9.16: Assignment- Marketing Plan, Part 2
Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Part 1 Assignment.
Marketing Information and Research
Research Question
Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives.
Information Needed
Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.
Research Recommendations
What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach?
Customer Decision-Making Profile
Identifying the Customer and Problem
Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.
Factors Influencing Customer Decisions
Provide a brief profile of your target segment using at least three of the following categories:
- Geographic characteristics: e.g., location, region, population size or climate.
- Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
- Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
- Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
- B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity
Reaching the Customer
Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.
Positioning and Differentiation
Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.
Competitive Advantages
List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.
Market Niche and Positioning Strategy
Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?
Positioning Statement
Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].
Repositioning Considerations
Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?
Branding
Brand Description
What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it?
Brand Promise
What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?
Brand Voice and Personality
Describe your brand voice and personality using the is/is never template:
- [Brand] is:
- [Brand] is never:
Brand Positioning and Strategy
Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organization?
Sample Grading Rubric
Marketing Information and Research Grading Rubric
| Criteria: Marketing Information and Research | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-6 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
12 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
18 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
24 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
24 pts |
| Thoroughness |
0-6 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
12 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
18 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
24 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
24 pts |
| Progression |
0-3 pts
Does not incorporate feedback or suggestions from instructor and peers |
6 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
9 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
12 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
12 pts |
Total points possible for Marketing Information and Research Assignment: 60 pts.
Branding Grading Rubric
| Criteria: Branding | Not Evident | Developing | Proficient | Exemplary | Points |
|---|---|---|---|---|---|
| Professionalism |
0-4 pts
Many grammar and spelling mistakes, citations are missing or not all sources are cited, writing lacks logical organization. It may show some coherence but ideas lack unity. Serious errors and generally is an unorganized format and information. |
8 pts
Grammar and spelling mistakes, citations mistakes, some sources not cited, organization and readability is difficult to follow, fairly clear articulation of ideas, incorrect use of templates, etc. |
12 pts
Few grammar and spelling mistakes, few citations mistakes, all sources cited, fair organization and readability, fairly clear articulation of ideas, mostly correct use of templates, etc. |
16 pts
Proper grammar, spelling, citations, sources, good organization, readability, clear articulation of ideas, correct use of templates, etc. |
16 pts |
| Thoroughness |
0-4 pts
Response doesn’t follow instructions; response is not researched or may state items directly from the source with little to no original thought, writing is confusing and difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete or missing analysis |
8 pts
Doesn’t follow all instructions; response is not researched and may be confusing or difficult to follow; significantly falls short of or exceeds appropriate length; doesn’t address all prompts and assignment criteria; incomplete analysis |
12 pts
Follows instructions; response is researched and articulate; may slightly fall short of or exceed appropriate length; addresses the majority of the prompts and assignment criteria; thoughtful analysis. |
16 pts
Follows instructions; response is well-researched and articulate; appropriate length; addresses all prompts and assignment criteria; thoughtful analysis. |
16 pts |
| Progression |
0-2 pts
Does not incorporate feedback or suggestions from instructor and peers |
4 pts
Incorporates minimal feedback and suggestions from instructor and peers; demonstrates minimal continuous improvement |
6 pts
Incorporates much of the feedback and suggestions from instructor and peers; demonstrates continuous improvement |
8 pts
Incorporates feedback and suggestions from instructor and peers and makes an effort to improve the writing by editing it themselves; demonstrates continuous improvement and initiative in revising and improving work |
8 pts |
Total points possible for Branding Assignment: 40 pts.
Total points possible for Marketing Plan, Part 2 Assignment (Marketing Information and Research, and Branding combined): 100 pts.
Contributors and Attributions
- Assignment: Marketing Plan, Part 2. Provided by : Lumen Learning. License : CC BY: Attribution