Pick out a major consumer-oriented brand (national or international) with a robust marketing program that includes multiple channels such as TV ads, online ads, social media marketing (organic or paid), influencer marketing, sponsorship, public relations, sales promotion and so forth. You should pick a brand that uses at least 3 or 4 different marketing channels such as Apple, Honda, Lululemon, Red Bull, Audi or a similar global brand with clear peer competitors.
In this assignment, you are writing a memo to your boss. She is the Chief Marketing Officer (CMO) for a major private sector company that competes with the brand you selected (For example, if you are analyzing Coca Cola, you would be working at Pepsi; if you are analyzing Honda, you are working at Toyota, and so forth). In this 4 to 5-page memo (1.5 line spacing), you will analyze the integrated marketing communications efforts of the brand you have selected, specifically considering:
Brand Structure – how is the brand positioned in the market? What are its band promise, brand values, brand personality, brand identity? How are they differentiated from their competitors – brand, price, utility?
Audiences – who are they targeting? Describe the demographic and psychographic segments the brand is primarily reaching through its marketing.
Strategic Approach – describe the brand’s strategic approach to marketing. What channels are they using? Which channels are the priority? How effective are they in those channels? How does their strategy compare to their competitors? How do they appear to allocate budgets? What is their creative philosophy? What emotional response does the brand’s marketing trigger?
Tactics – describe the brand’s execution of their strategy. What do they do well? What do they do poorly? Support your conclusions with facts. For example, compare their social following with their primary competitors and look for other fact-based comparisons.
Your memo should include a conclusion that summarizes your analysis of the efficacy of this brand’s marketing efforts. Are they a strong competitor – why or why not?
You will be graded on the strength of your analysis and the depth you bring to this assignment.
Again, this is a business memo, not an academic paper. Ensure you format it as a business memo. If you use a fact drawn from a source, note the source in the body of the memo but do not include references. (For example, “According to the New York Times, Honda…”)
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