Identify the products unique selling proposition

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Reference no: EM133853366

Assignment:

Please answer these prompts in paragraph based on a new product being introduced into the energy drink market: Dr Pepper Energy

Please include references

Keurig Dr Pepper is the company introducing Dr Pepper Energy

EXECUTIVE SUMMARY

The executive summary is an overview of the entire plan, so it is one of the last elements of the marketing plan to be written. This section may range from one to a few pages in length. Busy executives often only read the executive summary to determine if the project is worthy of their time, so it is important that it is written succinctly. For this reason, a table of contents is also necessary. Give a snapshot of the marketing plan, including the positioning, target market and each of the 4 Ps. You will use this in developing your presentation.

INTRODUCTION

The introduction serves as a lead-in to the Marketing Plan and to identify the product's unique selling proposition, so the reader understands exactly what you are proposing. Introduce your company, product, your product's positioning and how it fits into the market.

INDUSTRY ANALYSIS

This section should focus on the product category you wish to enter with your new product. What is the nature of demand? Where is the product category in the product life cycle? Include some statistics of sales volume over the last few years to support the nature of demand and the identified PLC stage. Who are the top competitors and their relative market share of the category, including your company? Include Porter's Five Forces of Attractiveness. Do research using library resources.

COMPANY ANALYSIS (SWOT)

For this section, if you cannot find information on the product brand specifically, focus on the umbrella organization. If you are co-branding, provide a SWOT for each partner. What is the company's mission statement? If the company does not have a mission statement, then you will need to create one. Identify the strengths and weaknesses (internal) of the company and the opportunities and threats (external) to the company. Do research using library resources.

COMPETITION

Provide descriptions of the key competitors of your new product and a summary of other minor, secondary and/or substitute product competitors, if relevant. How do they position themselves? Provide a mission statement and SWOT for each of the top major competitors. Identify and describe the brands (or potential for that company) that will compete with the new product. Do research using library resources.

OBJECTIVES FOR THE NEW PRODUCT PLAN

Objectives for the new product plan should be 1) specific, 2) measurable, and 3) in a time frame. There should be at least five objectives. These can be in bullet-point format.

Reference no: EM133853366

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