ULO 3 Examine the importance of branding and alternative branding strategies. (CLO 3)
ULO 4: Evaluate ways that marketing executives manage a product’s life cycle. (CLO 4 & 5)
Directions
Initial Post
Review the following information about Proctor and Gamble’s efforts to revitalize Secret, a 50 year old brand:
Background on Secret:
- Read the video case in the textbook on pages 315-318.
- Watch the Secret video
Secret Campaigns
- Explore Proctor & Gamble’s Secret campaigns “Let Her Jump” and “Mean Stinks”.
- Let Her Jump
- Mean Stinks
Based on the information provided above as well as research, put yourself in the position of a marketing consultant brought in to Proctor and Gamble to formulate a set of well-developed and supported recommendations to revitalize its 50 year old brand, Secret. You will be presenting your recommendations to the company’s senior leadership team.
Based on the Unit content you will find in Chapters 10 & 11 in your textbook, your recommendations should be based on a critical evaluation of the effectiveness of its prior marketing strategies. The recommendations should be logically presented, well-supported, and thoroughly vetted. Use the following ULO’s to help structure your recommendations.
ULO 3 Examine the importance of branding and alternative branding strategies.
ULO 4: Evaluate ways that marketing executives manage a product’s life cycle.
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