Structure: Executive Summary Introduction/Background: Industry, Concept, and Situational Analysis Market Overview/Market Condition (PORTER, SWOT, PESTLE, Environmental analysis and challenges in the market) Objectives Target Customers Segmentation Target Positioning Marketing Mix (4Ps) Policies Partnerships Brand Customer Based Brand Equity Model: Salience, Imagery, Performance, Judgment, and Loyalty Value Proposition (ex: price) Emotional and Rational Perspective CSR strategies Recommendations