Marketing Communication and Brand Strategy, marketing homework help

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RET2015

Business Finance

Description

Purpose of Assignment

This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience.

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. Charts/ graphs are recommended

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.

Unformatted Attachment Preview

Marketing Communication and Brand Strategy Grading Guide MKT/571 Version 9 Marketing Copyright Copyright © 2016 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Marketing Communication and Brand Strategy Grading Guide MKT/571 Version 9 Edited in accordance with University of Phoenix® editorial standards and practices. 2 Marketing Communication and Brand Strategy Grading Guide MKT/571 Version 9 Individual Assignment: 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. Grading Guide Content Met Partially Met Not Met Total Available Total Earned 7 #/7 Student develops a branding strategy and marketing communication plan that addresses at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan. Choose 5 elements from the lists below: • Situational Analysis: o Vision , Mission, Strategic objectives, Values o Strengths/Weaknesses o Competitor’s Strengths/Weaknesses o Market Segments • Product, Place/Distribution, Promotion, and Price Strategies: o Creating a Brand Image o Maintaining Brand Image o Branding Concerns o Promotion/Integrated Marketing Communication o Advertising Strategy/Objectives o Push and Pull o Media Strategy o Advertising Execution o Public Relations/Strategies Student must include a measurement of customer loyalty and retention in your strategy document. The branding strategy and marketing communication plan is a minimum of 700 words in length. Note: Charts/graphs/tables do not count toward the word count. Comments: 3 Marketing Communication and Brand Strategy Grading Guide MKT/571 Version 9 Writing Guidelines Met Partially Met Not Met Total Available Total Earned 3 #/3 10 #/10 The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. Assignment Total Additional comments: # Comments: 4
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Attached.

Running head: MARKETING COMMUNICATION AND BRAND STRATEGY

Marketing Communication and Brand Strategy

Institutional Affiliation

Date

1

MARKETING COMMUNICATION AND BRAND STRATEGY

2

Introduction

Procter and Gamble is a consumer goods corporation which is a brand leader in most of
its product categories due to its key marketing and brand strategies. Vicks is among the
healthcare products of the company and marketing it will be a critical strategy of helping the
company achieves leadership in the consumer goods market. This paper will describe the
branding policy and advertising communication plan for Vicks by addressing various elements of
the situational analysis and the commodity, location, and promotion, price policies. The paper
addresses the strengths and weaknesses, creating a brand image, advertising strategy, public
relations strategy, and mission, vision, strategic objectives, and values.

Vision, Mission, Values, and Strategic Objectives of Vicks

The mission of the product will be providing the best quality in the market and providing
the highest value to the customers while trying to improve the life of consumers (Luxton, Reid,
and Mavondo, 2015). The vision of the product Vicks will also strengthen that of the company
by aiming to be the most admired consumer product in the world by being socially responsible
and environmentally sustainable. This vision will be useful in meeting the long terms goals of
Proctor and Gamble in becoming the fastest growing company worldwide. The strategic
objective of Vicks will aim to the fastest moving consumer good in the market by meeting the
needs and requirements of every consumer. The values of the pr...


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