Individual Pitch Proposal
Introduction:
⦁ A brief outline of your chosen brand and why you find it interesting /relevant.
⦁ Outline analysis of the brand’s current situation. This can include key facts such as founders, year founded, key financials, distribution channels and recent news/events that may be related to an issue/dilemma the brand is facing (if any)
Situation analysis:
⦁ A very brief business sector overview – is the sector growing or declining? Who are the market leaders? Who is your brand competing with for market share?
⦁ What are the key issues facing your brand? What are the factors driving these issues?
⦁ Which segment are you targeting? (Define with a number of segmentation variables)
⦁ Based on your research, what is the opportunity for growth you have identified?
⦁ What theoretical models/frameworks can you use in this section?
⦁ Primary research to support secondary research can be used in this section.
Strategies and tactics:
⦁ The strategic growth goals identified; why, what, who, how and when?
⦁ What is the societal marketing orientation you have identified? How does this play out in the Marketing Mix?
⦁ Support your proposed initiative using marketing management tools, e.g. market research.
⦁ Use theory from this module, and apply that, thus demonstrating your understanding – Ask yourself: ‘What theoretical models/frameworks can I use in this section?’
⦁ Is your idea commercially viable? How will you measure success?
.
⦁ Primary research to support secondary research may be used to support this section.
Summary:
⦁ Do not introduce any new information at this point. Succinctly summarise the main points from the prior sections.