Usingthe same hypothetical company from Assignment 1, for this assignment,you will focus on the company’s branding strategy, primary and secondarytarget markets, positioning statement, and consumer behavior.

Note: You should create and/or make all necessary assumptions needed for the completion of this assignment.

Instructions

Create the second part of your marketing plan:

1. Describeor list the feedback you received on Part A of your marketing plan.Explain how you will use the feedback to improve your plan.
2. Developa branding strategy for your product / service that covers the brandname, logo, slogan, and at least one brand extension.
3. Thoroughlyanalyze the primary and secondary markets that you want to target.Thoroughly include the demographic profile (e.g., age, gender,ethnicity, etc.), psychographic profile, professional profile,geographic profile, and any other segmentation variable you deemnecessary.
4. Preparea positioning statement. Include a perceptual map that shows yourcompany’s position against its competitors. From this map, create astatement that depicts your position.
5. Examinethe relevant consumer behavior for your target market. Explain the mainreasons why the brand name, logo, slogan, brand extension, as well asthe positioning statement are right for the identified target market.
6. Useat least three academic resources as quantitative marketing research todetermine the feasibility of your product / service. These resourcesshould be industry specific and relate to your chosen product / service.
   Note: Wikipedia and other similar websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

• Betyped, double- spaced, using Times New Roman font (size 12), withone-inch margins on all sides; citations and references must follow APAor school-specific format. Check with your professor for any additionalinstructions.
• Includea cover page containing the title of the assignment, the student’sname, the professor’s name, the course title, and the date. The coverpage and the reference page are not included in the required assignmentpage length.

The specific course learning outcomes associated with this assignment are:

1. Analyze marketing environments and strategies used to strengthen product or service positioning.

c. Examine the marketing science of customer behavior and products in the marketing exchange process.

2. Evaluate marketing strategies used to create/communicate customer value.

a. Analyze the marketing framework through a situation analysis.

b. Evaluate target customer segments and positioning products within these segments.

c. Evaluate the basis for market segmentation and approaches to segmentation.

3. Create an effective marketing plan.

a. Develop recommendations based on market analysis and strategy.

b. Develop strategies to assess performance and achieve marketing goals.

c. Develop dynamic strategies for competing.

d. Develop branding strategies for existing and new products or services.

Gradingfor this assignment will be based on answer quality, logic /organization of the paper, and language and writing skills, using thefollowing rubric found here.

Name: MKT 500 Week 6 Assignment 2: Part B: Your Marketing Plan

Description: MKT 500 Week 6 Assignment 2: Part B: Your Marketing Plan

• Grid View
• List View

Unacceptable Below 70% F

Fair 70-79% C

Proficient 80-89% B

Exemplary 90-100% A

1. Describe or list the feedback you received on Part A of your

marketing plan. Explain how you will use the feedback to improve your

plan.

Points Range:0 (0.00%) – 16.56 (6.90%)

Does not describe feedback received.Does not explain how feedback will be used to improve the marketing plan.

Points Range:16.8 (7.00%) – 18.96 (7.90%)

Satisfactorily describes or lists feedback received.Partially explains how feedback will be used to improve the marketing plan.

Points Range:19.2 (8.00%) – 21.36 (8.90%)

Adequately describes or lists feedback received.Sufficiently explains how feedback will be used to improve the marketing plan.

Points Range:21.6 (9.00%) – 24 (10.00%)

Accurately describes or lists feedback received.Fully explains how feedback will be used to improve the marketing plan.

2. Develop a branding strategy for your product / service that covers

the brand name, logo, slogan, and at least one brand extension.

Points Range:0 (0.00%) – 24.84 (10.35%)

Did not submit or incompletelydeveloped a branding strategy for the product / service that covers thebrand name, logo, slogan, and at least one brand extension.

Points Range:25.2 (10.50%) – 28.44 (11.85%)

Partially developed a brandingstrategy for the product / service that covers the brand name, logo,slogan, and at least one brand extension.

Points Range:28.8 (12.00%) – 32.04 (13.35%)

Satisfactorily developed a brandingstrategy for the product / service that covers the brand name, logo,slogan, and at least one brand extension.

Points Range:32.4 (13.50%) – 36 (15.00%)

Thoroughly developed a brandingstrategy for the product / service that covers the brand name, logo,slogan, and at least one brand extension.

3. Thoroughly analyze the primary and secondary markets that you want

to target. Thoroughly include the demographic profile (e.g., age,

gender, ethnicity, etc.), psychographic profile, professional profile,

geographic profile, and any other segmentation variable you deem

necessary.

Points Range:0 (0.00%) – 33.12 (13.80%)

Did not submit or incompletelyanalyzed the primary and secondary target markets. Did not submit orincompletely included the demographic profile, psychographic profile,professional profile, geographic profile, and any other segmentationvariable necessary.

Points Range:33.6 (14.00%) – 37.92 (15.80%)

Partially analyzed the primary andsecondary target markets. Partially included the market segmentdemographic profile, psychographic profile, professional profile,geographic profile, and any other segmentation variable necessary.

Points Range:38.4 (16.00%) – 42.72 (17.80%)

Satisfactorily analyzed the primaryand secondary target markets. Satisfactorily included the marketsegment demographic profile, psychographic profile, professionalprofile, geographic profile, and any other segmentation variablenecessary.

Points Range:43.2 (18.00%) – 48 (20.00%)

Thoroughly analyzed the primary andsecondary target markets. Thoroughly included the market segmentdemographic profile, psychographic profile, professional profile,geographic profile, and any other segmentation variable necessary.

4. Prepare a positioning statement. Include a perceptual map that

shows your company’s position against its competitors. From this map,

create a statement that depicts your position.

Points Range:0 (0.00%) – 33.12 (13.80%)

Did not submit or incompletelyprepared a positioning statement. Did not submit or incompletelyincluded a perceptual map that shows your company’s position against itscompetitors. From this map, did not submit or incompletely created astatement that depicts your position.

Points Range:33.6 (14.00%) – 37.92 (15.80%)

Partially prepared a positioningstatement. Partially included a perceptual map that shows your company’sposition against its competitors. From this map, partially created astatement that depicts your position.

Points Range:38.4 (16.00%) – 42.72 (17.80%)

Satisfactorily prepared apositioning statement. Satisfactorily included a perceptual map thatshows your company’s position against its competitors. From this map,satisfactorily created a statement that depicts your position.

Points Range:43.2 (18.00%) – 48 (20.00%)

Thoroughly prepared a positioningstatement. Thoroughly included a perceptual map that shows yourcompany’s position against its competitors. From this map, thoroughlycreated a statement that depicts your position.

5. Examine the relevant consumer behavior for your target market.

Explain the main reasons why the brand name, logo, slogan, brand

extension, as well as the positioning statement are right for the

identified target market.

Points Range:0 (0.00%) – 24.84 (10.35%)

Did not submit or incompletelyexamined the relevant consumer behavior for your target market. Did notsubmit or incompletely explained the main reasons why the brand name,logo, slogan, brand extension, as well as the positioning statement areright for the identified target market.

Points Range:25.2 (10.50%) – 28.44 (11.85%)

Partially examined the relevantconsumer behavior for your target market. Partially explained the mainreasons why the brand name, logo, slogan, brand extension, as well asthe positioning statement are right for the identified target market.

Points Range:28.8 (12.00%) – 32.04 (13.35%)

Satisfactorily examined therelevant consumer behavior for your target market. Satisfactorilyexplained the main reasons why the brand name, logo, slogan, brandextension, as well as the positioning statement are right for theidentified target market.

Points Range:32.4 (13.50%) – 36 (15.00%)

Thoroughly examined the relevantconsumer behavior for your target market. Thoroughly explained the mainreasons why the brand name, logo, slogan, brand extension, as well asthe positioning statement are right for the identified target market.

6. Citations and References / Information Literacy / Integration of Sources

Points Range:0 (0.00%) – 16.56 (6.90%)

Lack of in-text citations and/ orlack of reference section. Serious errors in the integration of sources,such as intentional or accidental plagiarism.

Points Range:16.8 (7.00%) – 18.96 (7.90%)

In-text citations and referencesare provided, but they are only partially formatted correctly in APAstyle. Does not meet the required number of references; some or allreferences poor-quality choices. Sources are partially integrated usingeffective techniques of quoting, paraphrasing, and summarizing.

Points Range:19.2 (8.00%) – 21.36 (8.90%)

Most in-text citations andreferences are provided, and they are generally formatted correctly inAPA style. Meets number of required references; all referenceshigh-quality choices. Sources are mostly integrated using effectivetechniques of quoting, paraphrasing, and summarizing.

Points Range:21.6 (9.00%) – 24 (10.00%)

In-text citations and referencesare error free and consistently formatted correctly in APA style.Exceeds number of required references; all references high-qualitychoices. Sources are consistently integrated using effective techniquesof quoting, paraphrasing, and summarizing.

7. Clarity, Writing Mechanics, Grammar, and Formatting
Weight: 10%

Points Range:0 (0.00%) – 16.56 (6.90%)

Information is confusing to thereader and fails to include reasons and evidence that logically supportideas. Serious and persistent errors in grammar, spelling, punctuation,or formatting.

Points Range:16.8 (7.00%) – 18.96 (7.90%)

Information is partially clear withminimal reasons and evidence that logically support ideas. Partiallyfree of errors in grammar, spelling, punctuation, or formatting.

Points Range:19.2 (8.00%) – 21.36 (8.90%)

Information is mostly clear andgenerally supported with reasons and evidence that logically supportideas. Mostly free of errors in grammar, spelling, punctuation, orformatting.

Points Range:21.6 (9.00%) – 24 (10.00%)

Information is provided in a clear,coherent, and consistent manner with reasons and evidence thatlogically support ideas. Error-free or almost error-free grammar,spelling, punctuation, or formatting.