You have been recently hired as the new marketing manager by EnerDRINK and your first task is to develop a new product in their product line. They are fairly new company and have top-level scientists and nutritionists working for them. Their manufacturing facility is state-of-the-art and they are currently underutilizing their space and equipment. EnerDRINK only sells their products in health food stores as their products are priced above average compared to other sports drinks. Their current line of products includes healthy sports drinks in 3 different flavours - orange, strawberry, and lime and have no added preservatives. EnerDRINK has done some research and it seems as if consumers really like combination drinks where there are more than one flavour. Customers haven't really been responding to the lime flavour as it is EnerDRINK's worst seller. There is a big demand for sports drinks within the beverage market as fitness and health has become a growing trend globally. EnerDRINK wants to get a piece of the majority market share that is currently taken by Gatorade. Given their large financial backing by investors, EnerDRINK has a large budget for product development and marketing.

1. Your task is to come up with one product that EnerDRINK can add to their existing product line using the seven (7) steps in product development.

1. EnerDRINK executives have now asked that you work on developing brand equity. Using the 3 steps discussed in class, how might you develop brand equity from consumers?