Instructions:There are three discussion topics. You will respond to two total topics. Choose one of the first two topics (1 &2) and the second topic will be Topic 3 Case Study.
Post your main topic responses by 11:59 p.m. Eastern Saturday. Make value-added reply posts to at least two of classmates by 11:59 p.m. Eastern Tuesday. A minimum of two reply posts is required, but three or more value-added replies to classmate threads may earn maximum credit. Respond to each topic as a separate thread, and label your post by topic number so that it is clear which topic is being discussed.
Supporting your views with references:
When you make an assertion of fact, state that it is based on your own experience or provide an in-text citation for the reference source you used to support your response. A minimum of two sources is required for the main topic, and for the reply posts. You do not need two sources for each topic, but you do need two sources across your main topic responses. For maximum credit, you will need three or more. You will also need a minimum of two references to support your reply responses to classmates. For maximum credit, you will need three or more.
See Content>Discussion Expectations for full instructions.
TOPIC 1: Connecting with Customers
PROMPT: Describe a story (from a novel or even a TV show) that held your attention where you couldn’t wait to see what happened next. Now, consider how the elements of a brand tell a story. How do you connect with perceptions of your favorite brands? Do they tell a story?
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TOPIC 2: Perceptual Map
PROMPT: Create a perceptual map for these major theme parks: Walt Disney World, Universal, Six Flags, Busch Gardens, and Cedar Point. You determine the primary factors to place on the X and Y axis and how they are likely positioned by consumers. Describe your map, why you chose each factor for X and Y, and whether you feel these companies have a clear space in the minds of consumers. Upload an image of your map for your peers to review. (This can be a simple Word document with basic x and y axis lines, or you can use another software program and save your image as a .jpg to be added here. It should be limited to Word, .jpg, or .pdf files to ensure others can view it. It is best to paste it within the response.)
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TOPIC 3: Branding and Positioning PROMPT: Case Study: Coke vs. Pepsi This case study discussion is about branding. Formulate a response responding to the specific questions below rather than those within in the case study. Review this case study: Coke vs. Pepsi: 100 Years of Contention
- Coke and Pepsi offer products that are close substitutes. How do the companies position their brands to differentiate their products?
- Each of the brands have used celebrity endorsers. Name a celebrity endorser for each brand and how they reflect a different position in the market.
- How are Coke and Pepsi positioning themselves to be the dominant choice of the younger generations such as Generation Z and Alpha?