Objectives:

Develop an Integrative marketing plan.

Evaluate a rebranding campaign.

Introduction

The Popeyes case study that we will analyze this week illustrates how a brand overcame a competitively inferior market position through strategic differentiation within a crowded marketplace. It then shows how this brand subsequently considered rebranding in light of its highly successful product expansion.

Instructions

After reading Rebranding Popeyes Louisiana

Kitchen: A Modern Renaissance, address the following questions in your initial discussion post:

How did Popeyes evolve from a competitively inferior market position to a competitively strong position?

How did Popeyes utilize social media to gain success after introducing its chicken sandwich?

How should Popeye's new branding approach move forward now that it has reached a broader market than its traditional target market?