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GB 530 Unit 1 Assignment Brand Extension Marketing
Product Proposal
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Brand Extension Marketing Plan Project; Introduction: The
major project in this course is to complete a Brand Extension
Marketing Plan for one new product on the behalf of an existing
for-profit organization.;Project Assignment: As we begin our
project here in Unit 1, you need to first assume you have the role
of a marketing manager for one, new, currently not available
product on the behalf of a real, for-profit organization. Consider
this a ?brand extension?:
you are adding a product to an existing company?s product line.
This product may be introduced on a local, regional, national, or
international scale.;It is very important that you fully
comprehend what a brand extension is before you begin your
major assignment.
Find ?brand extension? in your Kotler text and make certain you
understand the definition.
Brand extensions fall into two categories: line extension and
category extension. Be sure to understand the difference.

Reading this section in your text will be extremely helpful to
you!;Give careful thought to your selection. Remember that the
proposal is for a new product for a new market.
Extend the brand name into a new product offering. In other
words, offer a ?new to the company? product. Companies may
do this by buying an existing product or by importing a new
product and putting their own name on it or by developing their
own new product to compete in the market.;Be sure to follow
the Brand Extension Marketing Plan directions contained in the
guide located in Doc Sharing. It is important to address each and
every question/segment in the rubric in order to receive
maximum points. Remember that a fully-executed marketing
plan contains a significant amount of detail! You can also find a
good Sample Marketing Plan (Pegasus Sports International) in
Chapter 2 of your Kotler text.;Be sure to thoroughly address
each of the following questions in your Unit 1 Marketing Plan
submission.;?
What is the brand name of your for-profit
business/organization?? What is the new product, not currently
in existence, that will generate revenue for which you will
prepare a marketing plan and strategy during this class? Give the
product a name and briefly describe it.?

Look up ?brand extension? in your Kotler text and describe
whether your product is considered a line or a category
extension.?
How will you acquire information to prepare your marketing
plan during this class? What research will you undertake? Be
specific.? Describe the key customer market (who are you
targeting?)? Will your new product be marketed domestically or
globally? Why?;
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GB 530 Unit 2 Assignment Brand Extension Marketing Plan
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Unit 2 Assignment Rubric
Brand Extension Marketing Plan
Introduction: The major project in this course is to complete a
Brand Extension Marketing Plan for

one new product on the behalf of an existing for-profit
organization. Using the Marketing Plan guide
found in Doc Sharing, complete and submit the following
components of your Marketing Plan.
Unit 2: Identifying and Assessing Marketing Opportunities
2.0 SITUATION ANALYSIS
Write a one-paragraph summary of the current situation â€“
write this section after completing the
following sections of the Situation Analysis, but put it in this
order.
2.1 Market Summary
(write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and
2.2)
In a 1-2 paragraph summary, address:
? What are your target customer groups? Why?
? What are your projections for the growth of this market?
2.1.1 Market Demographics (refer to Chapter 8 of your Kotler
text for helpful
definitions/explanations)
? Carefully define the demographic profile of your target
market.

? In a similar fashion, define the geographic target area you are
choosing.
? What are the behavior factors that will influence your
decision-making?
? Define the values and lifestyles (psychographics) of your
target market.
2.1.2 Market Needs
? What are the benefits that are important to your customer
base?
? What needs to they have and how do you know this?
2.1.3 Market Trends[GB530| Marketing Management]
2
? Identify and explain at least three trends that will influence
how your customers view your
product â€“ these should be trends going on in the industry or
the environment; these are trends
that your company/product can respond to in some way.
Remember: trends are long term;
fads are short term.
2.1.4 Market Growth

? Is the market growing, static, diminishing? What are the
growth trends?
? What is the evidence? What research are you using to
determine market growth?
? How will you address the market if it is growing, static, or
diminishing?
2.2 SWOT Analysis (refer back to Chapter 2 of your Kotler text
for a thorough explanation of a
SWOT analysis)
2.2.1 Strengths â€“ list and describe at least three positive
internal aspects that add value
2.2.2 Weaknesses â€“ list and describe at least three negative
internal aspects that place you at
competitive disadvantage
2.2.3 Opportunities â€“ list and describe at least three
opportunities external to your business that will
lead to your success
2.2.4 Threats â€“ list and describe at least three threats external
to your business that will threaten your
success (e.g., it is common to include unexpected acts of nature,
government and regulatory
concerns, and competition in this section of the SWOT)

2.3 Competition
? Describe your competition.
? Why will customers prefer your product?
? How will you compete with your competition and win?
? What is the marketing mix (price, place, promotion, product,
you know them as â€œthe 4 Pâ€™s of
Marketingâ€•) of at least one of your competitors?
2.4 Product Offering (refer to your Kotler text to make certain
you understand these terms)
? Product/features/benefits (we particularly care about benefits
as these are from the
perspective of the target market)
? Describe your Brand Equity Model and say how you will build
brand equity for this
product/service. [GB530| Marketing Management]
3
2.5 Keys to Success
? List and describe at least three factors that will determine your
success.
2.6 Critical Issues

? How will you leverage your SWOT strengths and
opportunities to your advantage?
? How will you lessen the impact of your SWOT weaknesses
and threats?
? Where is your product in the product life cycle and why? Refer
to your Kotler text for a
definition of a product life cycle.
The components of your Brand Extension Marketing Plan for
Unit 2 are evaluated using this rubric.
Unit 2 Brand Extension Marketing Plan Assignment Rubric
Criteria Possible
Points
Situation analysis (one-paragraph summary of the current
situation) 5
Market summary (target customers; projections for growth) 5
Market Demographics (demographics, geographics,
psychographics) 10
Market needs (what benefits are important and what are your
customer needs?) 5
Market trends (identify and explain at least three trends) 10

Market growth (describe the growth of the market and provide
evidence) 5
SWOT Analysis (strengths, weaknesses, opportunities and
threats) 15
Competition (describe competition; describe marketing mix of a
main competitor) 10
Product offering (listing of the products you now offer and
explanation of how the 10[GB530| Marketing Management]
4
new product fits with these)
Keys to success (three factors that will determine your success)
5
Critical issues (leveraging SWOT strengths and weaknesses) 5
Writing/style (clarity of expression; s
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Connecting with the Customer

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Brand
Extension Marketing Plan for one new product on the behalf of
an existing for-profit organization.
Using the Marketing Plan guide found in Doc Sharing, complete
and submit the following
Unit 3 Marketing Plan: Connecting with the Customer
3.0 MARKETING STRATEGY
? Establish the fundamental goals for the quality of your
business/product offering and
customer satisfaction.
? Define your business/product offering.
? What are your fundamental goals? (Fundamental goals are
those that you would like to

achieve with your new product, either as an individual product
or as part of the overall
company mission. These are directional goals that provide the
overall strategic direction for
management planning.)
? State the value proposition. Be sure to look up this term in
your Kotler text if you donâ€™t
fully understand it.
3.2 Marketing Objectives
Include a sentence or two about each of the following:
? What are your specific marketing objectives?
? Market share: what is your growth objective by quarter?
? Market penetration: how do you plan to gain a share in this
market?
? Awareness: how do you plan to gain awareness for your
product?
? Customer acquisition: how do you plan to grow your customer
base?
? Identify a specific, measurable market share and size.
Remember that your objectives need to be quantifiable. In other
words, objectives need to have a

base point, end point, and time frame so you can research to see
if you have reached your
benchmarks or if your plan needs adjustment. [GB530|
Marketing Management]
2
3.3 Financial Objectives: Skip this section for now. You will do
this later.
3.4 Target Markets (refer again to Chapter 8 of your Kotler text
to make sure you fully understand
what is meant by target market segments)
? Identify the specific target market segments you have defined.
What are the market niches you
hope to capture? Describe.
? Include the rationale behind why these are the optimal target
marketing segments. Be specific.
Submit your response to the above questions into the Unit 3
Assignment Dropbox.
Criteria Possible

Points
Mission Established fundamental goals for the quality of your
business
offering and customer satisfaction
5
Defined your business/product offering 5
Defined your specific goals for this planning period 5
Objectives Set specific marketing objectives 5
Included market share, market penetration, awareness, and
customer acquisition plan
10
Identified a specific, measurable market share and size 10
Target Markets Identified the specific target market segments 10
Included the rationale behind why these are the optimal target
market segments
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(Developing Strong Brands)

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Brand
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
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GB 530 Unit 5 Assignment Developing a Marketing Plan
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DEVELOPING
A
MARKETING PLAN:
A Template for
Analysis and Strategy
This template is designed for the analysis and planning phases of
marketing strategy development. You mustresearch and
understand the product and/or organization before using this
document. By working through the first half of the template, you
will develop a comprehensive customer, competitor,
organizational and environmental analysis. This sets the stage
for an effective strategy planning discussion. Remember:

Strategy is often inaccurate until the analysis phase is
satisfactorily completed. The rest of the document is designed
for the actual strategy development phase of marketing planning
and should be used only after the analysis is complete. By
working through these pages you will develop a comprehensive
plan for a successful business and marketing strategy.
OUTLINE:
I. Executive Summary
II. Action Plan
III. External Forces
IV. Internal Factors and SWOT Analysis
V. Marketing Goals and Objectives
VI. Marketing Strategy and Objectives
VII. Financial Projections
I. EXECUTIVE SUMMARY.
II. ACTION PLAN
1. What is it, precisely, that you hope to accomplish. (who,
what, where, when, why and how)
2. History of your idea.
3. Your qualifications and those of your partner(s), if any.
4. Why should investors trust you?

5. What is your timeline.
III. EXTERNAL FORCES
Answer these five questions first:
1. Economic Growth and Stability â€“ How do economic factors
affect this market, product and our customers? Consider factors
that are relevant (recession, prosperity, employment level,
interest rates, inflation rate, median family income, stock market
performance, etcâ€¦)
2. Political Trends and Legal and Regulatory Factors â€“ What
governmental issues affect our product, industry, and
customers? Are there elections, legislative proposals, or legal
issues that will affect our strategies? How?
3. Technology Issues – What are the technology trends that are
affecting this industry and product? How has technology
affected our customers, competitors and operations?
4. Cultural Trends – What general attitudes, beliefs, and values
are affecting this industry and product? How does our product
and industry fit with cultural issues of concern to our customers
and non-customers?
5. Corporate Citizenship Expectations â€“ How do norms and
obligations expected in the business context and relationships
affect our industry, customers, and products? Consider
employee and consumer rights, environmental issues, and
community concerns.

Then analyze competitors and customers, as follows.
COMPETITOR ANALYSIS (who are your primary
competitors?)
A. Four Levels of Competition
1. Brand Competition (involves products of the same type; very
similar attributes)
2. Product Competition (relates to products in same general
category)
3. Generic Competition (fulfills same general need/want)
4. Total Budget Competition (competes for same consumer
dollar)
Product
Similarities to your product
Differences from your product
Competitive edge over your product
Deficiencies relative to your product
Positioning of the competitor
Pricing Strategies
Promotion Strategies
Placement/Distribution Strategies

CUSTOMER ANALYSIS (who is going to buy what youâ€™re
selling?)
1. Who are they? (demographics, socioeconomics, geographic
location, buyers vs. users, current and potential customers)
2. What will they do with your product or service? (product
benefits, product uses, complementary products, heavy vs. light
users)
3. Where will they buy? (physical location, type of store, type of
distribution channel)
4. When will they buy? (seasonality, emergency situation,
family life cycle, process, budget cycle, effect of promotional
strategy)
5. Why and how will they buy? (motivations, attitudes,
psychographics, customer value, payment methods, problem
solving methods, individual or group decision-making)
6. Why will your potential customers not buy? (not aware,
donâ€™t like, wrong marketing mix, etcâ€¦)
7. Will they buy again? Tell me why.
IV. INTERNAL FACTORS AND SWOT ANALYSIS
Capabilities Analysis (what are your own capabilities in the
following categories?)
1. To Conceive and Design

2. To Actually Produce
3. To Market
4. To Manage
5. To Finance
6. What is Your Will and Intensity to Succeed?
SWOT ANALYSIS (of yourself)
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats
V. MARKETING GOALS AND OBJECTIVES
(Goals and objectives are defined by customer needs and
organizational needs and thus, result from a thorough analysis.
Goals are broad, inspirational statements. Objectives focus on
results and are stated with a time frame in mind. Both should be
achievable, use resources wisely, but also stretch the
organization and its people to a higher level.)
What are your goals? (product and service quality, brand image,
customer attitudes and opinions, social performance etc.)
Usually stated inqualitative terms.

What are your objectives? (market share, # of customers, # of
units delivered/sold, # of prospects reached, # of prospects
converted to customers, profits, other measures) Usually stated
in quantitative terms.
VI. MARKETING STRATEGY AND OBJECTIVES
1. Target Market Segment/Customer Group for this Strategy
1. Benefits Sought by this Target Market Segment/Customer
Group
1. Basic Theme and Focus of the Marketing Strategy
1. Specific Elements of the Marketing Strategy (Marketing
Mix)
Product Strategy
a. Recommendations for Product(s) (how does product help
reach marketing objectives?)
b. Recommendations on Tangible and Intangible Elements of
Product
c. Brand, Packaging, Warranty/Guarantee, Returns/Allowance
Elements
Pricing Strategy
a. Actual Value and Pricing Policy (how does price help reach
marketing objectives?)

b. Environmental influences on pricing policy (what affects this
price?)
c. Competitor actions/reactions to pricing policy
Placement and Distribution Strategy
a. Distribution Outlets/Retailer Activities (how does this help
reach marketing objectives?)
Promotion and Integrated Marketing Communications Strategy
a. Theme of campaign(s) (To communicate what? How does it
support the marketing strategy and help reach marketing
objectives?)
b. Personal Selling Activities (person to person activities that
support marketing strategy)
c. Advertising Activities (paid-for mass communications that
support marketing strategy)
d. Sales Promotion Activities (customer and employee
incentives that support marketing strategy)
e. Public Relations/Publicity Activities (non-paid mass
communications that support marketing strategy)
f. Packaging Activities (if applicable)
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GB 530 Unit 6 Assignment Final Marketing Plan
Presentation
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GB530: Marketing Management unit 6
Unit 6 BEMP Assignment Rubric
Brand
1.0 Executive Summary
In four to six paragraphs, summarize your Brand Extension
Marketing Plan. Be sure to include:
? Product
? Benefits

? Target markets
? Customer needs
? Value proposition
? How you would market on a national and global level
? Show an understanding of other cultures, global relationships,
and global dynamics in the
marketplace
Go back through each section of your plan and make any
appropriate revisions, based on the
feedback of your professor during each unitâ€™s grading ,
and/or based upon new information you have
discovered throughout the process.
Submit all of the sections for your final completed Brand
Extension Marketing Plan into the Unit
6 Dropbox.
Remember to submit ALL of the sections!
Criteria Possible Points

In four to six paragraphs you adequately summarized your
Brand Extension
Marketing Plan, made revisions suggested by your Professor,
and included
BRIEF information on your product, benefits, target market,
customer needs,
value proposition, sales projections, and keys to success.
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GB 530 Unit 6 Assignment Self Direction Learning Plan
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GB 530 Unit 6 Assignment Self Direction Learning Plan
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