1) Company and Product Description, in which you have to describe (a) the company briefly making reference to the industries that it operates in, its products, its market share(s), trends in sales etc. and (b) the product idea/concept highlighting benefits and value for customers. Also state marketing objectives with respect to market share, sales, or profits. Debate whether these goals are realistic, etc… conclude this part by Identify all of its brand elements and assess their ability to contribute to brand equity according to the choice criteria identified in the chapter. 2) Market analysis, in which you have to analyse the environment and above all the consumers. This part will be evaluated based on the breadth and depth of the data collected, as well as the relevance and soundness of the insights derived. 3) Target market and positioning of the product, in which you profile the intended target market for the product. Make sure that you use relevant psychographic variables to describe your target market so that one can assess the potential size of the segment. Explain your rationale underlying your target market selection. Explain how you will position the product to the target market: identify the most important product attribute(s) and where you want your product to be perceived by your target market with respect to these attributes. 4) Branding Strategy, in which you will describe your strategy in terms of product (if possible), Price, Distribution, Promotion) and justify the chosen strategies. This part will be evaluated based on its consistency with the marketing strategy, comprehensiveness, creativity and out-of-the-box thinking, and thoroughness of its budgeting and financial aspects. 5) What can be done for the company in term of relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What did the company do? Why was it effective? Could others learn from that?