Case Study: BBVA

Read the Case in your Harvard coursepack: BBVA Compass: Marketing Resource Allocation.

Given what you have read in the case and what you have learned in the course so far, answer the question at the end of the case:

What is the best way for BBVA to allocate its next year budget?

In your answer:

• identify your key marketing strategies that drives your decision making. These may be bullet points.
• make sure to identify objectives for the next year's campaign using the data in the case. These may include overall brand measures (i.e.: brand awareness) and/or specific measures of the marketing campaign itself (i.e.: share of voice, impressions, applications, etc.) These may be bulletpoints.
• define the promotional mix elements you select and explain your selection, especially if it differs from BBVA's previous selections.
• Exhibits5-8 detail BBVA's budget allocation per promotional tactic and media outlet. Provide a summary table of your proposed budget. Make sure this corresponds to the items you have specified above and accounts for achieving the new objectives you have set out.You do not have to recreate the budget template exactly how they appear in the case. You may use your own design, or you may use the template in the Group Projects folder.

Your paper should be 2-3 pages double spaced and submitted in PDF format. You may submit the budget as a separate .xlsfile if you wish.