1. Final Project: Case Study
Brand of your choice

3. Agenda
One-slide summary of presentation’s sections and who will be presenting

4. Current Situation

5. Brand Vision
If you cannot find a written vision statement, use your knowledge of the brand and information learned in class to formulate a vision statement

6. Brand Mission
If you cannot find a written mission statement, use your knowledge of the brand and information learned in class to formulate a vision statement

7. SWOT Analysis
Use more than one slide if needed. No more than 4

8. Competitive Advantage/ Point of Differentiation

9. STP

10. Segmentation What segments should we be paying attention to?
What is their segmentation type?
What is their unmet need (that we can fulfill)?
What is each segment’s characteristics?
Why might each segment be important to us?

11. Target Audience(s) Among the segments discussed earlier,
Who is/are your target audience(s)
What do they want (need) that your brand uniquely offers ?
What do they think (attitude)?
What do they do (behavior)

12. Brand Positioning Statement
Use format used in classes, tests, and extra credit
If positioning differs for different targets, then create a new statement for each

13. Marketing Mix

14. Marketing Mix: Product
Describe product offering in terms of depth and breadth
Indicate any features or characteristics that distinguish this/these products from others (if appropriate). For example, unique packaging, technology, etc.

15. Marketing Mix: Price
Describe the pricing strategy, not necessarily the prices

16. Marketing Mix: Place
Describe distribution strategy

17. Marketing Mix: Current Promotion
Create collage of latest campaign look and message

18. Marketing Mix: Current Promotion
Campaign mix (where and how are they advertising, is it seasonal, what other forms of promotion do they employ, etc.)

19. Marketing Mix: Proposed Promotion
Campaign mix (where and how will you advertise, is it seasonal, what other forms of promotion will you employ, etc.)

20. Marketing Mix: Proposed Promotion
Create pictorial or verbal depiction of proposed ad campaign look and message

21. “So what” Slide
What’s the one thing you want us to remember about your brand and this marketing plan
Heading of this slide should probably change to address your slide