PART 1: Find a consumer who is extremely loyal to a brand-name product.
DEL MONTE:
The person can be a family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands. HEINZ, DOLE
Analyze the interview using the brand equity and brand positioning concepts from your text.
PART 2: Secondary Research in the Databases
Next, research the brand using its Web site to addresss the following:
- Identifies market segments and targets
- Developed its brand equity over time
- Positions itself in the market