Problem
• Prompt I: Use the steps using the prompts from the Objectives and Strategy sections of the integrated marketing plan, describe the company's customer value-driven marketing strategy. Conclude your analysis with writing a positioning statement that reflects what you think they are doing. You are going to base your analysis and your statement mostly on what you can observe from their promotional materials and/or the observable customer experience(s) they have created, make your best guess. How are they segmenting and positioning their product/service to provide value to their target consumers?
• Prompt II: What individual product or service decisions were made or not made? What is being done well and what could improve to build better customer value? Why?
• Prompt III: Identify a retailer that is successfully using an omni-channel strategy. What is the retailer doing that sets it apart from the competition? (Do not use Walmart or Footlocker as they are highlighted in the text).
• Prompt IV: Identify an advertising campaign that you feel was integrated well across three or more promotional tools (advertising, personal selling, sales promotion, direct and digital marketing, and public relations). Defend your selection with sound analysis and reasoning and use concepts presented in the course text throughout your response.