Propose a Brand Strategy and one year Brand plan as to how the brand should compete within its respective market.

Your role (acting Assistant Brand Manager for Orchard Pig – owned and operated by C&C Group) is to propose a Brand Strategy and one year Brand plan as to how the brand should compete within its respective market.

In this respect, you need to:

Undertake a Brand Audit, diagnosis and evaluation of the brand and its existing strategy
Understand the market in which it operates (ie trends, competitors, customers etc)
Provide a sound and viable Brand strategy and plan and use of the Marketing Mix which will enable your brand to succeed.
Consider the budget of £500,000 (Maximum)

Your role is to advise the company (C&C Group) and propose whatever brand strategy and plan you deem suitable, but you must ensure it is sufficiently justified from analysis, evidence, reasoning and the use of wider reading, secondary data, use of data supplied by C&C Group (if applicable) and relevant theories to help underpin decision making. Below is an overview of the brand along with some of the main challenges the company has identified for the brand