As the Marketing Manager of a product of your choice, you are required to rebrand the product by utilizing a range of marketing communication tools. The objective of this one-year campaign is to promote brand devotion among consumers towards the selected product. For the chosen product, you need to write a proposal on how you would like to promote brand devotion using the appropriate marketing communication tools. The above proposal should include the following: 1. Current Situation / Background Before you map out where you want your communications strategy to take you, you need to find out where you are now. What are your current branding strategies? How do the market see you as? 2. Marketing Communication Objectives List your marketing communications objectives. What do you hope to achieve as a result of your communications activities? 3. Target Audience and Positioning Current Situation / Background Who do you want to get your message across to? Be as specific as possible: Who will best help you achieve your goals? What demographic groups are you trying to reach? What do you know about the best ways to reach them? Target audiences should be described in terms of: current behaviour level of awareness level of knowledge preferred methods for receiving information motivations/ barriers to hearing and believing/accepting the information. You are also required to state the positioning strategy and the statement to clarify the image that you want to portray for the chosen product. 4. Communication Mix / Promotion How do you want to get the message across. Your choice will depend on what you want to achieve, the level and type of message you want to communicate, and the profile of your audience. Once you have decided what your communications mix will be, you need to determine how you will promote the various components. In other words, how will you promote your "product”.