DISCUSSION ESSAY
You are assigned the challenge of building market share for one of the key brands mentioned in this brief: Lipton. In other words, some students will be preparing a marketing communications plan for one brand, and some will design a plan for the other, a competitive situation.
The mandate is to prepare a 1-year marketing communications plan for your brand. Part of the challenge is to determine the marketing communications budget to meet the challenge. To do so you must consider the overall market sales and market shares of the key brands and allocate a portion of the sales to marketing communications. How much of their sales revenue should be devoted to the marketing communications budget? The client wants you to develop an “umbrella” campaign (family campaign) that presents a compelling reason for consumers to buy your tea brand. The campaign will be designed to attract consumers to the brand, not a specific type of tea within the brand franchise. The benefits of the campaign will have an impact on the various sub-brands in the brand family.
Procedure Guidelines
You must immediately undertake some online secondary research to determine and evaluate the latest trends in the market and to gather marketing and marketing communications information about the brand you select and its primary competitors. Your communications plan will include a discussion of the various components of the marketing communications mix you are recommending. The extent of “execution” detail required is left to your discretion. Consult with me for clarification and expectations. Refer to the Case Study Model and Marketing Communications Plan Model posted along with the assignment for further guidance.
Do these 2 parts below:
Brand Analysis
(Highlight key aspects of current marketing strategy)
- Product (Advantage)
- Price
- Distribution
- IMC
- Image (perceptions held by consumers)
Positioning Strategy
- Provide a clear positioning strategy statement that will guide the plan and recommendations
