Mountain Equipment Co
Creating a new product launch for vitamins/health supplements to be sold at MEC. Develop a brief marketing plan for this new product line that MEC could launch in its stores. QUESTION #1: NEW PRODUCT Describe the new product line (must be new to MEC yet aligned with its vision) and the category the product will fit in to. (3 marks) QUESTION #2: TARGET MARKET Identify and describe the target market (using the segmentation variables) for this new product and the need it satisfies. (7 marks) QUESTION #3: COMPETITIVE ADVANTAGE Describe two (2) competitors for the new products that MEC will introduce and identify how MECs new products will be different/better. (3marks) QUESTION #4: MARKETING PROGRAM Prepare a brief marketing program as to how MEC might launch this new product line. Your plan must include (at least) -Objectives, Market Overview and all elements of the marketing mix- an elaborate product, price, distribution and communication strategy (promotion mix). (7 marks)
