The document outlines a marketing plan for a company. It discusses analyzing competitors, understanding the problem faced by the company, developing segmentation and targeting strategies, and creating an integrated marketing communications plan. The plan involves analyzing competitors' strategies, developing an STP framework to identify segments and positioning, creating an advertising and promotional campaign, and setting objectives and timelines.

1. IBP PLAN –Project Outline
I. Problem Framing
a. Background of company
i. Owner and employees
ii. Nature of ownership
iii. How started/years in business
iv. Growth rate and evolution of product and promotion
b. Background of problem
i. Exact nature of problem (the 5Ws and H)
ii. What factors have led to problem?
c. What is the marketing communications problem?
II. Overall Summary of Events/Meetings
a. Initial meeting
b. Follow-up meeting
c. Dispersion of duties
d. Main objectives to achieve
e. How to implement strategies
f. How to measure impact of strategies
III. Competitive Analysis (STP)
a. Main competitors
i. Direct and indirect competitors
ii. Market coverage
b. Key segmentation and targeting strategies
i. How was the information gleaned and determined?
ii. What targets remain?
c. Positioning dimensions
i. How many dimensions are used?
ii. What key factors are used in positioning the product?
iii. What dimensions remain?

2. d. Place strategies used by the competition
i. What distribution strategies are used by the competition?
ii. Which strategies pose the biggest/least threat?
iii. What makes a location the most desirable?
e. Pricing strategies used by the competitors
i. What pricing strategies are being used?
ii. What bundling strategies?
iii. What influences pricing strategies?
f. Promotional strategies
i. Value proposition of each competitor (functional, emotional, and
self-expressive benefits)
ii. What types of advertising appeals are being used?
iii. Promotional activities and coverage
iv. Web presence analysis
v. Perceptual map
IV. STP Plan
a. Describe all segments available
b. Describe segmentation variables currently used (if any) and what your
group suggests and why
c. Describe target currently used (if any) and what your group suggests and
explain to what extent it meets target selection criteria
i. Describe specific needs and wants of target
ii. Describe unique characteristics of target
iii. Provide a typical profile of target
iv. Describe why target chosen is sound
d. Describe positioning currently used (if any) and what your group suggests
and why
e. Describe the value proposition currently used (if any) and what your group
suggests and why
f. Provide a new perceptual map

3. V. Marketing Mix (Product, Place, and Price)
a. Product strategies
b. Place strategies
c. Price strategies
VI. IBP Plan: Communication Mix, Objectives and Timeline
a. Describe advertising plans and objective
i. Creative: Logo design, taglines
ii. Legal requirements: trademarking
iii. Media schedule
b. Describe sales promotion plans and objective
i. Coupons, rebates, contests, tradeshows, etc.
ii. How integrated with other promotional aspects
iii. What should they use?
c. Describe personal selling plans and objective
i. What if any PS is used?
ii. How should it be used?
d. Describe public relations plans and objective
i. What if any PR is used?
ii. How is it used?
iii. What publicity is possible to generate?
e. Describe sponsorship/event plans and objective
i. What events are currently used?
ii. What should be used and why?
f. Describe social marketing plans and objective
i. To what extent does the company use Facebook, Twitter, Linkedin,
etc.?
ii. How should they use it?
iii. What specific plans do you have for them to use this form of
communication?