a visual of the package design.
Distribution (Place) strategy. You will describe where this product is sold and need to include both labels of types of retailers, as well as examples of specific retailers. You will summarize the strategy using keywords we used in class.
Pricing strategy. You need to compare the price of your product with prices of at least two competing brands. The comparison should be presented in a table.
Promotion strategy. You will provide an overview of the communication tools the company uses and describe a few examples of specific social media posts or ads in other media.
Target market and positioning strategy. Based on your description of the brand’s strategy you will identify what you think the target market is using two segmentation variables. You will summarize the strategy using a positioning statement format. Make sure to follow the format in the sample:
To [insert target market description and general need], [insert brand name], is a [insert product category] that [insert a description of the point of difference].
Conclusion. Summarize why you think the brand is successful (or not successful if you choose a brand that has seen a declining market share)
References. You can use any established reference format that you are familiar with.
Your paper should be 600 – 700 words and follow the format of the sample paper. Please save your paper as a PDF file before submitting it. This will make sure that the paper looks the same to us when we review your work.
below is an example done how it should be. including images and graphs

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