Points: 100

Assignment 2: Marketing Plan

Criteria

Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1a. Analyze the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).

Weight: 5%

Did not submit or incompletely analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Did not submit or incompletely supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).

Partially analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Partially supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).

Satisfactorily analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Satisfactorily supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).

Thoroughly analyzed the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Thoroughly supported your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).

1b. Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).
Weight: 5%

Did not submit or incompletely outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).

Partially outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).

Satisfactorily outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).

Thoroughly outlined the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).

2a. Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.

Weight: 5%

Did not submit or incompletely used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.

Partially used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.

Satisfactorily used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.

Thoroughly used the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.

2b. Defend your strategy to successfully compete against market leaders in your segment.

Weight: 5%

Did not submit or incompletely defended your strategy to successfully compete against market leaders in your segment.

Partially defended your strategy to successfully compete against market leaders in your segment.

Satisfactorily defended your strategy to successfully compete against market leaders in your segment.

Thoroughly defended your strategy to successfully compete against market leaders in your segment.

2c. Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).

Weight: 5%

Did not submit or incompletely defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).

Partially defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).

Satisfactorily defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).

Thoroughly defended your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).

3. Clarify your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s).

Weight: 20%

Did not submit or incompletely clarified your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s).

Partially clarified your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s).

Satisfactorily clarified your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s).

Thoroughly clarified your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s).

4. Identify the marketing vehicles you plan to use to build your company’s brand. Justify the key reasons why they will be effective. Provide examples of other non-alcoholic beverage companies that use these tactics effectively.

Weight: 20%

Did not submit or incompletely identified the marketing vehicles you plan to use to build your company’s brand. Did not submit or incompletely justified the key reasons why they will be effective. Did not submit or incompletely provided examples of other non-alcoholic beverage companies that use these tactics effectively.

Partially identified the marketing vehicles you plan to use to build your company’s brand. Partially justified the key reasons why they will be effective. Partially provided examples of other non-alcoholic beverage companies that use these tactics effectively.

Satisfactorily identified the marketing vehicles you plan to use to build your company’s brand. Satisfactorily justified the key reasons why they will be effective. Satisfactorily provided examples of other non-alcoholic beverage companies that use these tactics effectively.

Thoroughly identified the marketing vehicles you plan to use to build your company’s brand. Thoroughly justified the key reasons why they will be effective. Thoroughly provided examples of other non-alcoholic beverage companies that use these tactics effectively.

5. Clarity, writing mechanics, and formatting requirements

Weight: 15%

More than 6 errors present

5-6 errors present

3-4 errors present

0-2 errors present

6. Complete the Marketing Budget worksheet for your company.

Weight: 20%

Did not submit or incompletely completed the Marketing Budget worksheet for your company.

Partially completed the Marketing Budget worksheet for your company.

Satisfactorily completed the Marketing Budget worksheet for your company.

Thoroughly completed the Marketing Budget worksheet for your company.