Colorado State University Marketing an Existing Product Essay

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Put yourself in the position of a marketer who wants to market an existing product or service. Write a paper explaining how you will remarket your product using a new strategy (branding, promotion, new market, etc.) with a focus on the segmentation, targeting, and positioning (STP) strategies to company executives to invest in your recommendation.

Be sure to cover the following:

The big picture; why an STP approach is appropriate

How the market may be segmented

  • Targeting plans; market attractiveness

Positioning strategy utilizing the 4P’s of marketing

  • Provide justifications, in the form of research, for your decisions and reference your textbook and required readings.

Chapters 6 & 12 in Introduction to Marketing

Chitakornkijsil, P. (2012). Brand integrity, advertising and marketing ethics as well as social responsibility. International Journal of Organizational Innovation, 4(4), 109-130.