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 that the student is preparing for the Final Marketing Plan of week 6. Thus, the product selection made in week 1 or week 2 should continue as the same in weeks 2, 3, 4, 5 and 6.
Assignment Steps
Develop a minimum 800-word branding strategy and marketing communication plan in Microsoft® Word.
This document should address:
1 – 5 elements from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (listed below). Mandatory are Item #1, Item #4 (numerical demographics), and Item #3; the two additional choices are the student’s choice.
The five elements you select should only come from the options provided below. You must include a numerical 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:
1. Vision, Mission, Strategic objectives, Values
2. Strengths/Weaknesses
3. Competitor’s Strengths/Weaknesses
4. Market Segments
• Product, Place/Distribution, Promotion, and Price Strategies:
5. Creating a Brand Image
6. Maintaining Brand Image
7. Branding Concerns
8. Promotion/Integrated Marketing Communication
9. Advertising Strategy/Objectives
10. Push and Pull
11. Media Strategy
12. Advertising Execution
13. 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.
Format your assignment consistent with APA guidelines.
ASSIGNMENT FORMAT
Introduction
Here you enter your text
PART A
a.1 – Item #1 – Vision , Mission, Strategic objectives, Values
Here you enter your text – check the Classroom Message Area on these topics
a.2 – Item #3 – Competitor’s Strengths/Weaknesses
Here you enter your text – check the Classroom Message Area on How to Provide a Competitive Analysis
a.3 – Item # 4 – Market Segments (quantitative demographics by selected geographical area)
Here you enter your text – check the Classroom Message Area on this topic
a. 4 – Item # ? – An Item of your choice from either the Situational Analysis or the Product, Place/Distribution, Promotion, and Price Strategies List
Here you enter your text
a. 5 – Item # ? – An Item of your choice from either the Situational Analysis or the Product, Place/Distribution, Promotion, and Price Strategies List
Here you enter your text
The Lists are:
• Situational Analysis:
1. Vision, Mission, Strategic objectives, Values
2. Strengths/Weaknesses
3. Competitor’s Strengths/Weaknesses
4. Market Segments
• Product, Place/Distribution, Promotion, and Price Strategies:
1. Creating a Brand Image
2. Maintaining Brand Image
3. Branding Concerns
4. Promotion/Integrated Marketing Communication
5. Advertising Strategy/Objectives
6. Push and Pull
7. Media Strategy
8. Advertising Execution
9. Public Relations/Strategies
a.6 – You must include a numerical 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.
Conclusion
Develop a minimum 800-word branding strategy and marketing communication plan in Microsoft® Word.
The plan will be a continuation of your global or multi-regional business you chose (Apple) in Week 1. This will be incorporated into your overall marketing plan for Week 6.