there need to be at least 12 peer-reviewed articles. Competitive analysis. product/service features, benefits and brand identity. marketing plan objectives described using SMART goals. competitive analysis including differentiation, positioning and target market profile. How the marketing mix (the 4 Ps or 7 Ps) will work together to reinforce the plan objectives, and the marketing communication budget. Integrated Marketing Communications plan (IMC) for your product/service. Media plan for this section should clearly state the communication message and how you will relate the message through your selection of specific modes of communication. Marketing communications budget including total budget and allocations for each media channel.