Part 1: Product and Company Description
Describe your company and the product or service it will introduce. In your description, state the people and/or departments that will be involved in this product launch and note that the launch will occur at an industry-appropriate trade show in Las Vegas in six months.
Length: 150-200 words
Part 2: Market Segmentation Approach
Describe the segmentation criteria and variables that will be used by your company to identify a target market for the product you introduce. Justify the chosen segmentation variables by analyzing consumer buyer behavior factors.
Length: approx. 1 page
Part 3: Target Market Selection and Strategy
Identify the target market segment(s) for your products. Based on the segmentation, identify the strategy that will determine the promotional elements you will incorporate to reach the target market segments. Demonstrate why the chosen approach is appropriate for the product and market segment chosen.
Length: approx. 1 page
Part 4: Creative Brief
Complete a draft of the Creative Brief (template provided by your instructor) that incorporates the basic information necessary to promote a successful launch your of product. The creative brief is the foundation for your product launch, so make sure it is fully defined with all elements you will be addressing in your promotional plan.
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