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Consumer Behavior (MKT 530) Fall, 2015 Assignment No. 2 Due Date: 3 Feb, 2016 Total Marks: 10 Marks Topic: Positioning and Repositioning Objective of Assignment The basic objective of this assignment is to make students familiar with the importance of positioning concept. Learning Outcomes After attempting this students will be able to: • Know the practical implication of positioning. • Understand role of positioning and repositioning in increasing market share and company progress. Background Product positioning refers to all type of activities undertaken by the companies to create and maintain the concept of value regarding company brand in customers mind. Companies create their image in mind of their target customers in comparison to their competitors. Analyst believes that it is easier for the product to be first in market and create its image; however there are companies who come second and occupy their unique position in the customer mind. Scenario Pepsi owns many brands of beverages, snacks and other foods worldwide. Pepsi Cola is one of the most popular carbonated beverages among its brands. In order to maintain its market share, PepsiCo continuously introduces new products under its brands. This marketing strategy is known as Product development. Pepsi does this by modifying the formulas and ingredients. Pepsi had introduced more than 50 types of beverages under the name of Pepsi worldwide. Company history reveals that few were accepted and most of them were rejected by customers, so company removed them from market shelves within 6 months. Crystal Pepsi was introduced like many other new formulas in market from April 1992 to 1993 in United States and Canada. Main thing of crystal Pepsi was its colorless cola, it was 100 % naturally flavored with no preservatives. It had lighter taste than the regular original Pepsi. Marketers believed that this new formula will create a good point of differentiation and will expand Pepsi’s market share but it failed in Market. Pepsi has decided to reposition Clear Cola Crystal Pepsi and bring it back in 2016 with the aim that it will excite the Cola lovers and especially those people who are alive but expecting some new from Pepsi. With the re-launch and repositioning, Marketers have started convincing the people for trial of the product. Company has changed the packaging, increased the size of the can and they have improved the taste of the cola. Requirement After reading the above scenario, do you think that repositioning Clear Cola Crystal Pepsi will help Pepsi to attract the attention of its Cola lovers this time or it will have to withdraw this formula? Why or Why Not. Marking Scheme: 10 Marks 24 hours extra / grace period after the due date are usually available to overcome uploading difficulties. This extra time should only be used to meet the emergencies and mentioned due dates should always be treated as final to avoid any inconvenience. IMPORTANT INSTRUCTIONS Students are advised to study the whole text carefully. Try not to include any irrelevant material in the solution Try to come up with precise and original answers. Any act of plagiarism like copy paste from internet will result in ZERO marks. Assignments reaching after the due date would not be considered. OTHER IMPORTANT INSTRUCTIONS: • Make sure to upload the solution file before the due date on VULMS. • Any submission made via email after the due date will not be accepted. FORMATTING GUIDELINES: • Use the font style “Times New Roman” or “Arial” and font size “12”. • It is advised to compose your document in MS-Word format. • You may also compose your assignment in Open Office format. • Use black and blue font colors only REFERENCING GuIDELINES: • Use APA style for referencing and citation. For guidance search “APA reference style” in Google and read various website containing information for better understanding or visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html RULES FOR MARKING Please note that your assignment will not be graded or graded as Zero (0), if: • It is submitted after the due date. • The file you uploaded does not open or is corrupt. • It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF etc. • It is cheated or copied from other students, internet, books, journals etc. Good Luck
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