Marketing Plan
You are assigned the challenge of building market share for one of the key brands mentioned in this brief: Lipton.
In other words, some students will be preparing a marketing communications plan for one brand, and some will design a plan for the other, a competitive situation.
Prepare a 1-year marketing communications plan for your brand. Part of the challenge is to determine the marketing communications budget to meet the challenge.
Consider the overall market sales and market shares of the key brands and allocate a portion of the sales to marketing communications. How much of their sales revenue should be devoted to the marketing communications budget?
The client wants you to develop an “umbrella” campaign (family campaign) that presents a compelling reason for consumers to buy your tea brand. The campaign will be designed to attract consumers to the brand, not a specific type of tea within the brand franchise. The benefits of the campaign will have an impact on the various sub-brands in the brand family.
