Marketing Plan Analysis – Brand and Product Strategy
Part I: Product Lines and Product Mix
Directions: Use your research and resources provided in this topic to complete the chart below. Focus on addressing the questions below as a starting point for filling out the charts.
· Identify the product category, including the North American Industry Classification System (NAICS) codes.
· Identify three to five of the major product lines for your brand.
· Identify the product mix associated with each of the product lines.
· Identify the major competitors associated with the product category.
List Company Name: ____________________________________
List NAICS Code: _______________________________________
Product Mix
Product Lines
Competitors
Brand Name
How the Brand Competes
Part II: Services
Directions: Complete the Service Blueprint chart below. Focus on addressing the questions for each of the categories below as a starting point for filling out the chart.
1. Physical Evidence – What customers (and employees) come in contact with. Though first in line, it is usually the last element added to the blueprint.
2. Customer Actions – What customers do during the service experience.
3. Frontstage or Visible Employee Action – What consumers see and who they interact with. For online heavy business, replace employee with technology that interacts with the customer.
4. Backstage or Invisible Contact Employee Actions – All other employee actions, preparations, or responsibilities consumers do not see but that make the service possible.
5. Support Processes – Internal/Additional activities that support the employees providing the service.
Service Blueprint
Awareness
Consideration
Convert
Loyalty
Advocacy
Physical Evidence
Customer Actions
Frontstage or Visible Employee Action
Backstage or Invisible Contact Employee Actions
Support Processes
Part III: Brand Management
Directions: Identify the brand equity for the brand for the following elements (you are encouraged to include images from the actual brand).
Image: The image which is formed in the customer’s mind.
Identity: The image that the company is trying to form.
Awareness: What is the level of awareness about a brand on products and services.
Loyalty: How loyal is customer to the brand and will buy the products again even if options are there.
Brand Association: Does the customer associate brand to positive attributes or not?
Customer Perception: What is the overall perception and experience of the customer related to the brand?
References: Provide APA-formatted references for all resources you have cited.
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