Order ID:89JHGSJE83839 | Style:APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
Marketing Unilever United Kingdom Marketing Communication Plan Report
Write a report that will address the integrated marketing communication plan of Unilever in the United Kingdom.
You have been recently recruited as a brand communication executive at an
established FMCG company, Unilever, in the UK.
As part of your role, you are to develop an integrated communication plan for a
brand specially dedicated to a potential target market. You have been asked to
prepare a report which must assess the current marketing environment and
strategies applied in the last three years for a selected brand of your choice in the
same company and required to design an integrated communication plan to
achieve the success for a brand in 2022.
Furthermore, you have been requested to assess the current market segment for a
brand and design the appropriate target segments as per the developed
communication plan. As part of your answer, you must emphasise how the
performance of a brand contributes to create the brand equity. In order to achieve
this, you have been further asked to evaluate the current brand equity of a
selected brand and suggest the new recommendations to improve the brand value
based on a selected brand equity model.
What is the communication strategies used by the brand (Push Pull and profile, Media strategies, Segmentation and positioning strategies, branding strategies) . what are the positive side of these strategy and negative sides
have been used as part of its integrated marketing communications effort.
How a brand used social media to develop networks with the customers
Task II
Prepare an integrated marketing communication plan for the same product for the
2022 period
Develop an integrated Marketing Communication plan 2022 period
Key points to add are
Context analysis
Objectives
Strategies
Tactics
Action
Control
Analyse the current market segments and recommend the best segments for your
brand. You must use correct segmentation bases to agree on the new target
segments.
Market segmentation and what segmentation do you use for your brand .
Do you know how to segment the market – demographic , geographic , Psychographic , Behavioural
Critically assess the current customer relationship strategies of the brand and then
assess the dimension of the brand equity. You must use a specific brand equity
theoretical model to assess the brand equity for a given brand.
what is relationship methods company has used so far to build with customers – you must find how a company used a number of strategies to build the relationship – some example must be produced and analysed .
Finally brand equity of the brand – how a brand value can increase Either use Keller brand equity model or Aaker’s model.
Conclusion
READING REQUIREMENT
? Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S. and Siala, H.,
(2016). A cross validation of Consumer-Based Brand Equity models: Driving
customer equity in retail brands. Journal of Business Research, 69(9),
pp.3740-3747.
? Elliott, R. H. Percy, L., Pervan,S. (2018) Strategic brand management. 4th
edition: Oxford University Press. Oxford.
? Fill, C. and Turnbull, S., (2019). Marketing communications: touchpoints,
sharing and disruption: Pearson UK. Harlow (Core text).
? Finne, Å. and Grönroos, C., (2017). Communication-in-use: customerintegrated
marketing communication. European Journal of Marketing.
51(3), pp.445-463.
? Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017.
Integrating social media within an integrated marketing communication
decision-making framework. Journal of Marketing Management, 33(17-18),
pp.1522-1558.
Marketing Unilever United Kingdom Marketing Communication Plan Report
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Marketing Unilever United Kingdom Marketing Communication Plan Report |
Marketing Unilever United Kingdom Marketing Communication Plan Report