Individual Assignment: Marketing Communication and Brand Strategy
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.
Assignment Steps
Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word.
This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below.
You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document.
• Situational Analysis:
o Vision , Mission, Strategic objectives, Values
o Strengths/Weaknesses
o Competitor's Strengths/Weaknesses
o Market Segments
• Product, Place/Distribution, Promotion, and Price Strategies:
o Creating a Brand Image
o Maintaining Brand Image
o Branding Concerns
o Promotion/Integrated Marketing Communication
o Advertising Strategy/Objectives
o Push and Pull
o Media Strategy
o Advertising Execution
o Public Relations/Strategies
Note: Charts/graphs/tables do not count toward the word count.
The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.
Cite a minimum of three peer-reviewed references.