The manuscript section is the most important section. Sub-headed sections in this part of the document should include the following. The sub-head should start a new page (some sections will not fill up a full page). 1.Introduction. Tell the reader the purpose of the paper, the brand, how data is organized, etc. 2.Brand Details. Provide details about the brand, such as their product line, pictures of the packages, etc. 3.Mission. State the brands Mission Statement and provide a brief explanation on how the brand does (or does not) achieve their mission. 4.Brand History. Provide history of the brand, such as when it was first offered for sale, when key line extensions were added, the growth of the brand relative to market share and / or sales. If corporate ownership changed, this should be reported here too. The history of the past 2-5 years is the most important time period to analyze. 5.Corporate Strategy. The key items to address here is how this brand relates to the various other consumer brands that the corporation owns. Is this brand a small part of the total brand mix? Is this brand similar to other consumer brands the corporation owns? The goal here is to understand any internal competition the brand may face along with any symmetry the brand might enjoy relative to production, sales force efforts, etc. 6.Industry Review. Provide brief profiles (i.e., strengths and weaknesses) of the two major competitors. Providing their logo, package graphics would help too. 7.SWOT. List, in priority order, 2 items in each of the 4 sections. Discuss all of the items. 8.Target Market. Profile the two leading target markets. Make sure it is clear which group is the most important. Use POP / POD to understand the primary target markets perception of the brand relative to the leading competitor. 9.Current Strategy. Summarize what you perceive as the brands current strategy (consumer trial, loyalty, loading, new product introduction, new customer acquisition, first-mover, etc.).
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