Assignment - Marketing Proposal
You have recently opened your own Marketing Consulting Practice. You have been hired by a business contact, John, the CEO of Graffiti
Group Inc. You need to put together the information required in order for John to present to the Board of Directors. The Proposal will be used by John to present to the Board of Directors in an effort to have them approve the investment and marketing in Canada of Product X; to target Market Y under the Brand Name Z
Group Inc. has just purchased the SAFI operating factory in Malaysia that creates the product - Safi Rania Diamond Cell Youth Booster - A powerful concentration that increases cell metabolism to combat wrinkles, firm up sagging skin and reduce age spots from as early as the first application. Through its Nano Diamond DNA Technology and Ultra Hyaluronic Acid formulation, it continuously retains skin moisture and skin elasticity.
? Safi Rania Diamond Cell Youth Booster -is sold in other countries through retailers targeting ?Y? Market - Primarily women in their 40?s and has done well
? Safi Rania Diamond Cell Youth Booster is a new area for Graffiti
? Safi Rania Diamond Cell Youth Booster is new to Canada
? Safi Rania Diamond Cell Youth Booster will need to be marketed under New Branded Item ? PureBeauty Diamond Cell Youth Booster
? Goal is for Graffiti
Group to market Safi Rania Diamond Cell Youth Booster in Canada under the ?New? Brand Name ? PureBeauty Diamond Cell Youth Booster
Alternative products are available in Canada; therefore Safi Rania Diamond Cell Youth Booster will need to have the following:
? Branding; new Brand Name- PureBeauty Diamond Cell Youth Booster
? Strategic Marketing Mix Analysis
Information will be required in the following areas: (remember you are providing information so that a CEO may give a presentation to a board)
Marketing Mix Analysis
1. Provide a brief description of Safi Rania Diamond Cell Youth Booster and describe the consumer benefits
2. Who is the main target market for Safi Rania Diamond Cell Youth Booster? Why?
3. Suggest a NEW Brand Name for Safi Rania Diamond Cell Youth Booster
4. What value does branding the product provide for the Company?
5. What are alternatives to the product (Direct and Indirect) and who are the main competitors?
6. Suggest a Positioning Strategy
a. How does the product meet the needs of the target market?
b. Describe points of parity and points of difference
c. What is the product?s most distinguishing feature?
7. Provide at least 3 main points for each of the Marketing Mix Elements - including the information requested below.
- What makes the product different (as above)
- What gives the product more value?
- What is the main benefit for the target market?
- Considering the target market ? what is the value to price proposition?
- How should the price be set?
- Any specific pricing method?
c. Distribution (Place)
- What should be the distribution channel? Why does this add value to the target market?
- Should it have a Push or Pull Strategy ? Why?
- Are there any special channel considerations
- What should be the message communicated? Why?
- Are there any specific mediums or channels to be used? Why?
Additional resources downloaded from the internet will be provided
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