In this assessment, working from the materials you developed in Assessment 1, you will be required to individually construct a one year marketing plan, that will provide growth for your brand within the Australian grocery market. This assessment will be broken into multiple sections: Section 1: Segmentation and brand strategy In this section, you’ll be expected to review the marketplace and construct a segmentation model, selecting a primary and secondary segment to target for your brand. In addition, you are required to evaluate the core strategy and positioning of the brand and make recommendations on management of the position in the market. Section 2: Objectives Here you will determine appropriate objectives to achieve growth over the 12-month period. Section 3: Marketing Program This section will be the bulk of the document. You will be required to construct a marketing plan by applying the marketing mix and demonstrate not only the ideas of what the brand can do in order to deliver on the positioning and objectives, but also the how it will do it. Section 4: Scheduling, forecasting and control This section will require you to construct a marketing schedule that will show when each activity in the brand will occur, the forecast of sales and market share based on the plan, and the controls (metrics) that will be reviewed throughout the 12 months to ensure the plan is delivering.
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