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 individual marketing plan project and students should review the Week 3 Learning Team Assignment for background assistance in product brand strategies as developed by the team.
Develop a minimum 1,400 word branding strategy and marketing communication plan in Microsoft® Word. This document should address these elements as taken from the Marketing Plan Outline and Timeline sections titled, “Situational Analysis,” and the “Product, Place/Distribution, Promotion, and Price Strategies,” and shown below: You must include a measurement of customer loyalty and retention in your strategy document. You may include infographics to provide additional clarity and coherence to your document.
• Vision, Mission, Strategic objectives, Values
• 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.
This is a continuation of your global or multi-regional company, as selected in Week 1, and will be incorporated into your overall marketing plan for Week 6.
Include in-text citations and references for text (must be used with every assignment in this course), and a minimum of four peer reviewed references, at least two from UOP Library, Electronic Reserve Readings, and/or syllabus embedded videos.
Note: Failure to utilize these resources will result in severe markdowns.
Format your assignment consistent with APA guidelines.