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In two to three pages that define how to market and brand a trend or product. Draft out a minimum of three key marketing and branding strategies. If there are symbols or logos to be used to market or brand the trend or product, define what they are. Summarize marketing or branding strategies by pinpointing the trend or product, the target customer, the challenges, and the opportunities. This milestone should be submitted as a Word document with APA citations.

FMM 457: Final Project Guidelines and Grading Guide

Overview
The final project for this course is the creation of a marketing plan for a trend or product (to present to a retailer for adoption). In Module Two, you will identify a
trend or product to present to a retailer, based on establishing a need in the marketplace. In Module Three, you will describe a target customer and why he or
she would want the trend or product, and define the impact on local and global industries. In Module Four, you will assess major competition and draft solutions
to attract target customers. In Module Five, you will analyze any potential challenges in bringing this trend to the market, as well as opportunities. In Module Six,
you will define how to market and brand this trend or product. By Module Seven, bring everything together in a five- to seven-page final paper (using APA
citations) and create a marketing plan that summarizes coursework up to this point by identifying the specific details of the plan (branding, social media,
traditional media), how these details will help make a trend or product appeal to a target customer, and what can be done to get a trend or product recognized.
The final product represents an authentic demonstration of competency because it presents the student work in an original marketing plan for a trend or
product. The project is divided into six milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Two, Three, Four, Five, and Six. The final marketing plan will be submitted in Module Seven.

Outcomes
The marketing plan helps students to meet the following course outcomes:

1. Students will demonstrate an understanding of the importance of designing qualitative and quantitative studies to address management issues or to
examine business opportunities in the fashion-merchandising arena.

2. Students will understand the difficulties involved in developing new trends in the fashion industry.
3. Students will demonstrate an understanding of the difficulty involved in developing a sustainable and efficient supply chain system in the fashion

industry.

Guidelines
Milestone One: Identify a Trend or Product
In task 2-3, you will submit two to three pages that identify a trend or product to be presented for adoption to a retailer. First, describe the trend or product in
detail as well as the opportunity gap currently present in the fashion marketplace. Then, answer the following questions: Is there anything else currently in the
local market similar to the trend or product you have identified? Who would benefit from the new trend or product? Can the identified trend or product be
adopted globally or only in a specific locale or region? To complete this task, be sure to refer to and integrate all of the ideas and concepts learned thus far from
the resources and discussions in Modules One and Two. The milestone should be submitted as a Word document with APA citations. The task will be graded
with the Trend or Product Rubric.

Milestone Two: Describe a Target Customer
In task 3-3, you will submit two to three pages that illustrate, describe, and define the target customer for the trend or product identified in Module Two. Clearly
illustrate who your target customer is and describe why he or she would want to buy your trend or product. Also, define the need for your trend or product in the
local marketplace. Make sure you include information on how it could be used in the global marketplace. The milestone should be submitted as a Word
document with APA citations. The task will be graded with the Target Customer Rubric.

Milestone Three: Assess Major Competition
In task 4-3, you will submit two to three pages that, while keeping the target customer in mind, will define and assess the major competition for the trend or
product identified in Module Two. Who are the major competitors already existing and operating in the marketplace? Who might be a potential competitor in
the near future? What, if anything, would be done to deter consumers from purchasing from the competition? How could attention, customers, and business be
attracted away from the competition? This milestone should be submitted as a Word document with APA citations. The task will be graded with the Major
Competition Rubric.

Milestone Four: Analyze Potential Challenges
In task 5-3, you will submit two to three pages that analyze what is believed to be the biggest potential challenges when bringing to market the trend or product
identified in Module Two. Describe in detail how to address these challenges for the target customer as well as how to handle challenges from the competition.
In addition, describe how to overcome these challenges and potentially use them to the trend’s or product’s benefit. Identify any copyright or trademark issues
that might be encountered and ways to effectively deal with such issues. Lastly, how can it be ensured that someone else’s copyright or trademark is not being
used during the design of a trend or product? The milestone should be submitted as a Word document with APA citations. The task will be graded with the
Potential Challenges Rubric.

Milestone Five: Define Marketing and Branding
In task 6-3, you will submit two to three pages that define how to market and brand a trend or product. Draft out a minimum of three key marketing and
branding strategies. If there are symbols or logos to be used to market or brand the trend or product, define what they are. Summarize marketing or branding
strategies by pinpointing the trend or product, the target customer, the challenges, and the opportunities. This milestone should be submitted as a Word
document with APA citations. The task will be graded with the Marketing and Branding Rubric.

A Marketing Plan for a T rend or Product (to Present to a Retailer for Adoption)
In task 7-3, you will submit five to seven pages that represent a marketing plan for a trend or product (to present to a retailer for adoption). The marketing plan
identifies, describes, evaluates, and analyzes the important points that must be addressed to bring a trend or product idea to market. This final paper should
incorporate everything from Milestones One through Five, revised and streamlined into five to seven pages for the final marketing plan.

? Identify the trend or product: Does the trend or product idea fulfill a need within the local marketplace and the global marketplace as well? Describe the
target customer: What makes the trend or product desirable to this target customer?

? Evaluate the competition: How will the trend or product win over clients and business from the competition?

? Analyze challenges and draft solutions: What are the challenges of bringing the trend or product to market, and how can the trend or product overcome
these challenges? Create and describe a marketing plan: What are the specific details of the marketing plan (branding, social media, traditional media),
how will these details help make a trend or product appeal to a target customer, and what can be done to get a trend or product recognized?

This final research paper, the marketing plan for a trend or product (to present to a retailer for adoption), should be submitted as a Word document with APA
citations. The task will be graded with the Final Product Rubric.

Deliverable Milestones

Milestone Deliverables Module Due Grading

1 Identify a Trend or Product Two Graded separately; Trend or Product Rubric

2 Describe a Target Customer Three Graded separately; Target Customer Rubric

3 Assess Major Competition Four Graded separately; Major Competition Rubric

4 Analyze Potential Challenges Five Graded separately; Potential Challenges Rubric

5 Define Marketing and Branding Six Graded separately; Marketing and Branding Rubric

6 Final Paper: A Marketing Plan for a
Trend or Product

Seven Graded separately; Final Product Rubric

Trend or Product Rubric (Milestone One)

Requirements of submission: Written components of project must follow these formatting guidelines when applicable: double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate citations. This paper should be two to three pages in length.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Description of Trend
or Product and

Opportunity Gap

Provides a detailed and
insightful description of the
trend or product and
opportunity gap for the trend or
product

Provides a detailed description
of the trend or product and the
opportunity gap for the trend or
product

Provides a minimal description
of the trend or product and the
opportunity gap with few
details

Does not describe the trend or
product or opportunity gap

30

Marketability
Analysis

Demonstrates a comprehensive
and thoughtful exploration of
issues and ideas when analyzing
the marketability of the trend
and answers all of the questions
posed in the task description

Demonstrates a thoughtful
exploration of issues and ideas
when analyzing the
marketability of the trend and
answers most of the questions
posed in the task description

Attempts an exploration of
issues and ideas when analyzing
the marketability of the trend
and answers some of the
questions posed in the task
description

Does not explore issues and
ideas when analyzing the
marketability of the trend; does
not answer the questions in the
task description

30

Course Concept
Integration

Effectively incorporates the
majority of relevant course
concepts and ideas, applying
the information to the trend
description and analysis

Incorporates numerous course
concepts and ideas, applying
the information to the trend
description and analysis

Incorporates a few course
concepts and ideas, minimally
applying the information to the
trend description and analysis

Does not incorporate course
concepts and ideas; does not
apply information to the trend
description and analysis

30

Writing
(Mechanics)

No errors related to
organization, grammar, and
style

Minor errors related to
organization, grammar, and
style

Some errors related to
organization, grammar, and
style

Major errors related to
organization, grammar, and
style

10

Earned Total 100%

Target Customer Rubric (Milestone Two)

Requirements of submission: Written components of project must follow these formatting guidelines when applicable: double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate citations. This paper should be two to three pages in length.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Target Customer
Illustration

Provides a highly detailed,
effective illustration of the
target customer, including
extensive demographic and
psychosocial characteristics

Provides a detailed illustration
of the target customer,
including numerous
demographic and psychosocial
characteristics

Provides a minimal illustration
of the target customer,
including only a few
demographic and psychosocial
characteristics

Does not illustrate the target
customer

30

Trend or Product
Description

Coherent and well-thought-out
description of why the target
customer would buy the trend
or product

Coherent description of why the
target customer would buy the
trend or product

Attempts and struggles to
coherently describe why the
target customer would buy the
trend or product

Does not describe why the
target customer would buy the
trend or product

30

Definition of
Marketplace Need

Clearly and insightfully defines
the need for the trend or
product in marketplaces both
local and global

Clearly defines the need for the
trend or product in
marketplaces both local and
global

Attempts to define the need for
the trend or product in
marketplaces both local and
global

Does not define the need for
the trend in any marketplace

30

Writing
(Mechanics)

No errors related to
organization, grammar, and
style

Minor errors related to
organization, grammar, and
style

Some errors related to
organization, grammar, and
style

Major errors related to
organization, grammar, and
style

10

Earned Total 100%

Major Competition Rubric (Milestone Three)

Requirements of submission: Written components of project must follow these formatting guidelines when applicable: double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate citations. This paper should be two to three pages in length.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Major Competition
Definition

Identifies the major
competition in detail,
insightfully defining and
assessing who they are in the
present marketplace, who they
might be in the near future, and
why they are perceived as such

Identifies the major
competition in detail, defining
and assessing who they are in
the present marketplace, who
they might be in the near
future, and why they are
perceived as such

Minimally identifies the major
competition, attempting to
define and assess who they are,
who they might be, and why
they are perceived as such

Does not identify your major
competition; does not define or
assess who they are

30

Description of
Deterrence

Effectively describes what
would be done to deter
consumers from purchasing
from the competition

Describes what would be done
to deter consumers from
purchasing from the
competition

Minimally describes what would
be done to deter consumers
from purchasing from the
competition

Does not describe what would
done to deter consumers from
purchasing from the
competition

30

Attracting Attention
Explanation

Comprehensively explains how
to attract attention, customers,
and business away from the
competition, expressing
multiple ideas and enticements
for and to the target customer

Explains how to attract
attention, customers, and
business away from the
competition, expressing some
ideas and enticements for and
to the target customer

Minimally explains how to
attract attention, customers,
and business away from the
competition, expressing very
few ideas and enticements for
and to the target customer

Does not explain how to attract
attention, customers, and
business away from the
competition; does not express
any ideas and enticements for
and to the target customer

30

Writing
(Mechanics)

No errors related to
organization, grammar, and
style

Minor errors related to
organization, grammar, and
style

Some errors related to
organization, grammar, and
style

Major errors related to
organization, grammar, and
style

10

Earned Total 100%

Potential Challenges Rubric (Milestone Four)

Requirements of submission: Written components of project must follow these formatting guidelines when applicable: double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate citations. This paper should be two to three pages in length.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Analysis of Potential
Challenges

Comprehensively analyzes both
the challenges for bringing a
trend or product to a target
customer and the challenges
from competition, using specific
details

Analyzes both the challenges
for bringing a trend or product
to a target customer and the
challenges from competition,
using some details

Minimally analyzes the
challenges for bringing a trend
or product to a target customer
and the challenges from
competition

Does not analyze challenges 30

Addressing
Challenges
Description

Insightfully describes what to
do to overcome challenges and
potentially use them to the
benefit of a trend or product

Describes what to do to
overcome challenges and
potentially use them to the
benefit of a trend or product

Minimally describes what to do
to overcome challenges and
potentially use them to the
benefit of a trend or product

Does not describe what to do to
overcome challenges and use
them to the benefit of a trend
or product

30

Copyright and
Trademark Analysis

Effectively analyzes any
copyright or trademark issues
that might be encountered and
conclusively details how to deal
with them

Analyzes any copyright or
trademark issues that might be
encountered and details how to
deal with them

Attempts but struggles to
analyze any copyright or
trademark issues that might be
encountered and struggles to
logically detail how to deal with
them

Does not analyze any copyright
or trademark issues; does not
detail how to deal with them

30

Writing
(Mechanics)

No errors related to
organization, grammar, and
style

Minor errors related to
organization, grammar, and
style

Some errors related to
organization, grammar, and
style

Major errors related to
organization, grammar, and
style

10

Earned Total 100%

Marketing and Branding Rubric (Milestone Five)

Requirements of submission: Written components of projects must follow these formatting guidelines when applicable: double spacing, 12-point Times New
Roman font, 1-inch margins, and discipline-appropriate citations. This paper should be two to three pages in length.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Draft of Marketing
and Branding

Strategies

Comprehensively drafts a
minimum of three key
marketing or branding
strategies for the trend or
product using specific details

Drafts a minimum of three key
marketing or branding
strategies for the trend or
product using some details

Attempts but struggles to draft
a minimum of three key
marketing or branding
strategies for the trend or
product

Does not draft a minimum of
three key marketing or branding
strategies for the trend or
product

30

Definition of
Symbols or Logos

Creatively and accurately
defines symbols or logos to be
used to help market or brand a
trend or product

Accurately defines symbols or
logos to be used to help market
or brand a trend or product

Minimally and/or inaccurately
defines symbols or logos to be
used to help market or brand a
trend or product

Does not define symbols or
logos to be used to help market
or brand a trend or product

30

Summary of
Marketing or

Branding Strategies

Comprehensively summarizes
marketing or branding
strategies by clearly pinpointing
the trend or product, target
customer, challenges, and
opportunities

Summarizes marketing or
branding strategies by
pinpointing the trend or
product, target customer,
challenges, and opportunities

Minimally summarizes
marketing or branding
strategies

Does not summarize marketing
or branding strategies

30

Writing
(Mechanics)

No errors related to
organization, grammar, and
style

Minor errors related to
organization, grammar, and
style

Some errors related to
organization, grammar, and
style

Major errors related to
organization, grammar, and
style

10

Earned Total 100%

Final Product Rubric

Format: Written components of projects must follow these formatting guidelines when applicable: double spacing, 12-point Times New Roman font, 1-inch
margins, and discipline-appropriate citations. This paper should be five to seven pages in length.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Identification of a
Trend or Product

Insightfully identifies a trend or
product and how the trend or
product fulfills a need within
both the local and the global
marketplace using specific
details

Identifies a trend or product
and how the trend or product
fulfills a need within both the
local and the global
marketplace using some

Minimally identifies a trend or
product and how the trend or
product fulfills a need within
both the local and the global
marketplace

Does not identify a trend or
product and how the trend or
product fulfills a need within
both the local and the global
marketplace

15

Description of the
Target Customer

Effectively and thoroughly
describes the target customer
and what makes the trend or
product desirable to this
customer

Thoroughly describes the target
customer and what makes the
trend or product desirable to
this customer

Inconclusively describes the
target customer and what
makes the trend or product
desirable to this customer

Does not describe the target
customer and what makes the
trend or product desirable to
this customer

15

Assessment of Major
Competition

Accurately and
comprehensively assesses the
competition and how the trend
or product will win over clients
and business from this
competition

Comprehensively assesses the
competition and how the trend
or product will win over clients
and business from this
competition

Minimally and/or inaccurately
assesses the competition and
how the trend or product will
win over clients and business
from this competition

Does not assess the
competition and how the trend
or product will win over clients
and business from this
competition

15

Analysis of Potential
Challenges

Conclusively analyzes the
challenges of bringing the trend
or product to market and how
such challenges can be
overcome

Analyzes the challenges of
bringing the trend or product to
market and how such
challenges can be overcome

Inconclusively analyzes the
challenges of bringing the trend
or product to market and how
such challenges can be
overcome

Does not conclusively analyze
the challenges of bringing the
trend or product to market and
how such challenges can be
overcome

15

Definition of
Marketing and

Branding

Effectively defines how to
market and brand the trend or
product with a minimum of
three strategies and supports a
recommendation for the best
strategy

Defines how to market and
brand the trend or product with
a minimum of three strategies
and supports a
recommendation for the best
strategy

Ineffectively defines how to
market and brand the trend or
product with a minimum of
three strategies and does not
sufficiently support a
recommendation for the best
strategy

Does not define how to market
and brand the trend or product
with a minimum of three
strategies and does not
recommend a strategy

15

Identification of
Marketing Details
and Recognition

Strategy

Effectively identifies how the
marketing plan will make a
trend or product appeal to a
target customer and what
strategy or strategies can be
employed to get a trend or
product recognized

Identifies how the marketing
plan will make a trend or
product appeal to a target
customer and what strategy or
strategies can be employed to
get a trend or product
recognized

Minimally identifies how the
marketing plan will make a
trend or product appeal to a
target customer and what
strategy or strategies can be
employed to get a trend or
product recognized

Does not identify how the
marketing plan will make a
trend or product appeal to a
target customer and what
strategy or strategies can be
employed to get a trend or
product recognized

15

Control of Syntax and
Mechanics

Adheres to the conventions of
grammar, punctuation, spelling,
mechanics, and usage with no
errors

Adheres to the conventions of
grammar, punctuation,
mechanics, and usage with few
errors

Adheres to the conventions of
grammar, punctuation,
mechanics, and usage with
some errors

Adheres to the conventions of
grammar, punctuation,
mechanics, and usage with
many errors

10

Earned Total 100%

  • FMM 457: Final Project Guidelines and Grading Guide
    • Overview
    • Outcomes
    • Guidelines
      • Milestone One: Identify a Trend or Product
      • Milestone Two: Describe a Target Customer
      • Milestone Three: Assess Major Competition
      • Milestone Four: Analyze Potential Challenges
      • Milestone Five: Define Marketing and Branding
      • A Marketing Plan for a T rend or Product (to Present to a Retailer for Adoption)
    • Deliverable Milestones
    • Trend or Product Rubric (Milestone One)
    • Target Customer Rubric (Milestone Two)
    • Major Competition Rubric (Milestone Three)
    • Potential Challenges Rubric (Milestone Four)
    • Marketing and Branding Rubric (Milestone Five)
    • Final Product Rubric

1

In the current market industry, there have been significant strides by big retailers and

wholesalers in the area of marketing. This is because while a business may be equipped to

effectively serve any given market, it is only through the marketing approaches used that the said

business can stay competitive. Based on the fact that there has been a continuous development of

social media platforms, there have to be new and better ways that retail businesses can use to

stay trendy and maintain significance in the sense of whether people are talking about them or

not. A retailer in the fashion industry would mostly stand to gain in this aspect since marketing

done on such platforms can target specific community segments, which is very important in such

a business.

Influencers are those people whose opinions are highly sorted out by people in the sense

of what they wear or what they eat. Such people will tend to have a kind of appeal centered on

what is new and what works. For this reason, most retailers have paid such individuals to post

their products on their social media platforms. Since this has been the case for most businesses,

there is the need to go an extra mile in the said marketing approach, and this is done through the

new trend of organizing influencer meet-ups where the influencers show up adorned in clothes

made by different brands (Li et al. 2021). This trend fills the gap of staying relevant to the public

since these shows have live coverage by the influencers themselves. Therefore, by showing up

with the retailer’s design, the influencers build up enough excitement from the public to a

position where the retailer can target newer markets without the limitation of boundaries.

! 2

The new trend would benefit customers since they would be able to choose the fashion

they want to be associated with based on what the influencer they have a liking to is wearing. In

most cases, many people follow influencers because of the idea that these people have aspects

that they would like to have, such as clothing or even their bodies. Therefore, based on this idea,

it would be logical to expect that the approach would inspire more purchases as things would be

judged based on how good the clothes being presented are and how cool the influencers think

they are. The retailer in such a capacity would be the one who stands to gain the most benefit

since one such event could put their products on the forefront of the desired commodities by

consumers.

The idea of using social media as a marketing strategy removes the limitation of

geographical location. Social media platforms are worldwide, meaning people will have access

to the idea of the existence of the product from different parts of the world as long as they have

access to the said platforms. For instance, Instagram can be used on a global scale because it is

widely used by many users in different parts of the world. Additionally, it is worth mentioning

that influencers will not necessarily cause an effect on people from their own countries alone. In

most cases, one influencer will h