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Project 1 instructions - MEMORANDUM TO Advertising 318J...

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M E M O R A N D U M TO: Advertising 318J Students FROM: Sarah Bovagnet, Michael Breighner, Erin Cutchen, Josh Glick, Tess Levitan, Melissa Martin, John Murphy and Chris Ramirez DATE: January 18, 2011 RE: Major Project #1 -- Comparative Analysis and New Brand Name & Package Design 1 The purpose of this memorandum is to describe a major project that each of you must complete individually. This project is worth 11% of your grade in the course and is to be turned in before class -- no later than 3:30 -- on Monday, February 7 . Late = 0, no excuses. You are encouraged to turn in your paper early to avoid the consequences of unexpected, last minute problems. Your task is to (1) conduct a comparative evaluation of the brand name and packaging of two brands of yogurt from the perspective of health-conscious men, 25-34, who exercise regularly and live in the top 20 U.S. markets ; and, (2) recommend a brand name and packaging for a new entry in the yogurt category . Once identified, abbreviate names throughout your discussion, e.g., Irish Delight (ID). 1. C OMPARATIVE E VALUATION (50 pts.). Select two existing brands in the category to analyze. Use all of the criteria identified on the “Brand Name and Packaging Considerations” (see below) to organize your comparative analysis . Develop a concise discussion of each criterion in which you evaluate and contrast the two brands and indicate which brand performs best on each criterion plus which one does best overall in terms of (a) brand name; and, (b) packaging. Your analysis is to be from the perspective of a target of health-conscious men, 25-34, who exercise regularly and live in the top 20 U.S. market . 2. N EW B RAND N AME , S POKESPERSON , AND P ACKAGE D ESIGN (50 pts.). Next, develop an appropriate brand name, spokesperson, and a package design for a new yogurt that is targeted to these men. Note that in some cases, women (the wives of these men) are the primarily purchasing agents and so the brand name and packaging needs to appeal to both the targeted men and their wives.
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