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.