With the positioning in mind, how does the product lifecycle and type of product inform the 4Ps?
· What product type (convenience, shopping, specialty, unsought) does your product/brand belong to? This typology also encompasses services.
· Which PLC stage is your product in? Provide research, metrics, or evidence from that you base this categorization and discuss. Do you anticipate a transition between stages change in the next 12 – 18 months?
· How would you describe the branding strategy for the product/brand you are reviewing? What role does the corporate identity play in establishing the product/brand identity? Use visual images of your firm and brand logos to support your discussion.
· What changes or modifications to the product/brand will be required to implement your strategy and positioning? Do you need to create a new product, product line, or brand?
In addition to summarizing your discussion in Memo 6, articulate the specific recommendations, changes, and actions needed to implement the marketing plan's positioning in the marketing requirments
Important note: Analysis, responses, and conclusions must provide greater insight into the questions or problem. Refrain from general statements.
The Business Memo format is a little like an email, but it incorporates a crucial concept: BLUF – Bottom Line Up Front.
Unlike traditional composition, creating a nice introduction, developing 2-3 arguments, and ending with a grand conclusion does not work in business (and other domains). Instead, in business, we need to get to the bottom line right away. If the person is interested in the analysis or exposition, they can continue reading the remainder of the memo.
· The diagram downloadprovides a "structural" view of the memo using the BLUF format.
· The first paragraph should state the problem or situation, provide evidence or support for the problem or situation, offer a strategy or solution or action needed, and a projection of the likely outcome or result.
· The rest of the memo provides analysis, support, evidence, etc.
· If supplementary materials are too extensive to fit into the memo, include them as appendices.
Busy executives do not have a lot of time to wade through a lot of discussion and development, BLUF provides them a general overview, and if they are interested, they can read further. Otherwise, they need as much information as they can in the first paragraph.
· Follow the memo format
· Use formal business language
· Write primarily in the third person
· Writing is to be concise and professional
· Do not redefine terms defined in the text
· Use and apply terminology, jargon, concepts, and tools accurately
· Include proper citation and reference
· Few or free of basic grammatical issues
Please make sure to use the bluf format