1. Assume that you are the brand manager of a) Pepsico, Inc. tasked with developing a social media strategy for repositioning the Aunt Jemima brand (Aunt Jemima) OR b) Mars, Inc. tasked with developing a social media strategy for repositioning the Uncle Ben brand. 2. What problems does your brand currently face? 3. Use the demographic data for your brand (i.e., Aunt Jemima or Uncle Ben) provided below, identify two social media platforms to communicate your repositioned brand. Justify your choices. How will online communities (see article by Boon, Online Communities) factor into your recommendations? 4. Using the social media typology describe in Zhu's article (Social Media and Human Need Satisfaction), elaborate your recommendations that will enable the brand a) build relationships b) leverage the power of celebrities c) facilitate collaboration among its users d) serve as a creative outlet for customers' self expression needs The Brand Development Index (BDI) is a common metric used to evaluate the performance of brands in its customer segments. To learn more about BDI, see https://marketingdictionary.org/b/brand-development-index/.

\fUncle Ben's Numerator Brand Snapshot See also: Campbells | Birds Eye | Progresso | Ronzonl Omnichannel Visibility Demo Learn how to apply real-time purchase data and shopper behavior surveys from Get a Free Demo Numerator Insights to boost your sales efforts. $2.89 4.7% $61.16 Brand Spend per Basket Median Share of Basket Spend Median Total Basket Spend Demographics Brand Affinity Who is shopping for Uncle Ben's and what are thay like? What other brands are Uncle Bon's shoppers buying most often? DEMOGRAPHIC INDEX TOP PARENT BRANDS AFFINITY Under 24 78 Compbells 4.2x 25-34 Birds Eye 35-44 Progresso 4.OH 45-54 102 Ronronl 55-64 109 Channels Shopped Over 65 118 Where are Uncle Ben's shoppers most likely to do their shopping? African American TOP CHANNELS INDEX Asian Beauty Caucasian Club 42 Hispanic Dollar 19 Under $20k Drug 11 $20k-40k Food 712 $406-60k Gas & Convenience 10 $40k-80k Mass 57 48OK-10Ok 106 $10 0k-125k 112 Basket Size Whan Uncle Ben's is purchased, how many products are purchased along with Over $125k No College 79 ITEMS IN BASKET NDEX College 10 0 Urgent Need (1-2 Items) 122 Express Lane (3-10 items) EV Adv. Degree 96 Fill Up (11-20 Parma 173 Has Kids No Kids Pantry Stocking (21. Items) Time of Day Whan do Uncle Ban's shoppers make their purchases? TIME OF DAY SHARE PURCHASED Morning Noon 18%% Afternoon Evening 27% Late BDI of Uncle Ben is 96% for households with kids versus 105% for households without kids. A household with kids is 0.96 time less likely to buy Aunt Jemima branded products than a household without kids