Posted: September 17th, 2017


This is part pertains to the company and the product being marketed.
For text reference please use

Kotler, P & Armstrong, G. (2006). Principles of Marketing (11th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. 0-13-146918-5.

Unit 4: Marketing Plan – Developing Strong Brands

3.5 Positioning (refer to Chapters 9 and 10 of your Kotler text)

 Describe how your product/service meets the need(s) of your target market segments.

 Describe how you are different from your key competition. What is the most distinguishing

feature of your new product?

3.6 Strategies: Skip this Section.

3.7 Marketing Mix (refer to Chapters 12, 14 & 18 for help with this section)


 What makes your product different from the competition?

 What gives your product more value than the competition?


 How will you determine what price to charge for your product?

 How will go determine what your product is worth?

 How will your pricing strategy set you apart from your competition?


 How do you plan to distribute your product? Do you have alternative delivery methods in mind?

If so, describe in detail.

 Will you take responsibility for distribution, or will you reply on an outside firm? How will you



 What kind of promotional tools will you use? Describe in detail.

 How will you determine what promotional tactics will work best?

 With a limited promotional budget, how do you plan to gain market share?

 How will you go about evaluating the results of your promotional campaign?

3.8 Marketing Research (refer back to Chapter 4 for help with this section)

 What type(s) of marketing research to you think will work best to get you the information you

need to make informed decisions?

 How will you evaluate whether the research is providing you with the results you need?

 Will you conduct the research yourself, or hire an outside firm? Explain why.

components of your Brand Extension

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