In this assignment, you will use the same hypothetical company from Part A to develop the company's branding strategy (name, logo, slogan, and brand extension), primary target market analysis, promoti

MKT500: Marketing Management

SECTION 1:
INTRODUCTION

Instructions: Your answer in this section should be 1-2 paragraphs.

*In each section of this assignment template, you will click/tap in the indicated field to type your responses. The field will automatically adjust in size as you type.

1. Explain the key components for this part of the marketing plan, including a re-introduction of the company, and how the feedback received on Part A of your marketing plan will be used to improve this Part (B).

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SECTION 2:
BRANDING STRATEGY

Instructions: Your response in this section should be 2-3 paragraphs. Use complete sentences.

2. Develop a branding strategy for your product or service that includes the brand name, logo, slogan, and at least one brand extension. For each item, be sure to include a detailed rationale for your choice. (Note: you can include photos or other visuals for your logo by pasting them below the text entry field.)

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SECTION 3:
PRIMARY TARGET MARKET: AUDIO PODCAST

Instructions: Your response in this section will include a target market analysis (3-4 paragraphs) and a link to a 60-90 second audio podcast with the corresponding written script. Your audio podcast will be recorded directly on your Canvas assignment page and linked in this template. Refer to the Instructions PDF linked in the assignment Resources section of the Week 7 Assignment page in the course.

3a. Analyze your primary target market (audience) for your product or service. In your analysis, be sure to include:

• The demographic profile (age, gender, ethnicity, etc.), psychographic, behavioral, and geographic profiles. (Note: refer to the Week 4 discussion and the exercise on buyer persona)

• The relevance of the branding materials.

(Note: Target market and segmentation choices are perfect topics for scholarly references to substantiate your position. Search in the library for peer-reviewed journals). 

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3b. This week you learned about companies who use audio (and podcasts specifically) to deliver their message to their target audience. In this part of your assignment, you will create a “mini” podcast episode to promote your product or service to your target market.

• Create a script and record a 60-90 second podcast (audio file) that promotes your product or service. The goal is to use the podcast to reach your primary market (audience) described in 3a.

• Refer to the Instructions How to Record Video or Audio Using My Media [PDF] to help you record your audio podcast. Don’t worry! You can record the audio more than once before you submit it.

Paste a link to your audio file: (Note: After you paste the link, hit the space bar to make the link clickable)

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Enter your written script, with SWS citations, in the field below.

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SECTION 4:
POSITIONING STATEMENT

Instructions: Your response in this section should be 3-5 paragraphs. Refer to your textbook and the perceptual map maker link in the required resources for the assignment.

4. Create a positioning statement based on a perceptual map that shows the company's position against its competitors. Include the following required components in your response:

• Describe what is unique about your hypothetical company.

• Describe your competitors and how they are different from your company.

• Create 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. (see Figure 1 example below) Copy and paste your perceptual map into the answer field below to include it with the rest of your response.

Figure 1. Perceptual map representing Your Company Name in relation to competitors XYZ company, ABC company, and AAA company. 

• Create a positioning statement, based on your perceptual map, that includes a brief description of your target audience, the one company that is your closest competitor, and why your hypothetical brand is better than the closest competitor.

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SECTION 5:
SOURCE LIST

Instructions: Use the space below to complete your source list. Be sure to utilize the Strayer Writing Standards. Refer to your assignment instructions above to ensure you have the required number of sources.

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