Directions

For this discussion assignment you will analyze your "second most favorite" primary product purchase business or category. For "second most" you cannot use Amazon.com, Target, or Walmart in your analysis. These would be used by too many students as either first or second choice.You will analyze your second most primary product purchase business or category using the concepts outlined in this unit.

The reason for the above is to have you review the IMC strategy of an existing firm you are familiar with. You will look at your own SBU in this unit's assignment for branding, positioning and IMC strategy. This discussion gives you an opportunity to see your peers' perspectives on these topics.

• Initial Post
• Peer Responses

Initial Post

You should follow the instructions below for your evaluation post and your peer responses.

Discussion Issues

1. Identify your unit of analysis (second most primary purchase). This could be a specific company or a product category, such as grocery stores.
2. Evaluate the branding strategy used by this purchase unit of analysis. (You should use the most relevant concepts outlined in this unit's assignment branding concepts table to provide depth.)
3. Describe how your purchase SBU is positioned against its competitors. Use a positioning chart or verbal description. Justify your analysis.
4. Evaluate the IMC strategy used by this purchase choice and make recommendations for improvement.

My SBU is Insurance for Trucking companies.