The main purpose of the marketing plan must be to provide with a structure around which one can base ones marketing strategy and execution. The Marketing Plan Competition as a part of “CASE-Spark” 2012 will test students’ abilities to utilize the knowledge gained through their course work and apply it to a business that involves building a new marketing strategy/ plan for a new product/services or by adding something valuable to a product or to its features and market it or suggest an innovative way to re-launch the product or services that can attract or address the needs of a large or niche target market.
Teams should define their product or services clearly, 360o Marketing plan; which utilizes ATL, BTL activities and all other vehicles of marketing e.g. marketing mix, 4P’s & 4C’s of marketing, target segmentation, medium of marketing of product/services, marketing research, and market analysis. Teams should also mention their competitors’ and their strategy to deal against their competition. Clearly identify marketing budgets and desired sales target and ROI of Marketing budget. Complete documentation should be there to support your idea and your recommendations’. Teams will be judged based upon the quality of their analysis, the quality of their recommendations, and the professionalism of their delivery.
Five (5) working days prior to the competition, each team will provide full description of team lead and team members and will be allotted the product/ service randomly. Executive Summary must be emailed two (2) days prior to competition @ email@example.com or firstname.lastname@example.org
Guidelines for the executive summary are:Executive summaries must be limited to 1 page of text (typed, 1.25 line spaced, minimum 12 font, and 1” margins on all sides.) The Executive Summary should include information on:
They should be included only when they support the findings, statements, and observations in the plan. Because of the number of teams in the competition, judges may not be able to read all the material in the appendices. Therefore, the text portion of the plan (max. 20 pages) must contain all pertinent information in a clear and concise manner. All appendices must fall within the 5-page limit; any pages over this limit will not be posted or otherwise provided to the judges.
The teams will have 15 minutes to present, followed by a 10 minute question-and-answer session. There will only be 5 minutes between each presentation for teams to set-up their Presentations.
For the Final Round, each team should be in position at least 30 minutes prior to their designated presentation times.
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