Use one or more of the common bases for segmentation: demographics, psychographics, geography, benefits, and/or usage. Here you will identify both the current target market and any changes, additions, or deletions, you are recommending for your adaptive branding plan for Body Armor Sports drink.

a. Describe the brand's competitive advantage in terms of quality, price, selection, location, and service. Include here a set of POPs (points of parity to the competition) and PODs (points of difference to the competition). b. Identify the strengths and weaknesses of competitors to the Body Armor Sports Drink brand, with respect to the following checklist: Market share; product quality; quality of service; pricing; amount of advertising and promotion. Include a perceptual map of your brand versus the competition, using two positioning variables (avoid reliance only on price and quality). c. Include a rough attempt at a Perceptual Map, as described in class and in thew Audio Lecture posted in the course. This does not have to be elaborate, but should include two variables for your X and Y axes that are other than simply quality and price. Where we target market(s) are to judge proximity of your brand to their preferences and any shift in mapping you will be recommending in your Adaptive Branding Plan.