Plan Canada (Charity)
Brand Inventory
This section is to be completed using Secondary Research – this section will require you to search for relevant articles via the Library and, if you have a company contact, you will need to interview them directly and/or ask them for relevant information about the brand. In this section you will explain what is currently known about your brand and its current market performance, via
secondary research. This section should explain your brand’s current positioning in the marketplace, and must contain the following sections:
SWOT Analysis (Please add in detail and full sentences)
Plan International Canada’s marketing strategies and tactics include:
–
| Strengths
| Weaknesses
|
| Opportunities | Threats |
Analysis of Marketing Strategies and Tactics
Product
Plan International Canada’s core focus is equality for girls and the rights of children and youth. They achieve this through offering several opportunities for donation to supporters. Some of these include:
- Single donations
- Sponsorship (child, community, and project)
- “Gifts of Hope” (individuals can buy medication, food, etc.)
Positioning (POPs and PODs) – (Please add in detail and full sentences)
| Point of Parity | Point of Difference |
Brand Elements (Please add in detail and full sentences)
Name: Plan international was adapted from its original name, “Foster Parents Plan for Children”. Plan International Canada is a branch of Plan International, it uses the same name but differentiates itself as a Canadian branch of the parent organization. The name is simple and easily recognizable as well as transferable across geographic boundaries.
Logo: The logo for Plan International Canada is consistent for all branches of Plan International. Is aesthetically pleasing and transferable across geographic boundaries.
Slogan: Plan International Canada’s major campaigns and initiatives are accompanied by taglines and slogans. Ex “Because I am a Girl” , “20 million reasons”
Competitors’ brand inventory (must select at least 2 competitors and outline their marketing strategies, tactics, brand architecture and online presence
Competitors: Care Canada, Save the Children – (Please add in detail and full sentences)
| Save the Children | Care Canada | |
| Marketing Strategies | ||
| Tactics | ||
| Brand Architecture | ||
| Online Presence |
Consumer Knowledge and Resonance Pyramid relative to competitors – what did you learn about your competitors from the research
Consumer knowledge about competitors (Please add in detail and full sentences)
Competitor Resonance Pyramids (Please add in detail and full sentences)