This document provides a market overview and brand strategy for a rice company. It analyzes the political, economic, and social factors in the market environment. The brand strategy establishes a vision to be the best quality rice brand globally and locally. It defines the brand essence, promise, attributes and tone of voice. The marketing strategy targets upper-middle class consumers with a skimming pricing strategy distributed in stores. It outlines the 7Ps including people, physical evidence and processes. The document also discusses corporate social responsibility, agency selection, a total communications campaign, and budget plan.

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2. MARKET OVERVIEW

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10. Macanese)

11. Bacalhau
Caldo Verde
macanese

12. Situation Analysis

13. Situation Analysis
PEST

14. PEST
POLITICAL

15. PEST
ECONOMIC

16. PEST
SOCIAL

17. COMPETITOR

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1,100
600
800
46.4

20. BRAND CHALLENGE

21. BRAND STRATEGY
• BRAND VISION
1

22. BRAND STRATEGY
• BRAND MISSION
Global
local

23. BRAND STRATEGY
Positioning
- good quality rice
- the best rice

24. BRAND STRATEGY
• BRAND ESSENCE

25. BRAND STRATEGY
• BRAND PROMISE

26. BRAND STRATEGY
• BRAND ATTRIBUTES
Original
Quality
Standard

27. BRAND STRATEGY
• BRAND TONE OF VOICE

28. INTERNATIONAL MARKETING
STRATEGY
• -

29. -
globalcalization

30. Target Audience
Class A - B+

31. P’s
• Product :
• Price :
Skimming Strategy

32. P’s
• Place :
• Promotion : In Store
Promotion

33. 7P’s
• People :
• Physical Evidence and Presentation :

34. 7P’s
• Process :

35. CSR

36. AGENCY SELECTION

37. Total Brand Communications
Campaign for 2014
(Media Plan +Budget Plan)

38. Media Convergence
Branding
• Free Media

39. Media Convergence Branding
• Paid Media

40. Media Convergence
Branding• Own Media

41. BUDGET PLAN
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42. Thank you
ID 1530313194