Discussion Post: Marketing Management- Brand management
Case Article: CRUSHED- Why Second Cup Is in the Fight of its Life by MARINA STRAUSS.
• After reading the case, Identify what you believe to be the five key issues facing the Second Cup Brand in the Canadian marketplace.
• From the article and the lesson on Brand Positioning, describe who you believe should be the "target market" for Second Cup, and what should be their "point of difference" (POD)?
• Provide three Ideas that Second Cup should consider on how to reposition the Second Cup brand in this challenging and competitive specialty coffee market. Consider their recent branding changes and describe how your plan will advance the Second Cup brand and establish a unique point of difference.
The response should include a reference list. Using one-inch margins, Times New Roman 12 pnt font, double-space and APA style of writing and citations.