Problem
A description of the product/service that is the focus of your campaign plan. Emphasize the product's strengths, weaknesses, key bene?ts, brand image, and other relevant factors to understand the product's or service's performance and place among its category competitors. Also, there should be an identification of the various market segments, the product's user pro?le, and a description of the consumer decision process for the product and the important factors in?uencing a brand selection. Who buys the product or service? Who is the decider? Who are the in?uencers? What demographic, geographic, psychographic, and behavioral factors in?uence the buying decision? Do extended or limited problem-solving characterize the buying behavior? Is the product/brand a high-involvement or low-involvement purchase? in short, what are the key factors that influence buyer behavior for this product or service?