Project outline

Form a group from 3-5 members

Think about a realistic brand, either a product not available in Egypt or an

already available. The product may be a physical product or a service.

You are required to:

1. Submit a word doc or a ppt. That will include the following

● Introduction to your corporate mission statement

● Develop the business portfolio (BCG matrix and the Product/Market
Expansion Grid)
● Give examples if the company downsized or eliminate product from
the market.
● Who is your target market? (How you discovered that customers
need your product? Why will customers be interested in buying your
product? )

● The product description

→ Name, logo, design and quality as well as its features, & benefits
→ Which classification (convenience, shopping, specialty and
unsought) does it belong to and why?

● The segmentation, targeting, differentiation & Positioning

→ Outline the major variables that might be used in segmenting
the market for your product.
▪ Geographic (where this product is available?)
▪ Demographic (what age, gender, income level will be
interested in your product?)
▪ Psychographic, and social (which psychological factors and
attitudes may affect the customer intention and behavior?)
→ mention your target market
● Differentiation the competitive advantage to create superior customer
value.
 → Positioning the clear, distinctive, and desirable place of your
product in the minds of target consumers.

● Price: What is the pricing strategy do the company use? Why?

(Market- Skimming or Market- Penetration)?

● Promotion: What promotional tools do the company use

(Advertising, sales promotion, personal selling, public relations or
Direct & Digital and social media marketing)? & why?

● Place (Distribution Channel): How will your company deliver its

goods/services to its customers (e.g., stores, direct mail, online,
etc.)? Why?
● Think about how you can modify or improve to add value to it.