STP PresentationBasic 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? • Describe your brand’s overall business strategy.
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))
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
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!
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?