Gucci Guilty Female Perfume Marketing Strategy

For the remainder of the assignments, you will take on the role of a marketing manager. You may use the same product you chose in Week 4. Consider the factors affecting marketing strategy and evaluate the product and its emotional impact based on its brand messaging.

Instructions

Write a 4–5-page strategy brief that incorporates the following:

1. Situation Analysis: Describe the effect the current product brand has on consumer behavior. 2. Problem: What is the customer need that the product is promoted to resolve?

3. Alternatives: What changes to the marketing mix (product, price, place, and promotion) are

needed to improve the product's emotional appeal to customers?

4. Recommendation (Marketing Strategy): Design a strategy for the target market that will

positively alter the customer's product view.

5. Describe how consumer behavior will be affected by the target market strategy.

6. Use four sources to support your writing.