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Marketing research plan

I am a senior student with a marketing research plan that needs to be detailed with a 3 year sales projection. Below is a copy of the assignment with a sample from our book on what needs to be done. The project is 22 pages including appendixes.

It is very important that I have continuous communication in order to ensure guidance of the project and accuracy of what is needed. Below is a brief description:

You have just gotten a job in the marketing department at Kraft Foods . Your first assignment is to write a 3-year marketing plan for the Marabou milk chocolate roll (with an expected launch date of Jan. 2012).

In order to complete the assignment, you will need to collect both primary and secondary data. Minimal requirements for your primary data collection are as follows:

Minimal requirement for primary data collection:

One qualitative data collection (either 1 focus group or 5-10 in depth interviews)

One brief survey (15-20 questions) that focuses on a few aspects of consumer reactions to the product/strategy (only descriptive analysis required) and at least 50 respondents.

Results of primary data collections will be described in appendices.

Your marketing plan should follow the template in the textbook and be about 20 pages (excluding appendices). This means that some sections will be longer than what they are in the templete. The following document includes a summary of what sections need to be longer, as well as a few formating guidelines and information about project grading: MAR 4824 Fall 2011 Marketing Plan [url removed, login to view]

Even though Marabou products are not currently distributed on the US market, the chocolate rolls are available at IKEA and through a couple of online retailers that specialize in Swedish food products.

I have already obtained survey results and will provide them to you when it is needed.

below are additional guidelines that need to be met also:

1

Structure

Your report needs a title page, a separate page for the table of contents, and a separate page for

the executive summary. You do not have to start each of sections two to nine on a new page, but

each appendix will start on a new page.

Some of the sections are of adequate length in the template. The following sections will need to

be significantly longer.

• The industry analysis needs to be significantly longer.

• The competitor analysis also needs to be longer. You need to describe the main

companies as well as the brands that you think are relevant to consider given your

perception of Marabou’s positioning, primarily focusing on brand strength and

positioning.

• Since Marabou hasn’t been launched in the US yet, you will base your customer analysis

on what you have learned from your interviews and survey. This section would also be a

bit longer than in the template. Detailed results from your interviews/focus group and

your survey should be in the appendix section.

• The Customer analysis section should also contain a discussion of societal trends that

may influence the launch of Marabou.

• The Marketing Program section will need to be significantly longer, specifically on the

promotion strategy and your distribution strategy. Apart from describing the various

promotional activities, you need to provide a justification of the overall strategy chosen.

You would also summarize cost estimates for year one in an appendix. Costs estimates

for the following two years will be based on the first year estimate and reflect your

assessment of whether the first year budget needs to be changed up or down.

Layout specifications

Your report should be about 20 pages plus appendices. Please use the following:

• 12 point font, 1 or [url removed, login to view] line spacing.

• Page numbers!

• All figures and tables, even those in the appendices, need to have captions.

• Numbers in tables

I will also need to see a sample of previous works relating to something similar as this assignment please

Skills: Business Analysis, Business Plans, Market Research, Marketing, Research Writing

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