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Chapter 16 Assignment 2

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Business
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San Diego State University
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CHAPTER 16 ASSIGNMENT #2
Name: Section:
Date:
Marketing Plan
Chapter 16 presents the marketing plan, a cohesive strategy that combines marketing principles
covered throughout the entire book.
Go to https://kizeconcepts.com and look through the information for Kize Concepts, an energy-
bar company featured earlier in the textbook. (You may also want to look through the company’s
social media profiles as well.) Next, evaluate the following pieces of the marketing plan for the
company and consider the following: What do you think each element of the marketing plan
would be for Kize Concepts given what you see online?
Brand Identity
What is the current brand
identity? How is this
conveyed?
The brand identity for Kize Concepts comprises of a few-ingredient
energy bar that is healthy and naturally made. The company’s
slogan is “Feeding and Fueling People’s Best”, which signifies that
its energy-bar is made of high-quality ingredients. The information
contained in the product packaging states that its gluten-free as well
as non-GMO. Besides, the company presents itself ethical through
the money it donates for charitable causes.
Target Market
What does the current
target market appear to
be?
The target market for the company seems to be individuals who
desire a healthy snack that is made of few, but quality ingredients.
The product is for persons who cannot take gluten-based or GMO
snack bar. The energy bar is good for athletes who need to boost
their energy, but they are conscious about their health. Additionally,
they attract philanthropists who want to make a difference as part of
the company’s revenue goes to a person in need for every
purchase.
Product/Service
What is the current
product or service?
The company’s product is energy bar, with different flavors.
Essentially, the products are heathy and makes customers
energized and energized. These bars are different from other bars
available on the market, especially because of the donations for
every purchase.
Positioning Statement
Write out what you think
the company’s positioning
statement is based on
what you have
researched. Use the
positioning statement
template in the textbook.
Kize Concepts is an energy bar athletes and people who desire a
healthier snack bar than those available in the market. The product
targets multiple markets by offering few, but natural ingredients.

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CHAPTER 16 ASSIGNMENT #2 Name: Date: Section: Marketing Plan Chapter 16 presents the marketing plan, a cohesive strategy that combines marketing principles covered throughout the entire book. Go to https://kizeconcepts.com and look through the information for Kize Concepts, an energybar company fe ...
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