Marketing Communications and Branding Case Analysis

Marketing Communications and Branding Case Analysis Custom Essay

Marketing Communications and Branding Case Analysis

Based on the attached case study, please critically analyse from a marketing consultant’s point of view about the two following topics (Focus on Marketing Communications and Branding):

1. Marketing Objectives and Relevant Case Facts

(“Where are we now?” “Where do we want to go?” “What will the future environment be like?”)

Here are some of the objectives I can come up with (Please help to think of some more):

– Expand and capture wider range of target customers (Emerging and Nascent groups)

– Maintain existing loyal customers

* Also, facts relevant to the identification of the problem and its subsequent particulars are sifted from the case and grouped under certain headings.

 

2. Decision

The alternative I have chosen is to launch different independent sub-brands that are secretly connected to EILEEN FISHER and use different strategies for each brands in order to close the gap between the brand identity and brand image and target younger customers. This way EILEEN FISHER would be able to also maintain existing established affluent customers and the original brand identity. Please help to justify this.

 

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