Table of Contents 

I. Highlight 4 

II. Introduction 5 

III. Market Analysis 8 

IV. Situation Analysis – Market Insights 18 

1. Company Insights 8 

2. Competitor Insights 10 

3. Segmentation Insights 11 

4. Customer Insights 12 

V. Strategy Development 13 

1. Opportunity Assessment and Targeting 13 

2. Strategic Objectives 14 

3. Branding Strategy 15 

VI. Execution Plan 19 

1. Big Idea and Key Message 19 

2. Integrated Marketing Communication Plan 19 

3. Budgeting and KPIs 23 

VII. Conclusions – Limitations 26 

VIII. Appendices 27 

IX. References 36 3