Week 5 – Marketing Communication and Brand Strategy

  I chose the company Blue Apron

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

· Strengths/Weaknesses

· 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.

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.