Terry Petch is launching a new brand ofBeercalled"The SourSeed" into the Ontario market.It is a crowded field in the craftbeercategory, butit ismade 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 473mlsize 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.

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1.Market Research

Terry is trying to figure out who is his target consumer and wants to do some market research to determine who is the optimal consumer to go after?

/8

You want to tell him he can look atbothprimary and secondary datasources. First tell Terry the key differencesbetweenthese twodata sources

/2

Second what would be two positives and two negatives for each primary and secondary data sources in helping define his targetconsumer.

/6

2.ConsumerBehaviour

In developing a new advertising campaign to launch the brand, Terry is trying to think about where he should focus his creative development of the ad based on Maslow's Hierarchy of Needs

/6

What would you say to Terry is the difference between the "social" state and the "esteem" state. Also what state he should he focus on and why?

/6

3.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.

/10

State what is the difference between Market Penetration and Market Development

/2

Foreachof these two growth strategies, give an example of what initiativesTerrycould dotogrow the brand.

/4

What one be best for a new brand and why?

/4

4.Consumer Decision Making

In determining where he should place his advertising, Terry want's to understand the consumer decision making process.

/8

Name the 5 steps of the Consumer Decision Making process.

/3

What would be the most important step that he should focus onand why?

/5

5.Sustainability

Terry realizes his business needsto have sustainability platform for his brand.

/6

Tell us what you think what a sustainable platform for his business would look like and the areas he should focus on.

/6

6.Managing his Marketing Plan

Terry has his marketing plan in place and is about to execute it into the market

/4

Name what the difference is between Marketing Implementation andControl.

/4

Bonus Question:What unique is a can a Guinness that Iain developed an ad campaign for