Marketing Plan: FARMFEST, SOMERSET DEVON UK (Business & Marketing)

Assessment Brief:
Congratulations – the managing director was impressed by your presentation and has now asked to see a full marketing plan.
This assignment follows on from ‘Assessment 1’ and it is important to note that you should act on any feedback received for your presentation.
This marketing plan is a more detailed and more fully developed plan for the same client account that you discussed within your presentation (although you may well have chosen to make various amendments to your approach based on your feedback).
For this assessment, you will be assessed against the ‘Common Assessment Criteria’ of ‘Process’, ‘Analysis’ and ‘Communication’. The specific wording related to this assessment criterion, together with indicators of the performance across grading boundaries can be found at the end of the module handbook and in the assessment section of the module Learning Space site. These grading boundaries will be discussed in the delivery of this module and you are encouraged to ask questions if you are in any doubt about any aspect of the grading and feedback process.
Work Required:
Ensure that the marketing plan is formatted according to Falmouth University Guidelines for report format. Please note that the title page, contents page, bibliography and any appendices are not included within the word count. Please note that it will be beneficial to communicate as succinctly as possible and you should explore the use of tables, charts, diagrams and bullet points. Please also ensure that the submission accurately utilises “The Guide to Harvard Referencing at Falmouth University”.
1. Introduction – Clarify to the reader (the managing director of the marketing agency) the context of the report and provide an outline of the structure – in other words let the reader know what to expect from the report.
2. Identification of target market - Include an analysis of the target customer profile(s). The discussion should be supported by reference to high quality source material in order to justify your approach and add credibility to your proposals. It is important that there is a direct connection between market intelligence and your approach to target market identification.
3. Positioning Strategy – Discuss the positioning of your product or brand. This should highlight points of differentiation from competitors and identify the customer benefits that are being communicated.
4. Marketing Activity – Clearly communicate the integrated marketing communications plan including the message that you will be communicating and the media that you will be using. A release strategy would also be beneficial in order to show the progression of activities.
5. Promotional Communications Design – Include examples of promotional communications. The exact balance of materials will depend on your individual marketing plan but you are expected to include draft examples of any planned material. This could include poster or banner advertising, video material, social media posts, press releases or any other relevant material. You may also decide to work with third party providers (such as influencers) – in this case it would be beneficial to produce ‘mock-ups’ of potential content.
6. Conclusion – Provide a concise summary that brings together the key points from the marketing plan. You should make sure to create a positive impression that leaves the reader enthused and confident in your ability. Remember who the audience is and what the purpose of the document is.
7. Bibliography - Full list of references (and key sources)