POST BUS506 Unit 2 Assignment Latest 2021 June

BUS506 Strategic Integrated Marketing Communications

Unit 2 Assignment  

Part 1 – Product Line and Logo Selection

Part 2 – Segmentation Process, Positioning, and Budget

For this assignment you will develop a brand name and logo that stands out from the competitors and that takes

into account the current trends in that industry,

The requirements for your paper are:

• Choose a product category below:

o New Line of Eyeglasses

o New candy bar

o New line of energy drink

o Other – you can choose a product or service of your choice if it is applicable to you or your career.

• Next, create a brand name for your product category. The brand name should be appropriate for the product category. Provide a brief rationale for your brand name’s appropriateness for the product line.

• Using the internet conduct research to identify 3 key competitors and make a case for why your brand name will stand out among the competitors identified. Note the changes or current trends of the industry you are choosing to focus on with your product category.

• Finally, design (a hand sketch is fine) a logo that communicates your brand name and product category, and that will fit nicely on your product’s packaging. Describe the type of reaction or connection you want your customers to associate with your logo and your brand/product.

This section will be 1-2 pages with creative (logo design), double-spaced (excluding cover and reference pages),

APA formatted pages and source citations, Times New Roman font, 12 point.

Students: Be sure to read the criteria, by which your paper/project will be evaluated, before you write,

and again after you write

For this assignment you will build on your part 1 to add your segmentation process, approach to

positioning, and the appropriate communication budget.

The requirements for your paper are:

• Segmentation

• Hint: when choosing your segmentation types, be sure you consider the

product’s key features and benefits –who is most likely to use or benefit from it.

Consider if this is a “need” or a “want” product as that can also support its own

segment.

• First, pick at least 2 segmented groups from these choices from our reading:

demographic, psychographic, generations, geographic, geodemographic,

benefits, and usage.

• Next, provide a brief rationale for each group you chose and describe the key

traits of the chosen segmentation – consider what features or benefits are likely

to appeal to them – clearly justify your choices.

• Approach to Positioning

• First, from the available choices outlined in our reading, choose the approach

positioning that most effectively correlates to your product or service.

• Then justify your choice by explaining your rationale behind the approach you

chose.

• Next, discuss the marketing objective(s) you are trying to achieve with your

product (increase profits, reduce inventory, gain market share, develop brand

awareness, increase category demand, encourage repeat purchases).

• Then explain the communication objective(s) your positioning approach will have

that supports the marketing objective.

• Budget

o When determining what communications budget to establish, you must consider

your objective(s) discussed in the “Approach to Positioning” portion of the

assignment. Using the available budget types in the course readings, choose

one based on your marketing objective(s), communication objective(s) and

positioning approach.

o Be sure to explain your choice of budget and illustrate it supports the objectives

and approach.

This section will be 2-3 pages double-spaced (excluding cover and reference pages), APA

formatted pages, Times New Roman font, 12 point.