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Clif Bar Marketing Plan

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Clif Bar Marketing Plan
TABLE OF CONTENTS
Executive Summary ...................................................................................................................................3 Situation Analysis - Background ...............................................................................................................5 SWOT Analysis ..................................................................................................................................7 Key Problem to be Solved ..................................................................................................................9 Key Strategic Campaign Decisions - Objectives .....................................................................................10 Target Audience................................................................................................................................11 Brand Position...................................................................................................................................12 Campaign Strategy...................................................................................................................................13 Media Strategy - Objectives ....................................................................................................................15 Selection............................................................................................................................................16 Media Planning and Buying ....................................................................................................................17 Message Strategy .....................................................................................................................................19 Objectives, Selling Premise ..............................................................................................................20 Big


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