This is a 6-7 page essay for an integrated marketing course. The product is soda, and the brands to compare are Pepsi vs Coke.
Part 1: Proposal: Description of company and its brand/product (product, price place, promotion), its product category and its direct competitor. (1 page)
Part 2: Brand Audit: Determine what factors contribute to the performance and equity of the brand, outline the following: intention of the brand, stakeholders perception of the brand, in reference to mix marketing activities, what is the direct competition involved in the brand to influence it, provide detailed information about these communication and promotional activities, such as the offering of new brand extensions, promotions, co-operative advertising, sponsorship, etc. (2 pages)
Part 3: Using Brands: Coke vs Pepsi, complete a brand audit using two brands: target marketing segments, differentiation points, positioning, relevance, identity, and relationships (2 pages)
Part 4: Conclusion: explain why you think the market position of the brand needs to be improved by strengthening the brand equity and improving the integrated marketing communications strategy. (2 pages)