MRK106 Group Assignment #2
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Seneca College *
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MRK101
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Marketing
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Jan 9, 2024
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docx
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Group Assignment #2 – Neuro
Sonic
Overview
In this exercise you will review the content we have covered in class by applying your new knowledge to
the Neuro Sonic drink line as found in the materials supplied.
Case Materials
To prepare, please review the following material. You will base your answers to the following questions
on this content:
The Neuro Web site:
https://drinkneuro.com/
This video:
https://youtu.be/jI6tg_ZQeqE
News Article about Kim Kardashian and Neuro Drinks
https://www.thedailymeal.com/healthy-eating/kim-kardashian-obsessed-neuro-drinks-
healthy/042518
Article about a recent lawsuit related to Neuro Drinks
https://www.bevnet.com/news/2016/following-civil-complaint-neuro-update-labels-change-
marketing-practices
Questions – Total marks = 100
1.
Create a properly labelled SWOT for the Neuro Sonic product line based on what you
observed/learned in the above materials (Chapter 2).
[10 Marks]
2.
Identify and describe two different possible Target Markets
for Neuro Sonic drinks. Be sure to
include some specific demographic, geographic, psychographic and behavioural indicators for
each (Chapter 6).
[10 Marks]
3.
Of the 4 types of consumer products, which would Neuro Sonic be? Explain the 4Ps that relate
to this product type and the typical consumer buying behavior associated with it (Chapter 8)
[10
Marks]
4.
Draw a generic product life cycle graph and (1) indicate where you believe Neuro Sonic should be
located, then (2) indicate where Red Bull should be located and then lastly (3) Diet Coke. Explain
your reasoning for each briefly (Chapter 8).
[10 Marks]
5.
You learned terms related to different types of consumers for products along the PLC.
What
type of consumer would typically purchase a newly released beverage like Neuro Sonic.
What
would a consumer that has just recently decided it is time to try a Diet Coke be called (Chapter
8)?
[10 Marks]
6.
Describe elements of the product strategy for Neuro Sonic in terms of features, advantages, and
benefits to one of the above target markets. Include bullet points related to packaging, labelling
and any guarantees that may be offered (Chapter 9).
[10 Marks]
7.
There are three different approaches to setting an approximate price level for a product. List the
three approaches and then pick one or two that you might have selected for Neuro Sonic.
Briefly explain why. (Chapter 11)
[10 Marks]
8.
Would you expect the demand for Neuro Sonic to increase or decrease depending on the price?
What do you think would happen if the price increased? What would happen if the price
decreased? Based on your answer, would you use the term Elastic
or Inelastic
to describe the
price/demand for Neuro Sonic? (Chapter 11)
[10 Marks]
9.
Of the three channel structures for distribution, which do you think is the best one for Neuro
Sonic and why do you think so (Chapter 12)?
[10 Marks]
10. Assignment presentation
– Grammar/spelling/visually appealing/proper citations
[10
marks]
Deliverables
Put together a word document answering the nine questions.
Only one student should submit on behalf of the group. Clearly include your group members
names on the assignment.
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