Brand Strategy Product Distribution
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/Format
Develop a minimum 900-word branding strategy and marketing communication plan in Microsoft® Word.
This document should address Item a and d of the Situational Analysis and three other elements of 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).
You should select and describe each one of the selected five elements for the domestic market and then describe the same selected elements for the foreign market – if the elements are the same, you should explain why they are the same.
The selected company is the Week One researched Company; the product/service were selected in Week Two.
The five elements you select should only come from the options provided below.
- Situational Analysis (choose a and d)
a. Vision, Mission, Strategic objectives, Values (Domestic and Foreign in separate sub-headings)
b. Strengths/Weaknesses
c. Competitor’s Strengths/Weaknesses
d,. Market Segments (Domestic and Foreign in separate sub-headings)
- Product, Place/Distribution, Promotion, and Price Strategies (choose any three topics posted below) –
- Creating a Brand Image (Domestic and Foreign in separate sub-headings)
- Maintaining Brand Image (Domestic and Foreign in separate sub-headings)
- Branding Concerns (Domestic and Foreign in separate sub-headings)
- Promotion/Integrated Marketing Communication (Domestic and Foreign in separate sub-headings)
- Advertising Strategy/Objectives (Domestic and Foreign in separate sub-headings)
- Push and Pull (Domestic and Foreign in separate sub-headings)
- Media Strategy (Domestic and Foreign in separate sub-headings)
- Advertising Execution (Domestic and Foreign in separate sub-headings)
- Public Relations/Strategies (Domestic and Foreign in separate sub-headings)
PLUS: >>> You must include a measurement of customer loyalty and retention in your strategy document (Domestic and Foreign in separate sub-headings)
Please, make sure that your paper contains 6 Titled and numbered Sections to reflect the assignment titles and numbers as they are listed above.
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.
