Aspire food group: marketing a cricket protein brandcase study 1-You have been hired as a marketing consultant
Question:
Aspire food group: marketing a cricket protein brandcase study
1-You have been hired as a marketing consultant for Aspire tohelp change attitudes and persuade people to purchase cricket-basedfoods. What are some general approaches for promotions that you canpropose and how will you apply them in this situation?
Mohammed Ashour has decided to invite opinion leaders innutrition and sports performance foods to the company headquarters.His objective is to introduce them to Aspire products andhopefully, convince them to become brand ambassadors. What are thevarious approaches to identify opinion leaders, and which one doyou recommend? 2-One potential target segment for Aspire products,identified in the case, are children between the ages of two andeight. What are the pros and cons of targeting this segment? Howwould you describe the brand personality of Aspire products?
3-Sometimes we feel that consuming certain products can help usachieve values such as health and wellbeing or even environmentalprotection. What research tool can you use to discover the valuesthat consumers believe the consumption of Aspire products helpsthem to achieve? What model explains this? Explain to MohammedAshour which you think should be emphasized in Aspire advertisingto change consumer attitudes, the message source or the content ofthe message? What is the reasoning for your recommendation? Whatmodel explains this?
4-Imagine that you are an active athlete living in the UnitedStates. During your free time, you like to ski in the winter and tomountain bike in the summer. In this scenario, describe how youwould categorize Exo?s cricket protein bars in your mind. As anathlete, what is your primary motivation for consuming insect-basedperformance bars? What would you consider as competitors to Exo? Ifyou are a frequent consumer of performance bars, what time-savingdecision making shortcuts might guide you in making the decision ofwhich brand to buy on your next visit to the supermarket?
Principles of Macroeconomics
ISBN: 978-0134078809
12th edition
Authors: Karl E. Case, Ray C. Fair, Sharon E. Oster