13 Jun PRESENT A COMMUNICATION STRATEGY
Identify a product/service brand that you feel has become outdated.
You are a consultant for the modern marketing agency, “FLASH!” who have been instructed to help modernise the brand you’ve chosen.
Apply the elements and tools of strategic digital marketing (Current Brand Equity, Target Audience, Brand Promise and Frame of Reference) to the brand. On the basis of this, propose a new one-paragraph positioning statement for the brand.
Explain in detail how you would make use of at least two ONLINE innovations in marketing to position this brand through different elements of the marketing mix. Try to imagine a conversion to an e-business for your firm and product and specify where and how this process will start.
Present a communication strategy to present and empower your reconversion plan. In detail you need to talk about the final objective, the communication mix and some impactful action in depth.
Your paper should be presented in the format of proposal, with clear recommended actions, of no more than 2000 words in length and clearly sectioned. Your text must contain valid academic references from the online library, and be checked for spelling and grammar usage. Plagiarism will result in an automatic grade of zero and is considered a disciplinary offence, so please be careful to ensure the paper is authentic.
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