Introduction (note this is not bold)Describe or list the feedback you received on Part A of your marketing plan. Do not just list the feedback. Explain how you will use the feedback to improve your plan. Next, re-introduce your company you shared in Part A. Lastly, review what you will share; branding strategy, primary and secondary target markets, positioning statement, and consumer behavior.Branding StrategyWrite an introduction here (minimum of three sentences). Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. For each of these sections below, provide rationale. Each section should be a minimum of three sentences.Brand NameText starts here, provide rationale (minimum of three sentences).LogoText starts here (do not start with an image of your logo, describe first); provide rationale (minimum of three sentences). Relay what the logo means, example Nike’s swoosh logo. If you use an image of a logo, make sure you use APA formatting (labeled Figure 1 include description per APA). Example below: Figure 1. Your company name logo and short descrption.SloganText starts here, (do not start with your slogan, describe first); provide rationale (minimum of three sentences).Brand ExtensionText starts here, provide rationale (minimum of three sentences).Primary and Secondary Target MarketsDetermine the primary and secondary target markets for your company. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary. Considerations for your target markets should be age, lifestyle values, attitudes, wants and needs, gender, number of kids, education income, stage in the household lifecycle, geographic location (urban vs. rural, etc.), or risk orientation, etc. This section is worth 48 points, make sure your target market is not too broad, be focused and concise using a multiple of characteristics. Target market and segmentation choices are perfect topics for scholarly references to substantiate your position (search in library for peer-reviewed, journals, see image below). Also, see textbook for a variety of segments to consider, pages 93-104. Positioning StatementStart with an introduction sentence or two. Then state what is your unique selling proposition (USP), who do you consider to be your competitors, and how does their positioning statement (as they are seen in the marketplace, what’s their USP differ than yours. Include a perceptual map that shows your company’s position against its competitors. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map (suggestion: use Snip-it or Jing to take an image to drop in Word to keep the formatting you created). See textbook pages 107-113. Follow APA Figure formatting (your map should be labeled Figure 1 or 2, depending on if you used a figure for a logo, include description per APA). Figure 1 example is below: Figure 1. Perceptual map representing Your Company Name in relation to competitors XYZ company, ABC company, and AAA company.From this map, create a statement that depicts your position. Prepare a positioning statement (i.e., “For customers who want [segment], our brand is the best at [unique selling proposition—competitors and competitive advantage].â€). See textbook pages 107-113.Under Armour example: Under Armour’s mission statement is: “Under Armour’s mission is to make all athletes better through passion, design and the relentless pursuit of innovation.†A converted position statement might be: “For athletes who want to be the best, Under Armour is the best at making all athletes better through passion, design, and the pursuit of innovation.â€Note: See page 110 in the textbook for example of another perceptual map. Consumer Behavior of Target MarketExamine the relevant consumer behavior for your target market (use segmentation and targeting rationale from your textbook). Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market. Objective is to examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing. Remember your target market should consist of more than one characteristic (e.g., age, lifestyle values, attitudes, wants and needs, gender, age, number of kids, education income, stage in the household lifecycle, geographic location (urban vs. rural, etc.), or risk orientation, etc.). Good place to use references on consumer behavior from Journal of Marketing. See above for how to find these in the library.ConclusionSummarize the plan to this point (minimum of three sentences) and you should not include any new thoughts (just summary). References (note this is centered and not bold and on a separate page)Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. In order to receive most points, submit four quality references. These resources should be industry specific and relate to your chosen product / service. Note: Newspapers, magazines, and other Websites do not qualify as academic resources and although you should reference if you use, they do not count towards your minimum. Quality references are peer-reviewed, scholarly journal published in the last 5 years. A good way to incorporate is by using Journal of Marketing for your theories and consumer behavior observations. Listing your references without applying them in your text (citations) is not acceptable!!! See proper formatting in APA hints on page 8 of this document. Tips and APA Formatting (delete this from your paper)Below are tips and notes to guide you writing an APA paper. Use this information as a reference and ask if you have any questions.Tips and Notes:1. NEVER plagiarize: Plagiarism: act of using someone else’s ideas, words, figures, unique approach, or specific reasoning without giving appropriate credit.2. Always include an introduction for your Heading 1 topic (example: Environmental Analysis) to explain to the readers what they learn in the section you are introducing.3. Paragraphs should be complete, such as a minimum of three sentences:a. “Put only one main idea per paragraph. b. Aim for three to five or more sentences per paragraph. c. Include on each page about two handwritten or three typed paragraphs. d. Make your paragraphs proportional to your paper. Since paragraphs do less work in short papers, have short paragraphs for short papers and longer paragraphs for longer papers. e. If you have a few very short paragraphs, think about whether they are really parts of a larger paragraph—and can be combined—or whether you can add details to support each point and thus make each into a more fully developed paragraph.†(https://owl.english.purdue.edu/owl/resource/606/02/ )f. http://blog.apastyle.org/apastyle/2011/12/the-long-and-the-short-of-it.html g. http://arc.aje.com/editing-tip-sentence-length/ 4. Don not use (or minimize): a. they (minimize, pronouns, use actual names/titles for clarity)b. thesec. there ared. thing e. itf. thisg. Ih. wei. youj. one or onesk. somel. a lotm. a ton n. reallyo. very5. Use of contractions – spell out6. Use of conjunctions: https://owl.english.purdue.edu/owl/resource/598/1/ An independent marker word is a connecting word used at the beginning of an independent clause. These words can always begin a sentence that can stand alone. When the second independent clause in a sentence has an independent marker word, a semicolon is needed before the independent marker word.Ex. Jim studied in the Sweet Shop for his chemistry quiz; however, it was hard to concentrate because of the noise.a. Some common independent markers are: also, consequently, furthermore, however, moreover, nevertheless, and therefore.7. Findings: are past tense8. Use of italics: https://owl.english.purdue.edu/engagement/2/1/45/ : only Italicize the titles of magazines, books, newspapers, academic journals, films, television shows, long poems, plays, operas, musical albums, works of art, websites.APA Guidelines:1. American Psychological Association (2010). Publication manual of the American Psychological Association (6th ed.). Washington, DC: Author.2. APA Website: www.apastyle.org3. Updated APA guideline notes on ELCSE website under Student Resources (http://www.aug.edu/elcse/ELCSE_APA_Guidelines.pdf)4. Sample paper – guideline to Headers: https://owl.english.purdue.edu/owl/resource/560/01/5. Numbers: https://owl.english.purdue.edu/owl/resource/560/01/ 6. Formatting Tables and Figureshttps://owl.english.purdue.edu/owl/resource/560/19/ https://owl.english.purdue.edu/owl/resource/560/20/ 7. How to cite: https://owl.english.purdue.edu/owl/resource/560/01/ • Paraphrasing within text: o In a 1989 article, Gould explores some of Darwin’s most effective metaphors.• Author cited in text:o Gould (1989) attributed Darwin’s success to his gift for making the appropriate metaphor.• Author not cited in text:o As metaphors for the workings of nature, Darwin used the tangled bank, the tree of life, and the face of nature (Gould, 1989).• Multiple works within the same parenthesis:o Several studies (Balda, 1980; Kammil, 1988; Pepperberg & Funk, 1990) confirm the use of metaphors increases learning.• First citation in text:o Wasserstein, Zappula, Rosen, German, and Rock (1994) found. . . o The use of metaphors was found to be helpful (Wasserstein, Zappula, Rosen, German, & Rock, 1994) • Subsequent citations (3 or more authors):o Wasserstein and colleagues (1994) foundo Wasserstein et al. (1994) foundo The use of metaphors was found to be helpful (Wasserstein et al., 1994)• Authors With the Same Last Name: To prevent confusion, use first initials with the last names.o (E. Johnson, 2001; L. Johnson, 1998)8. Direct quote from author: (use sparingly): a. Gould (1989) explains that Darwin used the metaphor of the tree of life “to express the other form of interconnectedness-genealogical rather than ecological-and to illustrate both success and failure in the history of life†(p.14).9. Direct quote without name of author:a. Darwin used the metaphor of the tree of life “to express the other form of interconnectedness-genealogical rather than ecological†(Gould, 1989, p.14).10. References: • References are listed on separate page, header is centered, do not bold• Notice no first names used, only initials and in alphabetical order.• Only citations that appear in the text should appear on the reference page• Everything cited in the text should appear on the reference page.• References are double-spaced, flush left with subsequent lines indented 5 spaces• Examples:o Online Periodicals General format:Author, A. A. (date). Title of article. Title of Journal, volume(number), page numbers. doi: xx.xxxxxxxo Example:Herbst-Damm, K. L., & Kulik, J. A. (2005). Volunteer support, marital status, and the survival times of terminally ill patients. Health Psychology, 24, 225-229. doi: 10.1037/0278-6133.24.2.225o Book General format:Author, A. A., Author, B. B., & Author, C. C. (year of publication). Title of work: Capital letter also for subtitle (number ed.). Location City, State Abbreviation: Publisher.o Example:Anderson, A. B., Smith, S. D., & Jones, J. C. (1978). A distant mirror: The calamitous fourteenth century (3rd ed.). New York, NY: Knopf.• DOIs are unique strings of numbers used to identify online articles’ content and provide a persistent link to their location on the Internet.o When DOIs are present, no longer have to include URL.o When DOIs are not present, include URLo https://owl.english.purdue.edu/owl/resource/560/01/ o Finding DOIs: http://www.crossref.org o Example without a DOI:Sillick, T. J., & Schutte, N. S. (2006). Emotional intelligence and self-esteem mediate between perceived early parental love and adult happiness. Applied Psychology, 2(2), 38-48. Retrieved from http://ojs.lib.swin.edu.au/index.php/ejapThis is what I need to do:Create the second part of your marketing plan:1.Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.2.Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one brand extension.3.Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary. 4.Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. 5.Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.6.Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other similar websites do not qualify as academic resources. Your assignment must follow these formatting requirements:•Be typed, double- spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.•Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length. The specific course learning outcomes associated with this assignment are:1. Analyze marketing environments and strategies used to strengthen product or service positioning.c. Examine the marketing science of customer behavior and products in the marketing exchange process.2. Evaluate marketing strategies used to create/communicate customer value.a. Analyze the marketing framework through a situation analysis.b. Evaluate target customer segments and positioning products within these segments.c. Evaluate the basis for market segmentation and approaches to segmentation.3. Create an effective marketing plan.a. Develop recommendations based on market analysis and strategy.b. Develop strategies to assess performance and achieve marketing goals.c. Develop dynamic strategies for competing. d. Develop branding strategies for existing and new products or servicesThis was the feedback:Good mission statement. More rationale was needed. What does the mission statement convey to consumers/customers as well as internal employees and stakeholders -see purpose of a mission statement, page 21 of textbook.GoalsDid not provide detailed goals and measurements. Review SMART goals: S. – Specific; M. – Measurable; A. – Assignable; R. – Realistic; T. – Time based. Measurements?Environmental AnalysisDid not submit an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.SWOT AnalysisThis section should include both a written SWOT analysis containing at least three of each elements with rational and a SWOT table summarizing each. Missing a few elements of your SWOT analysis. See textbook page 21.References and CitationsDoes not meet the required number of references; some or all references poor quality choices. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. In order to receive most points, you must submit four or more. These resources should be industry specific and relate to your chosen product / service. Note: Newspapers, magazines, and other Websites do not qualify as academic resources and although you should reference if you use, they do not count towards your minimum. Quality references are peer-reviewed, scholarly journal published in the last 5 years. A good way to incorporate is by using Journal of Marketing for your theories and consumer behavior observations.Listing your references without applying them in your text (citations) is not acceptable.Every statement you make that you got from somewhere needs to be paraphrased (not copied and pasted) and cited along with reference provided in reference section. Every sentence (its not sufficient to use at end of paragraph or once in the paper).
