Branding Strategy

 

Distinguish factors that influence buyer behavior.

Student Success Criteria
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Scenario
You are the new marketing manager for a beverage company, May Beverage Company. May Beverage Company has a plethora of beverages under their belt, but they have been refreshing some of their beverages. There’s going to be a team meeting with presentations about what changes were made during the refresh. Your first task given to you from your boss is to create a consumer buyer profile for one of the beverages that has undergone a refresh. You will give the consumer profile in a “sales pitch” style presentation in the next team meeting with all of the sales managers to support your idea.

 

Instructions
In a Microsoft PowerPoint presentation, create a sales pitch discussing the following:

Slide 1- Title slide
Slide 2- Describe the new beverage changes
Slide 3- Explain the importance of creating a consumer buyer profile and its components
Slide 4- Explain the consumer buyer profile for the refreshed beverage
Slide 5- What is the new marketing strategy for the new refreshed beverage based on the consumer buyer profile?
Slide 6- Any additional slides needed to sell your new concept for the refreshed beverage

Sample Solution

A significant area of contention is the change from “womanhood” to “parenthood”. It tends to be contended that when ladies become moms, they lose their orientation character for a parenthood personality. Bailey (1999) tracked down in her investigation of self-character and the change to parenthood: “the course of individualization which rules most of these ladies’ lives subsided with the approach of parenthood” (p. 344). This recommends we are compelled to perceive “vital ramifications for both an identity and show of self as a mother” (Mill operator, 2005, p. 14) while figuring out our way of life as ladies as well as our way of life as moms.

By tolerating the personality of mother, certain exhibitions are normal. Ladies might have a ‘decision’ to become moms yet they don’t pick the exhibition that is supposed for them to complete as a mother. These assumptions build this identity(J. Steward, 1993). Steward (2008) states: “Character classes will generally be instruments of administrative systems” (p. 166). Parenthood isn’t an exemption for this guideline. On the off chance that a mother doesn’t follow specific pre-set guidelines, they are likely to unfortunate results. Steward (2008) recommends this about orientation yet it can likewise be applied to the idea of parenthood: “a necessary exhibition in the sense carrying on of line with… standards carries with it discipline” (p. 174). This demonstrates in the event that decides are not followed that lay out great parenthood philosophy, they might be marked as a “terrible” mother.

Tiger mum peculiarity:
Geertz (1983) contends culture isn’t intrinsic, it is “systemised”. All over the planet, individuals carry on with various social lives which implies our presence of mind contrasts as per our encounters. A comparative perspective on this is of Talcott Parsons (1955) who features “the capabilities a family will rely upon the sort of society where it is found”. For instance: The Tiger mum peculiarity was presented by a renowned essayist called Amy Chua. Tiger mum usually alludes to a domineering and severe mother who compels her kids to accomplish the most significant levels in scholarly community, while compromising the youngster’s social and mental prosperity (Chua, A 2014). This technique is generally involved by families in East Asia and Southeast Asia. Tiger mums are the individuals who center just around instruction and homework and put down stopping points that might involve permitting their kid to just embrace exercises which will help their schooling. Such moms won’t permit their kid to participate in friendly exercises in the apprehension that it would obstruct the youngster’s odds of coming out on top. Tiger mums are said to apply mental command over their youngsters which restricts their personality arrangement. In the event that youngsters don’t live up to their folks’ assumptions, tiger mums can genuinely coercion their kids or now and again apply low-level actual discipline. The offspring of a tiger mum are not permitted to pursue their own choices corresponding to their schooling or their life day to day. Tiger mums push their youngsters to succeed scholastically no matter what the kid’s skill, capacities or energy for examining. A kid’s day will be busy with instructive classes, even after school which will be set by the mum. This type of nurturing is adequate in Asian societies like China, South Korea, Malaysia and Philippines. While western societies, strong nurturing is seen as misuse. In spite of the fact that, youngsters raised with tiger mums have proceeded to accomplish the most significant levels of the scholarly world, studies have shown that

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