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Green Ox case: Strategic marketing for a drink dedicated to sports

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About the document

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documents in English
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Word
Type
case study
Pages
4 pages
Level
General public
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Committee Oboolo.com
  1. How could this market be segmented? From Green Ox's perspective, what are the pros and cons of each?
  2. Which particular segment(s) do you recommend Green Ox focus on? Why?
  3. Describe and defend a positioning statement for the target segment you recommend
  4. Palmer Jackson realizes that product, price distribution, and promotion decisions for Green Ox all rely on the decisions they make with respect to question 1-3 and that all four of the ''P'' decisions are intertwined and depend on each other. They feel that the place to start is with some notion of how many flavors of Green Ox they should introduce and at what price. They want your advice on that as well
    1. Product
    2. Price
    3. Place
    4. Promotion
  5. Now assume you have just presented your analysis and recommendation to Palmer Jackson management

Palmer Jackson Inc (Cincinnati Ohio) has developed a new line of sports beverages which have the added benefit of antioxidants. They have developed several elements of their brand strategy with your agency Accuity Brands which is a branding consultancy, where you are a marketing strategy specialist. They have also hired Marketing Studies Incorporated, a well respected marketing research firm, to work with the management team.
P&J are faced with several primary marketing strategy decisions:

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