Brand Extension Marketing Plan

This week you will complete and submit an entire Brand Extension Marketing Plan (BEMP) on the behalf of an existing for-profit organization.

Using the Marketing Plan guide found in Course Documents, you will now put it all together. Be sure to review the Sample Marketing Plan (Pegasus Sports International) in Chapter 2 of your Kotler text.

1.0 Executive Summary 

In 4–6 paragraphs, summarize your Brand Extension Marketing Plan. Be sure to include:

Product 

Benefits 

Target markets 

Customer needs 

Value proposition 

Sales projections 

When you project to break-even 

Your keys to success

2.0 Situational Analysis 

Write a 1-paragraph summary of the current situation

2.1 Market Summary 

(write this section after completing 2.1.1, 2.1.2, 2.1.3, 2.1.4, and 2.2) 

In a 1–2 paragraph summary, address:

What are your target customer groups? Why? 

What are your projections for the growth of this market?