The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
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