Question Three

a. Identify an example of two brands in the retail food category in Ireland that are poorly differentiated in terms of what they offer to consumers. Discuss critically why consumers see little difference between these brands and what this means for their business. (50 marks)

b. Choose a basis on which one of the brands you identified in part a. could differentiate itself much more meaningfully and effectively from the other. In your response, describe which digital tools you have chosen to help communicate your point of difference. (50 marks) Total: 100 Points