Strategic Brand Management

This project requires students to propose a product, which will be applied to the Strategic Brand ManagementProcess in Projects II-IV. Please do not provide a brand name at this point. Include each of the followingproposal sections/subsections:I. Product: Describe the proposed product providing detailed product information including the product category,uses/benefits/features/USPs, etc.II. Competitors: Describe competitors, both direct and indirect.III. Target Market: Describe the primary target market using the Consumer Segmentation Bases Address eachof the four criteria for market segmentation and target market decisions.IV. Positioning: For your proposed product, Establish both Points-of-Differences (PODs), Points-of-Parity(POPs) and a Brand Mantra.Writer can choose between a perfume, clothing, shoe, or face product proposal.

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