Executive Summary A 1-page summary of your entire report. This is not an introduction – it contains all the important information in your report. Try to write 1-3 sentences about each of the following sections. Target Market Describe your target market. Be sure to use marketing terms from the textbook. Remember there is more to a description than just demographics. Reference chapters 5 and 7. See Target Market Example on last page of this document. Product Describe entire new product. Use marketing terms from the textbook where possible. Reference chapter 9. Promotion Describe how you will communicate your new product to the target market (and the distribution/channel members if appropriate). If you are going to use advertising, describe or sketch the first ad. Don’t forget about promoting to retailers (and wholesalers if you are using them) as part of your Channels strategy. Reference chapter 14. Place Describe how you will get your product to your end customer (your distribution strategy). Consider additional retailers (examples?), wholesalers and your own sales staff. Reference chapter 12. Price What will be your MSRP? What price will the retailers pay? What price will the wholesalers pay? Explain your logic when outlining your strategy. Reference chapters 18 & 19. Positioning and Perceptual Map Create a positioning statement which clearly identifies why potential customers should choose your product. Create a perceptual map, which shows how your product compares to its competitors on the 2 most important attributes. Reference chapter 7.
MRK108 - Introduction to Marketing
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