$1.$ Your old friend from high school, Dr$.$ Theodora $$Teddy$$ Seuss, has a start$-$up company, Lorax Inc., which holds a patent for a device $-$ the Thneed $$ which can help people achieve amazing reductions in human carbon footprint and mitigate global climate change. The Thneed is a jacket which takes all carbon emissions an individual creates while wearing it and converts the CO$2$ into a downy fuzz which forms on the exterior of the jacket. The wearer can peel off the fuzz each day and place by the curbside for pick up$,$ where it is used by farmers as a soil amendment.$$ Teddy is a brilliant scientist but knows little about marketing.$$ In light of the great marketing prowess you showed in CDAE $2680,$ she hires you as VP of Marketing for Lorax Inc.

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Answer these questions

a$.$ Describe two important target markets of the Thneed. What demographic, geographic and psychographic attributes define each segment? Why and how do these attributes describe likely customers?

b$.$ Teddy informs you that she has nearly exhausted her life savings and all initial investments and needs to begin earning income from the project. In light of this information, what pricing strategy$/$strategies would you employ and why?

c$.$ Discuss the Thneed$$s brand development. What is the promise behind this product? What three brand elements would you use to communicate the brand? Why will these create a successful brand?

d$.$ What would your promotion strategies be$?$ Specifically, list the top three media you would utilize $($at least one social and at least one traditional$).$ For each describe

i$.$What is the medium?

ii$.$ Who is target audience?

iii. What is the central message?

iv$.$ What is the intended outcome $($e$.$g$.,$ know, like, trust$)$ and how will you measure

v$.$ Then summarize each media campaign with a SMART objective