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Marketing Plan Competition
Purpose

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.

 
Eligibility, Team Size, and Registration
The competition is for students
  • Enrolled in 4th semester and beyond in BBA.
  • MBA’s are an exception to the above condition.
  • The presenting team should include at minimum 2 and maximum 3 students.
Note: Schools may submit an unlimited number of entries, but typically, only one or two teams per business school/ Universities will be invited to compete. In case of multiple entries from the same university, we will choose the team(s) to represent that university.
 
Competition Format

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 @ casespark2012@case.edu.pk or casespark2012@gmail.com

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:

  • Product or service description
  • Customer/market analysis (market size and potential market share)
  • Competitive differentiation
  • 360o Marketing plan; which utilizes ATL, BTL activities and all other vehicles of marketing e.g. marketing mix, 4P’s & 4C’s of marketing.
  • Clearly identify marketing budgets and desired sales target and ROI of Marketing budget.
In your executive summary, we expect you to convey:
  • What is the overall mission of your marketing plan?
  • What objectives are you trying to achieve?
  • What strategies (resources) are you using to achieve the objectives?
  • What is your action plan, in accordance to the time frame?
 
First Round
  • On the first day of competition; each time will give a 4 minutes summary presentation describing about
    • 360o Marketing plan; which utilizes ATL, BTL activities and all other vehicles of marketing e.g. marketing mix, 4P’s & 4C’s
    • Target segmentation and strategy to deal against their competition.
    • Clearly identify marketing budgets and desired sales target and ROI of marketing budget.
  • Based on the performance 10 teams will be selected for the final round.
  • Index cards or other notes will not be permitted for this session.
Note:
This presentation will be given by one team member.
Before closing on the first day, all qualifying teams will submit hardcopies of their marketing plan to the judges for review before the final round next day. For writing the Marketing Plan; please consider the following:

General Guidelines
Written Marketing plans are limited to 10-15 pages of text (typed, double-spaced, minimum 12 font, and 1” margins on all sides), and includes the executive summary. Detailed spreadsheets and appropriate appendices should follow the text portion of the plan but will be limited to 5 pages. Plans with fewer than 5 pages of appendices may not use the remaining pages to increase the size of their marketing plan beyond 15 pages. In total, the maximum number of pages is 15-20.
 
Contents of the Written Plan
Your Marketing plan should include (max 10-15 pages)
  • Executive Summary
  • Product or service description
  • Competitor Analysis (competitors and your competitive differentiation)
  • Customer/Market analysis (360o marketing plan including all vehicles of marketing)
  • Reach in term of numbers and conversion rate
  • E-Marketing
  • Marketing Budget and targeted sales
  • ROI of marketing budget
Appendices

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.