Company name -  Pure leaf Ice tea

https://www.pureleaf.com/us/product-category/real-brewed-iced-tea

 

1. Recap your company Vision, Mission, Values. Briefly summarize what you find. Cite correctly
2. Identify 4 direct competitors and 2 indirect competitors; explain which company owns each.
3. For your product line, suggest the specific Segment Traits (demographic, behavioural, psychographic) to better quantify the target Segment here in Canada.
4. List 5+ Product Attributes that the Target Segment you identified in Part 3, may reasonably bring to a purchase decision. One or more of the attributes must be 'subjective' or emotional eg brand trust, or prestige status it infers, etc
5. Find whether the 6 competitors would perform better or worse than your Product line, in the POV of the Target. Use Secondary and Casual (user ratings) research. CITE!
6. Using what you found, make a Strategy Canvas of all 7 product across each of the 6 Attributes
7. Explain how your product outperforms (for the Target) each alternatives in a specific ideal "Consumption Occasion" ie when it outperforms each of the others.
8. Study the Attributes that hold back your brand; suggest a possible license partner to lend strength to your item for this Target. Defend your choice (be sure the licensed brand & their parent/owner is NOT in any conflict with your firm!).
9. Explain if you would pursue the licensed option & if there is another path to growth you would pursue. Defend your view and explain how what you suggest will appeal to the Target.