Walgreens' Marketing Communication Plan

Paper Summary:

This paper outlines the factors that the marketing department at Walgreens must evaluate and discusses how the company can assess the effectiveness of an advertising and promotion campaign. The updated information technology system planned by Walgreens is described and comparison is made between the marketing communications used within the domestic market and the international market. The paper also shows how the communications plan is an integral part of Walgreens' marketing strategy and roll-out of new products and stores.

Outline:
Evaluate Factors
Evaluate Advertising and Promotion Programs
Evaluate the Technology
Compare and Contrast
Conclusion

From the Paper:

"When entering into a new market, it is important for a company to have a Marketing Communication Plan in place. This is a promotional plan in which the marketing communications are integrated, or uniform, throughout. An integrated plan is necessary for Walgreens to ensure a "single message is conveyed by all marketing communications" (Marketing Teacher LTD, 2000), which will eliminate customer confusion and reinforce the company's primary messages. The perceptions of value and accessibility given by Walgreens needs to remain constant in all markets, which can be achieved by adapting the plan to integrate local customs and cultural norms."

Sample of Sources Used:

• Keller, K.L., & Kotler, P. (2007). A Framework for Marketing Management (3rd ed.). Upper Saddle Rver, NJ: Prentice Hall.
• Marketing Teacher LTD (2000). Introduction to marketing communications. Retrieved August 10, 2009, from Http://www.marketingteacher.com/Lessons/lesson_marketing_ communications.htm

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