Brand Marketing Mix
Take on the role of a brand
manager. Then consider that the population of the United States is changing
(yet again). One of the big trends is that most new immigrants are non-European
and have limited English-language skills.
? Discuss how you can use these
population shifts as an opportunity for your brand by adjusting each part of
the brand’s marketing mix (that is its product, price, place and promotion).
(Note: Obviously the first thing a
brand can do is speak to these new groups in their own language, and this is a
good approach for the brand’s marketing communication. However be sure to focus
on how marketing managers, given these demographic shifts, can adjust each part
of the marketing mix (product, price, place, promotion and positioning) to
create opportunity and growth for their brands. Move beyond adjusting just the
promotional part of the marketing mix.)
