You are an agency working with a key retailer on their category strategy and marketing campaign for
Question:
You are an agency working with a key retailer on their category strategy and marketing campaign for next year. They have asked you to develop a new marketing campaign to increase consumer interested and purchases in name brand products versus the private label products offered. In order to better understand the category and target audience, you need to research the industry, key branded offerings, and demographics of the customer shopping for these products.
Category: Spices & Seasoning at Retail in the United States
Ground your report on the knowledge/findings you obtained from research. Questions your assignment must address include:
Provide U.S. industry information - "what" is this category?
How big is it estimated for the US?
Is it growing or declining as an industry?
Who are the key brand-named companies in this industry? Are they owned by larger parent companies?
What are any current challenges noted about the industry?
- Identify the industries core customer?
- Who are its customers?
- What are their needs in this category?
- What are issues they face regarding this category?
What are the best ways to reach this customer
Research Methods For Business Students
ISBN: 9781292208787
8th Edition
Authors: Mark Saunders, Philip Lewis, Adrian Thornhill