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
Developa
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:
- 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 in Week 1. This will be incorporated into your overall
marketing plan for Week 6.
Cite a minimum of three
peer-reviewed references.
