Brand Management: Marketing Campaign Plan
My team and I created a marketing campaign plan for a P&G dish soap, based on the target market’s preferences. We analyzed consumer behavior data gathered from marketing databases, such as Mediamark Reporter in order to identify the most effective sales channels. To control our Brand Identity we ensured that each of our marketing campaign strategies aligned with our value proposition. Our team applied frameworks for decision making and took action, implementing real marketing programs in real markets, to drill down into each of the following three aspects of Brand Management.
a. Consumer marketing principles
b. Brand equityc. Decision support systems