Now it is time to create the promotion piece of your marketing plan.

You are to create a video advertisement.  With your 'commercial' include a write up of where it will be played (where on-line, types of T.V. channels etc).  Also include the advertising goals (brand awareness, reminder etc).  It should be approximately 20-120 seconds.

Now it is time to put your Brand Projects together.  They need to be put together with a full cover page and polished as if you were presenting them to the CEO.  It must include:

A customer profile/target market
Competitive Analysis
Market Research (Questions)
Benefit Analysis
Slogan,
Logo,
Packaging designs
Sample pricing (with justification)
What distribution channel(s) will you use
The 5 countries that you have chosen with evidence why and reasons why you chose these countries. Your 

PROJECTS DUE TUESDAY June 19th 

Next, for your project, explain what distribution channels you will use to distribute your goods.  Please look at pages 308-309

Distribution Channels on page 311-312

Manufacturers, Importers, Wholesalers, Retailers. 

Now that you have chosen a method of distribution, it is time to look at specific countries.  You are to choose 2-5 countries that you are to focus your distribution in.  You may choose to have a base country on several different continents or just focus on one or two continents.  What you need to do is decide what countries will best suit your target market.  You need to include several Statistical Reasons for the countries you have chosen.  Use this LINK for the statistics. 

By now you have your Logo, Slogan, Packaging, as well as a good idea about your Target Market and both Direct and Indirect Competition.

Now it is time to determine the price that you will be selling your product for.  If you have a full line of products, you just need to price one of them.

You will need to write the price and the rationale

Please consider the following.

What is your pricing strategy, are you a luxury brand (higher price) are you a cheaper brand competing on price?

Will you have different prices in different location? Different size packages? Discounts for large purchases etc.

(Luxury brand and government controlled brands <alcohol> will usually not have sales, instead they offer bonuses with purchases)

Commercial Day


Today you are to come up with a Slogan, Logo, Packaging Design and discuss your advertising strategies.  We will look at some campaigns to help you with ideas today. 

Logo:  You are to design a Logo and then include a write up on how it is:

Eye Catching (keep in mind colour),
Relevant to your Brand
Memorable and unique 

LINK

Slogan: Write a slogan and explain how it will relate to your brand and your target market.

Packaging:  Include either a write up or a picture example of what ONE of your packages will look like.  Please include why you chose this packaging with the following in mind.

Shipping, can you easily move it? Stack it etc?
Visual appeal
Cost (is the packaging too expensive)

Today it is time to perform a Benefit Analysis.  That is when you look at your brand specifically and see your benefits of choosing your brand to your customer.  This is very useful in creating your advertising strategy because it will help you know what is 'better' about your brand over your competition.  By doing this you should start to think about how your brand will be packages, shaped etc.  Please see page 202

Now that you know a bit about your competition, it is time to conduct some market research.  You will not be caring our this market research.  Instead you will need to create a market research plan.  The plan will need to include the following

A marketing problem or question. example, where customers shop, their size, income etc.

Secondary research, include a list of possible secondary sources to get the answers to your question

Primary Research: A list of at least 5 questions that you want answered specifically.

A plan for how you will ask those questions in either a survey (postal, phone, internet), face to face interview, focus group or a combination of many.  Include a rationale (reason) for why you will use that method to ask those questions.