Optimizing Brands
Overview
You are a regional marke�ng director of a theme park in the southeastern United States. The chief marke�ng officer (CMO) of global
opera�ons of the theme park group wants you to lead the marke�ng response to a recent safety incident that has affected the
brand globally. You are tasked with designing a phased marke�ng strategy for reopening all parks in the group while addressing the
organiza�onal goals of maximum safety, effec�ve crisis communica�on, improved customer sa�sfac�on, and increased profit
poten�al.
As a first step, you must create a short report for all other regional marke�ng directors to help them understand the role of
marke�ng in crea�ng and sustaining customers’ brand loyalty, which is necessary for improving long-term customer sa�sfac�on and
profit poten�al.
As explained by Aaker and Moorman in Strategic Market Management, brand loyalty is the tendency of customers to purchase
products from the same brand over and over again, rather than switching to other choices. Brand loyalty can also be viewed as a
“resistance to switching;” it gives a business an edge over its compe�tors by causing it to be the first choice when a customer makes
a spending decision. If a company has a high degree of brand loyalty it can redirect its assets to more impac�ul spending, including
how it allocates those resources towards marke�ng efforts.
Prompt
Review the memo from the CMO of the organiza�on in the course scenario and write a short report on the role of marke�ng in
crea�ng and sustaining a brand. You will also explain the benefits of customer loyalty to the brand.
Specifically, address the following criteria:
Explain the role of the four Ps of marke�ng in crea�ng and sustaining brand.
How does product (theme park services) from the four Ps of marke�ng reassure exis�ng customers and invite new ones?
Explain.
How can price (entrance �cket, services, and food and beverage costs) from the four Ps of marke�ng be used to generate
new customers and mo�vate exis�ng ones? Explain.
How can place (loca�on and ambience of the parks) from the four Ps of marke�ng restore and enhance confidence of
customers in the brand? Explain.
How can promo�on (events, outreach programs) from the four Ps of marke�ng create addi�onal traffic and more
engagement? Explain.
Explain the benefits of customer loyalty to the brand.
Determine the benefits of brand loyalty in reducing marke�ng cost.
Explain how brand loyalty can be used to create a barrier to entry for the new compe�tors.
Explain the how brand loyalty can help overall financial performance.
Guidelines for Submission
Submit a 2- to 3-page Word document using double spacing, 12-point Times New Roman font, and one-inch margins. Consult the
Shapiro Library APA Style Guide for more informa�on on style.
Module One Report Rubric
MBA-645-Q5979 Optimizing Brands 22TW5 TM
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6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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Criteria Exemplary (100%) Proficient (90%) Needs Improvement
(70%) Not Evident (0%) Value
Four Ps of
Marke�ng:
Product
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and clearly
explains the role the
product component
plays in reassuring
exis�ng customers
and invi�ng new
ones
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include explaining
the role and
importance of
product in the four
Ps of marke�ng and
in brand loyalty
Does not a�empt
criterion
15
Four Ps of
Marke�ng: Price
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and clearly
explains how price
can be used to
generate new
customers and
mo�vate exis�ng
ones
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include explaining
how a good pricing
strategy can
mo�vate exis�ng
customers to
become brand loyal
and can also help
generate new
customers
Does not a�empt
criterion
15
Four Ps of
Marke�ng: Place
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and clearly
explains the role and
importance of place
in restoring and
enhancing brand
loyalty through the
experience
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include explaining
how the customer’s
experience with
place can have an
impact on their
loyalty toward the
brand
Does not a�empt
criterion
15
Four Ps of
Marke�ng:
Promo�on
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and clearly
explains how
promo�onal
ac�vi�es can help in
a�rac�ng addi�onal
park traffic and
engagement
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include explaining
the role and
importance of
promo�on in
a�rac�ng traffic to
the park and in
Does not a�empt
criterion
15
6/5/22, 5:46 PM MBA 645 Module One Report Guidelines and Rubric – MBA-645-Q5979 Optimizing Brands 22TW5
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eventually improving
brand loyalty
Customer Loyalty
to the Brand:
Reduc�on in
Marke�ng Cost
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Determines and
explains clearly the
impact of customer
loyalty on the brand
in the reduc�on of
marke�ng costs
Shows progress
toward proficiency,
but with errors or
omissions; areas for
improvement may
include iden�fying
the ways that the
brand loyalty of the
customers can help
in the reduc�on of
marke�ng costs
Does not a�empt
criterion
10
Customer Loyalty
to the Brand:
Barriers to Entry
for New
Compe�tors
Exceeds proficiency
in an excep�onally
clear, insigh�ul,
sophis�cated, or
crea�ve manner
Iden�fies and
explains clearly the
importance of
customer loyalty to
the brand in a
compe��ve business
environment
Shows progress
toward proficiency
