Homework
For this part of the Consulting Project, you are required to critique the brand (the brand is Pepsi blue by PepsiCo) by providing the following information (750 to 1,000 words). Address the following:
• Why is the brand behind its competitors? Provide evidence, both financial and behavioral. Evidence may include consumer attitude toward the brand, customer loyalty (repeat purchases and/or referrals), and negative word-of-mouth.
• Develop and issue a survey questionnaire to provide support for your critique. Respondents should be from the target market for the specific brand under study. (See Chapter 16 in the textbook for guidance in preparing an attitude scale survey instrument).
• In view of the brand's marketing strategy, what consumer behavior issues do you propose are influencing the brand's performance? How do reference groups, social class, culture and subcultures, and, if applicable, cross-cultural (international) influences affect the brand's marketing strategy?
• Provide examples of specific tactics used that are evidence of the flawed strategy.
• Identify at least three changes/actions that would correct the shortcomings/deficiencies identified. Discuss each in light of information available.
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.