Marketing Plan

Develop a 10-page marketing plan based on research promotion, pricing, distribution, advertising, and product mix.

Scenario

The Vice President of Marketing at MSH Brands has asked you to participate as a member of a marketing management team for the pet food group (or for their product line) for the company. MSH Brands is one of five companies competing in the pet food market. Your membership on the team will require you to make decisions regarding promotion, pricing, distribution, advertising, and product mix.

Your Role

You are a Brand Manager at MSH Brands. You are being asked to develop a marketing plan for a new pet food product

Requirements

You are to develop a marketing plan including the following elements based on your research promotion, pricing, distribution, advertising, and product mix. Include the following in your marketing plan:

Business context. Describe the new product to be featured. What are the features and benefits? What is the company reason for bringing this to market? What are the corporate objectives for it?
Situation analysis. How will this new product complement the existing product portfolio or product line? Who is the target market? Who are the competitors? Use at least two different types of figures and two tables to present the data used for the situation analysis. At least one figure should present data at a single point-in-time, and at least one figure should present data over time. Be sure to correctly label all elements of your figures and tables in the plan and appendix.
Marketing strategy. What is the overall marketing strategy to support the achievement of the corporate objectives? What is the product positioning statement?
Marketing mix. What is the promotional strategy to support the achievement of the corporate objectives? What is the pricing strategy to support the achievement of the corporate objectives? What is the distribution strategy to support the achievement of the corporate objectives? What is the advertising strategy to support the achievement of the corporate objectives?
Effectiveness. How will you measure the effectiveness of this marketing plan?
Deliverable Format
Requirements:
Marketing plan is 10 pages (in addition to the title, reference, and appendix pages). Use the Marketing Plan Template [DOC] as a resource (see attached)
Use at least two different types of figures and two tables to present the data. At least one figure should present data at a single point-in-time, and at least one figure should present data over time. Be sure to correctly label all elements of your figures and tables in the plan and appendix.
Related company standards:
The marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (located in MBA Program Resources), including single-spaced paragraphs. See attached with scoring guide
In addition, include the following in your marketing plan:
Title page.
References page. Use at least three scholarly resources.
APA-formatted references.