CREATING A COMMUNICATION STRATEGY/STARBUCKS

Description

Part 1: Summary of Key Insights from the Course Project to Date Using course work (and feedback!) you have completed so far in the course project, summarize key points regarding the organizational mission and how the new product/service and your proposed service delivery enhancements contribute to the organization’s ability to complete the mission. New Mission; New Product/Service (2 slides) Provide a brief overview of the new/improved mission statement and the new/improved product or service you are proposing. Provide the board of directors with supported rationale for how the new product/service contributes to achieving the new/improved organizational mission. Service Delivery Enhancements (2 slides) Provide a brief overview of service delivery enhancements to improve efficiency and effectiveness. Provide the board of directors with supported rationale for how the service delivery enhancements contribute to achieving organizational mission.

Part 2: Communication Strategy As new material for this week, you need to communicate to your “organization’s” market segment the key benefits that make the organization distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. Justify an Integrated Marketing Communications (IMC) strategy that includes the following: Advertisement (5–7 slides) Propose an advertisement featuring the new (improved) services and containing the following elements: A headline A subhead line A brand–positioning statement An artwork A layout Justify traditional and nontraditional channels to carry the advertisement. In the notes section, justify your channel selection. Use research to support your work. Pricing (2–3 slides) Justify both a pricing objective and a pricing strategy for the company on the basis of the information gathered  from the case study, an understanding of the competition, and the likely attitude of current customers. In the notes section, justify why the organization should adopt the pricing objective and follow your pricing strategy, using appropriate examples, research, and reasoning. Conclusion (1 slide) Conclude with a statement positioning the brand around the new service delivery. In the notes section, defend the statement. Support your work with research