Authentic marketing is one of the essential components found in many of the most successful organizations. I’d like to start by defining authentic marketing. The following quote from Philip Kotler, one of the greatest legends in marketing, defines authentic marketing. “Authentic marketing is not the art of selling what you make but knowing what to
If you are a new brand trying to position yourself in the market or you are an established brand trying to change your positioning strategy this post is for you. Let’s start by defining positioning, then how to select a position in the marketplace and give it context using a new energy drink brand as
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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