Assignment:
Instructions
Use the standard team assignment format (Slide 1 in the "Assignment File").
In 1-2 typed pages (plus appendix and references), discuss the following topics in relation
to Diet Pepsi:
1/ Market Segment Analysis: Discuss the characteristics of the market Diet Pepsi competes in,the segments that exist in that market overall and the target segment you intend to focus on this term.
Develop a descriptive profile of your target market segment with a specific focus on either the psychographic, benefit, or usage occasion that characterized your target market. Include demographics to help size this market.
Size the segment of the market that Diet Pepsi has targeted. How large is it and how fast is it growing? Cite your sources.
2/ Hierarchy of Competition: Develop a power-point graphic of your brand's hierarchy of competition.
Based on the market Diet Pepsi is targeting and the primary ‘need or benefit' that your target market seeks:
Categorize the competitors in the hierarchy & identify the ONE brand that is the BIGGEST competitive threat. Explain your thinking. You will be comparing your firm's strategies to this company's brand throughout the rest of the term.