Marketing Communication and Brand Strategy

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 seelcted 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:

a. Vision, Mission, Strategic objectives, Values
b.  Strengths/Weaknesses
c. Competitor’s Strengths/Weaknesses
d,. 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

PLUS: >>> You must include a measurement of customer loyalty and retention in your strategy document.
 
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.
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