FINAL PROJECT #1

Develop a new brand with a unique business format for an OPTICAL SHOP that will cater to a new market.

1,200 POINTS
100 POINTS A.

COMPANY INFO
Brief Company History (in Philippine Setting) Vision and Mission Statement Value Chain Analysis Company Marketing Department and Activities Issue Analysis (what are the key STRENGTHS and WEAKNESSES that the company is currently experiencing)

100 POINTS B.

INDUSTRY KEY ISSUES

> These are pertinent issues and concerns that one company should take note of or address in order to penetrate, stay competitive, and be successful in the business and industry > You can use Porter's 5 Forces and Value Chain Frameworks to better understand the industry.

100 POINTS C.

MARKET ANALYSIS
> What are emerging trends that can be a source of business for the brand? Backed-up by researched data and facts. > demographic/population developments > economic changes and developments > socio-cultural developments > consumer buying behavior > optical-specific consumer buying behavior

100 POINTS D.

COMPETITIVE ANALYSIS
> Identify the industry STRATEGIC GROUP COMPETITORS and analyze each STRATEGIC STANCE based on the different industry KEY SUCCESS FACTORS.

100 POINTS E.

BRAND DEVELOPMENT (with orientation of targeting new market)

> How would you attack competition and penetrate the market? > Brand's POINTS-OF-PARITY > What are the brand's features, benefits, and/or image that are similar with the rest of competitors? > Brand's POINTS-OF-DIFFERENCE > What are the brand's features, benefits, and/or image that will distinguish the brand different from the rest of competitors? > Brand's UNIQUE SELLING PROPOSITION (USP) > What is/are the brand's strongest benefit/s; feature/s that will make it competitive and will serve as source of differentiation?

100 POINTS F.

TOWS ANALYSIS

100 POINTS G. S.M.A.R.T. MARKETING OBJECTIVES > 2013 Sales Objectives > Market Share Objectives > Media Objectives > Other Business Objectives

G. MARKETING STRATEGY
100 POINTS a. > (Proposed) Target Market

> Positioning > Positioning Stament 100 POINTS b. > Product Strategy > Service Strategy > Service Delivery Format / Service Process > Imagery / Setting (People and Physical Evidence Strategy) > Pricing Strategy Location Strategy Media Plan > Brand Campaign > Branding Elements Execution - tagline, endorsers (if any), creatives > 2013 Media Plan Execution Period Usually in a monthly or quarterly basis Media Strategy Budget How much it will What type of media/promotional tool cost you will be implemented to achieve the MARKETING OBJECTIVES based on the BRAND CAMPAIGN Expected Sales How much will it generate from your sales (quantatively, either by % returns from the budget allocated in executing the program or estimate peso sales)?

100 POINTS

c. d.

100 POINTS 100 POINTS