Final Team Project
1. Team Brand Project Choose a consumer brand or product to analyze. You are a marketing communication expert that has been called in to help this organization. Analyze the work the brand has done so far in regard to marketing and promotion. As an expert, it is your job to provide recommendations based on what you discover through the analysis of the brand's marketing communication strategies. Discuss what the organization is doing well, how they can improve, what other tools should it be using or not using, etc. Utilize the readings from this course to provide best practices that this organization can utilize to improve its marketing communication strategies.
Part 1: Present your recommendation in the form of a report
Part 2: Prepare a 30 minutes PowerPoint presentation Your final project and presentation should include the following elements:
• Situation Analysis -Brand History with Trends over the last 10 years -Competitive Set -SWOT Analysis
• Target Audience Definition...Lifestyle Snapshots
• Creative Strategy -Positioning Statement -Creative Brief
• Media Mix • Below -the-Line -Public Relations -Promotion Efforts
• Struggle/challenges -Highlight the struggles/challenges the brand is facing/ has faced in the past (this is an important aspect of this assignment) -State the challenges, what happened, what did it do, and what resulted
• Evaluation .....Performance Metrics. Highlight how your recommendations will be measured (what will be the success indicators)
• What could have been done differently/better.