MARKETING PAPER_DUE SATURDAY AFTER 6 DAYS_ 1 AND A HALF PAGE

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A Category Analysis is the first part of a Situation Analysis.  Fundamentally, the marketing manager must start by understanding the category in which s/he competes.  Your analysis is to be written in paragraph format, using separate charts and exhibits to back up your conclusions.  It should not appear that you are answering a list of questions.  Be sure to include references in the text to identify the sources for your facts and a Bibliography at the end.  Keep your write-up to 1 and a half pages, excluding exhibits and Bibliography. You must use the Mintel report on Salty Snacks – January 2015 to successfully complete this assignment. However, ONLY discuss information related to popcorn.

 

 

CONSUMER INFORMATION

 

9.   Who purchases popcorn (be specific with demographics)? Make sure you check out the Mintel report on Salty Snack, January 2015.

 

10.  Why do consumers buy popcorn?  Consumers can buy on the basis of product attributes, product functional benefits, or emotional end benefits.  For example, one feature of SUVs is four-wheel drive.  But buyers of SUVs most likely buy them not for this feature but for the product benefit of perceived safety or the benefit of off-roading.  On the other hand, the consumer may purchase the SUV for an emotional end benefit, such as the status or “coolness” that driving one confers. You need to go beyond the obvious (i.e. hungry, thirsty, etc.) to answer this question.  NEED references. Make sure you check out the Mintel report on Salty Snack, January 2015

 

     111.   What social/cultural trends (recent trends and recent news only) affect the category (i.e. consumers purchasing it). There should be at least 2 or 3 cultural trends discussed. You need to provide an in-depth discussion of each of these trends.  In most cases, you will need to provide general facts (outside of the popcorn category) to support your discussion – make sure you check out the Mintel report on Salty Snack, January 2015.   

 

IMPORTANT BEFORE YOU DO START :

  • The information you will write about is attached file under the name popcorn
  • The Bibliography you will be using is the Mintel report on Salty Snack attached file
  • Answer the three question professionaly and in 1 and a half page.

 

 

 

 

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