Terry Petch is launching a new brand of Beer called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it is made with Crabapples and there is no other product that has this tart (sour) but sweeter taste profile in the market. He is launching this in a 473ml size can in this market segment ranges from $2.25 to $3.50. He has just hired you as the new brand manager and he wants your help in answering the following questions.

Market Penetration vs Market Development Difference Terry is trying to determine how to grow the brand and is looking two very different strategies to grow the brand.

Q) State what is the difference between Market Penetration and Market Development

Q) For each of these two growth strategies, give an example of what initiatives Terry could do to grow the brand.