First, think of mature product category (pick a fun one that you like!). Describe the product category in a few sentences. Next, select a company who produces a product within this product category. Describe the company in a few sentences. (Total for this section: about half a page.) Make sure you reference and cite your sources.

Select a specific product manufactured by this company. Describe what the product is in a few sentences. Write-up a description of their marketing strategy (the four P's) and be sure to also include a description of their target market(s). (about half a page to a page.) With reference and cite your sources.

PM: Describe a perceptual mapping (PM) study that you would recommend to the brand manager. This should include, at a minimum:

1) List the nine competing products you would include in the analysis. (You are NOT collecting data here. This is what YOU think the competing brands might be....but you need to justify this.) Why did you pick these products? Explain in a sentence or two for each brand.

2) List sixteen attributes that YOU think are important for this industry in the context of the perceptual mapping study. There should be a blend of functional and emotional attributes.

3) Using the products and attributes from 1) and 2), how do you THINK consumers would evaluate the brands? Create one perceptual map in PowerPoint with BRANDS ONLY. This is based on what YOU think. Write summary of why you placed each brand where. What are the X and Y axes? These must be NEW "umbrella" attributes. (about half a page.)

CA: Describe a CA study that you would recommend to the brand manager. This should include, at a minimum:

1) List seven features, with three levels each. (You are NOT collecting data here. This is what YOU think the features and levels would be.)

2) Create utility chart for these features/levels. It should include the utilities.This is based on what YOU think. Write summary of why you rank ordered each level like you did. (about half a page.)

The Grand Finale! This your opportunity to shine. Based on the perceptual map and utility chart that you created, what recommendations would you make to the Brand Manager for your brand? Base your reasoning ONLY on the perceptual map and utility chart that you created. Please note: You will NOT be able to make recommendations about which attributes to change based on PM. You are only making the perceptual map with the brands - NOT the attributes.

Explain the "WHY" behind ALL of your recommendations. (about two pages.)

The length of this paper should be about six pages.