Milestone Asidgnment
Overview: For this third milestone, you will identify key attributes of a brand in the mature or declining stage and assess how the marketing mix is currently being used at this stage to ensure consumers remain engaged with the brand.
Prompt: This activity will allow you to take a more in-depth look at a brand in the maturity or decline stage. However, please note that the brand may no longer be in maturity or decline, but it should be from a prominent company that allows you discuss key attributes and how the marketing mix was used by the brand while in maturity or decline.
First, select a brand from the brand maturity or decline list that you will use for your final project or one of your own choosing. If you are choosing your own brand, please check if it is appropriate by posting any questions to the General Questions discussion and determine whether there are sufficient resources to cover all aspects of the assignment.
Option 1: Maturity Option 2: Decline
• Coca-Cola • Blackberry
• Disney • Blockbuster
• Dove • RadioShack
• Nike • Nokia
• Nordstrom • Yahoo
• Walmart
As you write, consider the following for either Option 1 or Option 2:
• What are some key attributes of the brand in the maturity or decline stage? What are the challenges that the brand is facing in this stage?
• How does the brand use the marketing mix to ensure relevance at the maturity or decline stage? What has the company decided to do with the brand? What are the benefits and risks of these decisions?
• How is the marketing mix used to engage consumers and enhance perception of the brand at the selected stage?
• What is the role of internal or external stakeholders at the selected stage?
Address the following critical elements for either Option 1 or Option 2:
I. Describe the attributes of this life cycle stage.
II. Identify the 4P's of the brand.
a) Describe how the brand uses the marketing mix elements as a guide.
b) Analyze the impact of the marketing mix on overall brand perception.
c) Describe the role of internal stakeholders in this brand stage.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.