Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience.
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
- 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.
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Explanation & Answer
Running head: MARKETING COMMUNICATION AND BRAND STRATEGY
Marketing Communication and Brand Strategy
MARKETING COMMUNICATION AND BRAND STRATEGY
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...