Unit 3

The assignment requires you to choose a well-known soft drink product to research. You will complete your analysis and research into your chosen product's market environment by writing a paper that reflects on key concepts in consumer behavior. In your paper, you will provide a brief background on your chosen product, including the product name, product category, brand name, and industry. Then discuss what trends in consumer behavior you can identify in your chosen product's market. Next, discuss how the product's consumers learn about the product from their surroundings and how they use this knowledge to guide their behavior.

• Discuss how you would differentiate their target market from their market segment. Then how would you advise the company to take advantage of target markets by gender?
• Positioning refers to how a product is intended to be perceived by the target market in comparison to its main competitors in the market. Examples of approaches to positioning include; By Product attribute, By User, By product class, Against competitor, By Use/Application, and By quality/value. Identify at least two product positioning strategies applied by the well-known soft drink you selected and discuss how the strategies are used to successfully market the brand.

For this assignment, do not simply define concepts; instead, discuss the relevant underlying concepts and relate them to the scenario you are provided in the questions. You will answer all the 3 questions and submit your paper in a Word document formatted per APA Guidelines. Your paper should be between 2-3 pages excluding the assignment questions, title page, and reference page. You will provide in-text citations and at least 3 references.