Assignment
Purpose
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 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
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.
- Situational Analysis:
- Vision , Mission, Strategic objectives, Values
- Strengths/Weaknesses
- Competitor's Strengths/Weaknesses
- Market Segments
- Product, Place/Distribution, Promotion, and Price Strategies:
- Creating a Brand Image
- Maintaining Brand Image
- Branding Concerns
- Promotion/Integrated Marketing Communication
- Advertising Strategy/Objectives
- Push and Pull
- Media Strategy
- Advertising Execution
- 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. This will be incorporated into your overall marketing plan.
Cite a minimum of three peer-reviewed references.