Question: Based on a case study with the title Zespri by Zespri by Jose B. Alvarez and Mary Shelman 1. Why does Zespri exist? 2. What

Based on a case study with the title Zespri by Zespri by Jose B. Alvarez and Mary Shelman 1. Why does Zespri exist? 2. What value does Zespri bring to growers? To consumers? To retailers? 3. How does Zespris research development and branding initiatives create value? How does it impact its focus in different countries? 4. What are the brand elements (brand name, logo, slogan) that Zespri created? Evaluate their ability to contribute to brand equity according to memorability, meaningful and likability. 5. What are the marketing efforts that Zespri did which contributed to its success?

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