Attached are some examples of the assignment, I need sections 4-7. Use the document “Order 1464001 (1).docx” to add to sections 4-7, complete with the table of contents. Instructions to sections 4 -7 below. Thank you Section 4 — Identity Interrogative Prospect — Customer Behavioral Groups – Who are the customers? How would you group your customers – demographic profile? psychographic profile? Individualize the customer so we can clearly understand the prospect and how they behave. Positioning – how is the brand positioned? (Remember, by the customer – research to back this up?) Strategic personality – how is the brand’s personality described? Brand identity summary – present a full identity profile Emotional context – deeper emotional description of the brand’s (its soul, its essence) Brand Contact Summary – how does the company communicate with its customers New product opportunities – brand extensions Section 5 — The “Brand Plan” Brand Overview — Please present your recommendations on how to improve the brand and its brand management: Brand Plan Overview and Objectives List specific goals of the Brand Plan — projected sales, new markets, new products. Must be measurable. You will be responsible for presenting a “NEW BRAND CONCEPT” that is to move the brand forward – it could be a new marketing campaign; a new customer service program; a new product. Please work with me on developing this new initiative – we have many, many examples. Brand Strategies – how to position the brand List the key marketing strategies for this brand Brand Tactics Marketing Communications These tactics will vary between B2C and B2B companies. However, it will be important to look at the Brand Plan in a narrow perspective (vs. a broader marketing plan for the company). This plan addresses the specifics of the brand you have selected. Brand identity Address the brand identity issues – recommendations on the brand image/name, positioning in terms of its identity; If you have specific recommendations based on your brand analysis (above), then this is where you make them. Specific tactics are to be included below sections. Brand communications (These are examples of marketing tools you may incorporate into your plan. You don’t have to use all of them, of course. Select the ones that best fit your project brand.) Advertising – print, broadcast, out of home Public relations Trade communications Direct mail and other mediums Brand and customer service? (how does the company handle different brands and customer contact) Packaging and brand identity elements Point of Purchase displays Website and e-marketing programs Social Media – the “hot” button – but not for every brand – so be creative — more on this in class chats and in lecture notes. You will need to determine the use of various SM channels such as Facebook, Twitter, Pinterest, Linkedin, etc. But please be realistic about your choices and customer acceptance. Brand promotions Recommendation on specific brand promotions Strategic promotion partners (a la Disney) E-brand programs Recommendation on specific e-marketing programs which should cover email marketing (push), banner, keywords, etc. Web site brand (separate, integrated)? E-customer service (CRM option) Brand research Your recommendations for brand research Primary/secondary research What type – qualitative, quantitative? Brand calendar – when are ‘new’ brands introduced? (do they have one) Basically, this is the marketing tactics calendar Brand operations – is this segmented from other brands? Recommendations on operations functions No budget will be required No timelines or division of responsibilities required Section 6 — Summary and Conclusions Section 7 — Addendums, research and other data Submit your findings and conclusions
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