Protein case | BCOR 3040 | University of Utah

First, read the Marketing a Cricket Protein Brand that you purchased with your Harvard coursepack. 

Then, answer these questions in a Word Document. Please double-space your text and use Times New Roman 12 point font. This should be 3-4 pages. If you cite the book, simply put (Lamb, Hair, & McDaniel, pg. XX) after the quote/paraphrase, and you don’t need a sources cited page. Please do include a sources cited page for any other sources you use. 

1. Assess Exo’s brand equity (e.g. consumer awareness, quality, loyalty, and unique brand associations). Compare and contrast Exo’s brand equity with that of Aspire’s Aketta brand. Compare and contrast the brand equity before any mergers.

2. As Aspire’s CEO, how would you position the newly acquired Eco brand? Which consumer segments are most attractive? Consider the competition in formulating your response.

3.Based on Exo’s positioning, what is the appropriate marketing mix (e.g. product, price, promotion)?

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