Bayer Aspirin Situation Analysis and Brand Assessment Situation Analysis – Bayer Aspirin
- Brand assessment (Junior)
- Research the total sales and market share trends of your brand, if possible
- Assess your brand’s current use of the 4Ps: Product developments, Place/distribution, Pricing, and Promotion
- Describe your brand’s differentiating features and benefits, if any, vs. your competitors
- Describe consumer perceptions of your brand
- How would loyal consumers and nonusers of your brand describe it?
- How is the brand really perceived by consumers vs. how the brand wants to be perceived?
- SWOT analysis- Everyone
- Internal to the company and your brand: Strengths and Weaknesses
- External to the company and your brand: Opportunities and Threats
- Brand marketing key issues and objectives (given #1-3)- Everyone
- Identify 4-5 key issues facing your brand or problems the company needs to address for future marketing success.
- Create 4-5 SMART brand objectives for your marketing plan to achieve given the brand’s key issues.
