700 word paper on branding strategy

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Business Finance

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Paper should address at least 5 elements of situational analysis and product, place/distribution, promotion, and price strategies sections of marketing plan. Please see attachment.

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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 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: 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 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.
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Mel Buck Sailing Branding Strategy

Mel Buck’s Branding Strategy
Student name
Course title
Instructor’s name
Date

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Mel Buck Sailing Branding Strategy

Introduction
For the period Mel Buck Sailing has been in operations, its branding strategy has always
revolved around the development of saver boats and offering a wide range of sailing boats training
to its customers who comprise of rescue teams, rapid response water sports and those who do it for
adventure. The company’s brand strategy focuses on simplicity and safety of the lives each
individual, customer-driven products design and being a purely humanistic business with a genuine
and sincere linkage with our customers across the country (Keller, Parameswaran & Jacob, 2011).
Mel Buck Sailing branding revolves around the lifestyle and adventure of its clients, dreams, Hopes,
aspirations, innovations, and power to the people by means of offering safety and rescue training to
their clients. The company’s marketing unit need to realize the new approach of leveraging the
elements of the communication mix and integrate the social media, digital and traditional into a
single, holistic and cohesive approach. This research paper analyzes the situational analysis and
product, place/distribution, promotion and price strategies for Mel Buck Sailing.
The Situational Analysis
Strategic objectives
Mel Buck has a very clear goal as depicted in its vision, mission, and values. The company is
devoted to delivering the highest customer experience through the development of safe boats and
offering safety and rescue training to ensure customers safety become the mantra. The Company’s
unique capacity in designing and developing its unique training services and boats has gi...


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