Question: For years, when considering new products, marketers at Bob Evans asked themselves, What would Melissa think? Melissa was a fictional character representing 2 5 -

For years, when considering new products, marketers at Bob Evans asked themselves, "What would Melissa think?" Melissa was a fictional character representing

25 - 50 -

year

-

old, educated, upper

-

income women who rarely watched television but did a lot of reading and loved to cook. "Melissa" is the profile of Celestial's primary

target market segment.

frame of reference

positioning.

SBU.

sustainable competitive advantage.

For years, when considering new products,

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