Part 1:
A. For the product category that your group has been assigned, pick one brand (i.e. manufacturer brand or private label brands or premium brands) and identify the brand's marketing mix (product details, price, promotion and place). (Chapter 2 -- Developing Marketing Strategies)
B. Identify the competitor brands available and provide an in-depth competitive analysis based on benefits, price, promotional offers and packaging. (Chapter 2 - Developing Marketing Strategies)
C) Identify the needs and wants this product satisfies and what innovation or changes has the product/company implemented to address today's macroenvironment (for example. have they changed packaging to lower shipping cost or to help the environment?)
PART 2:
Use secondary and primary research data to provide answers to the following:
A) Outline the consumer behavior process with respect to your chosen brand. (Chapter 6 -Consumer Behavior)
B) Identify the needs that motivate the consumers to purchase the brand and the level of involvement by interviewing at least five customers. (Chapter 6 -- Consumer Behavior)
C) Identify and analyze the segmentation strategy used by the company, the target market and the positioning strategy. (Chapter 9 - Segmentation, Targeting & Positioning)
(Use advertisements for the brand to comment on target market and positioning strategy).
D) Discuss how the brand's packaging and labeling contribute to the firm's overall strategy. Here you are expected to comment on the design of the package and the information on the package. (Chapter I I - Product, Branding and Packaging Decisions)
E) Provide suggestions on how to improve the marketing strategy for the brand. (Chapter 2 -Developing Marketing Strategies)