From the start of this course, you have accessed the Interactive Marketing Plan tool and used the  step-by-step guide to complete Part B of your marketing plan. You are required to submit a marketing plan for a hypothetical product-based company. Your plan must include the company’s mission, introduction and branding, and information collected from Step 5 of the Interactive Marketing Plan, located in the course shell. Note: Some elements may not be covered in the Interactive Marketing Plan and will require additional research.

*Note: It is recommended that you complete chapters 8-10, in addition to the previous chapters recommended before completing this assignment.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

1. Revise your executive summary from Assignment 1.
2. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
3. Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response.
4. Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement.
5. Examine the relevant marketing science of customer behavior for your product.
6. Develop your company’s mission statement and company introduction.
7. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Your textbook, Wikipedia and other Websites do not qualify as academic resources.
8. Your work is to be submitted through Turnitin, in the assignment link.  Please ensure that this is YOUR original work and includes properly cited researh (APA format).

Your assignment must follow these formatting requirements:

• Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the your name, Dr. Ortloff, BUS 377, and the date, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

• Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
• Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
• Develop branding strategies for existing and new products.
• Use technology and information resources to research issues in marketing management.
• Write clearly and concisely about marketing management using proper writing mechanics.