Unit 1 DQ#1 Lean Cuisine Analysis due bet. Mon. 9/7/20 & 9/15/20 11am MKT 3430*02
15 Points
Lean Cuisine Case IMC campaign what is your analysis of its repositioning strategy from a diet brand to a more general healthy lifestyle brand?
Please make sure your answers keep the format of the exact numbers and letters from the questions (to avoid losing points). Thank you.
1) Describe the target market for Lean Cuisine products with 4 types of consumer market segmentation
from Chapter 4 pp. 93-103 supporting your answer by quoting information from these 2 sources:
a) Read Chapter 1 page 2.
b) Read this article: https://www.eventmarketer.com/article/lean-cuisine-scales-new-messaging-to-weigh-what-matters/ (4 points)
2) Read this article https://adage.com/article/cmo-strategy/lean-cuisine-makes-massive-pivot-diet-marketing/299236
A) What types of IMC components are included in Lean Cuisines IMC program (Chapter 1 p. 5 Fig. 1-3; pp. 13-14)? (3 points)
B) What specific steps in the marketing plan (Chapter 1 p. 6 Fig. 1-4 and page 6 description of steps) are related to the specific information in the article? (4 points)
Name and explain how one industry trend from Chapter 1 (e.g. channel power, integration of digital media, or customer engagement) Chapter 1 pp. 8-11) is related to the information in the article about Lean Cuisine. (4 points)