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STP Presentation Basic Outline

STP Presentation Basic Outline. Brand/Product Team Members Contact Information. Market Analysis (Questions to consider). What are your brand’s overall strengths? What are your brand’s overall weaknesses? What opportunities exist for your brand? What are the biggest threats to your brand?

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STP Presentation Basic Outline

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  1. STP PresentationBasic Outline Brand/Product Team Members Contact Information

  2. Market Analysis(Questions to consider) • What are your brand’s overall strengths? • What are your brand’s overall weaknesses? • What opportunities exist for your brand? • What are the biggest threats to your brand? • Describe your brand’s overall business strategy.

  3. Brand Strategy • Segmentation & Target • Explain your view of the market & its segmentation. Identify your target and explain why this is the best target for your brand • Positioning • Explain and justify how you will position your brand. • Provide a positioning statement (e.g. To (target market), X is the brand of (frame of reference) that (benefit/point of difference) because of (product attribute))

  4. Media & Promo Strategy • Media Tactics Chosen • List media tactics / resources chosen • Strategy • Explain your media and promotions strategies (i.e. are you going for awareness, trying to stress a certain attribute, etc.) • Rationale • Give clear rationale for each of your media tactics

  5. Optional: Marketing Strategy (Planning Document Only)

  6. Key Considerations Rules of Engagement: • Presentation CANNOT exceed 15 minutes • 10 minutes for presentation – there will be a hard stop • 5 minutes for Q&A • Marketing is all about making the right choices. Be able to justify your choices!

  7. Scoring Criteria • Does the presentation show a clear understanding of the product and the brand? • Is the marketing strategy based upon sound consumer insights? • Is the SWOT analysis comprehensive and meaningful? • Is the target logical for the product? • Is the positioning statement actionable? • Does the frame of reference make sense for the product? • Is the promotional strategy cohesive and creative? • Is the presentation delivered clearly and with enthusiasm?

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