What role does the new product play in the brand portfolio?

Branding is a means of differentiating a product from its competitors. Branding is an important aspect of marketing because it provides a distinctive identity to a product or family of products that sets it apart from competitors. This assessment introduces the concept of brands and discusses the various ways marketers position their products within the brand structure. By the end of the assessment, you may look at branding and products a bit differently than you do right now! The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan submitted in Assessment 1. They have now asked you to develop a brand presentation based on this work. Your Role You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a brand presentation for a new pet food product (or new product or line extension at your employer or future employer.) Develop a brand presentation including the following elements based on your research, building on your work submitted in Assessment

1. Develop a PowerPoint presentation of 8–12 slides that synthesize the work, using the speaker’s notes sections of each slide to expand your talking points. Be sure your presentation includes: Title Slide. Product Overview. Market Objectives. Marketing Mix. References. Your presentation should answer the following: What is the brand name for the product? What role does the new product play in the brand portfolio? Optional: For fun, you might create a logo or packaging for your product. Who is the target market? Who are the main competitors and what strengths do they have that you must compete against? What will be the new product’s objectives (create greater customer loyalty, increase trials, expand usage among current users, support trade relations)? What will be the new product position? How will it complement the objectives?

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