Problem
Businesses create marketing statements (value propositions) to explain why consumers should purchase their products. The value proposition targets customers or consumer segments to convince them that the company's products or services will fulfill their needs better than the products or services of competing businesses and help consumers understand the benefits (value) of the product.
Consider the product introduction of plant-based burgers at fast food restaurants.
a) What is the value proposition for this new product?
b) Assess how well the new product fits into the company's overall branding strategy.
c) Who is the target market for this new product?
d) If you were the marketing manager, how would you market the product?