Transcript 2008 STP Presentation Outline

STP Presentation
Basic Outline
Brand/Product
Team Members
Contact Information
Market Analysis
(Questions to consider)
•
•
•
•
•
What are your brand’s overall strengths?
What are your brand’s overall weaknesses?
What opportunities exist for your brand?
What are the biggest threats to your brand?
Describe your brand’s overall business
strategy.
Brand Strategy
• Segmentation & Target
– Explain your view of the market & its segmentation.
Identify your target and explain why this is the best
target for your brand
• Positioning
– Explain and justify how you will position your brand.
– Provide a positioning statement (e.g. To (target
market), X is the brand of (frame of reference) that
(benefit/point of difference) because of (product
attribute))
Media & Promo Strategy
• Media Tactics Chosen
– List media tactics / resources chosen
• Strategy
– Explain your media and promotions strategies (i.e.
are you going for awareness, trying to stress a
certain attribute, etc.)
• Rationale
– Give clear rationale for each of your media tactics
Optional: Marketing Strategy
(Planning Document Only)
Objective: Drive broad & fast AWARENESS
Strategy (HOW?)
Drive the
consumer benefit
of xxxx
Rationale (WHY?)
•Key point of
differentiation
Tactics (Specifics)
•Guerilla
marketing
Rationale (WHY?)
•Breaks through
the clutter
Key Considerations
Rules of Engagement:
• Your presentation order will be determined by sign-up
• Email Alix Reisinger (areisinger2009) your top three time slots ASAP. First
come, first served
• Presentation CANNOT exceed 15 minutes
– 10 minutes for presentation – there will be a hard stop
– 5 minutes for Q&A
• Marketing is all about making the right choices. Be able to justify your
choices!
Judges & Judging Criteria:
• Panel: Brand Manager, Kellogg Marketing Professor, AKMC Co-Chair
• Criteria: Sound marketing rationale, Creativity, Passion, Fun, Clarity,
Presentation
Plans must be submitted by Sunday, October 19th to your co-chair contact
before midnight for feedback