Wk 5 – Marketing Communication and Brand Strategy [due Mon]
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience.
Resources: Marketing Plan and Outline
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.
Please use the bold and underline situational items below for this paper based on the Coca Cola company
Vision , Mission, Strategic objectives, Values
Product, Place/Distribution, Promotion, and Price Strategies:
Creating a Brand Image
Maintaining Brand Image
Promotion/Integrated Marketing Communication
Push and Pull
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.
Format your assignment according to APA guidelines.