1: Select a Grocery or Drug Retailer Select a Category Consider the variety of categories offered by the retailer and observe the range of products available within each category. Select one category to be the focus of your investigation (e.g. Yogurt is a category, and within this category, Yoplait is a national brand of yogurt). Provide a brief description of the retailer, and the category that you selected.

2: Comparative Analysis of Products Focusing on the category that you've chosen, identify two manufacturer brands and one private label brand within the category. Provide a brief description of each product including what the product is, the brand, where it's located (on the shelf/website) and its retail price. If there are any promotions happening related to any of your selected products, please also describe them. Include photos/screenshots in an appendix

3: Describe the Target Market for Each of the 3 Brands Include at least 5 points for each brand regarding demographics, geographics, psychosocial and shopping behavior (you may wish to refer to Chapter 3 of your textbook, Exhibit 3-5, for a review of segmentation methods). The information you use to describe each brand's targe market may come from your personal observations (e.g., in-person observations, retailer's website/social media platforms) as well as research on the retailer. Please include a reference list of at least 3 articles from reputable business publications and/or relevant industry reports to support your research.

4: Conduct a Cost/Benefits Analysis Which item provides the greatest "value" (Benefits-Costs) to consumers? To answer this question, perform a breakdown of the benefits-costs of all aspects of the product. Provide a descriptive, comparative analysis of the three products. Look at online reviews, ingredients, pricing, etc. Examine all of the factors you can to identify which product provides the greatest value. Also, identify the type of private-label branding (premium, parallel, exclusive, generic), and provide a concluding statement regarding your analysis and what you ultimately learned from your analysis.

5: Provide Actionable Recommendations for All 3 Brands For each of the manufacturer brands and the private label brand, provide actionable recommendations regarding how they might provide greater value to their target market and have a stronger presence within the retailer.