Assignment

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:

• 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.