Week Case Discussion- Q Avocados from Mexico - Project Team NOTE The Avocados from Mexico 5446

MKTG 6200 Strategic Marketing Management

Question.5446 - Week 5: Case Discussion- Q1: Avocados from Mexico - Project Team 12NOTE: The Avocados from Mexico case can be accessed in the course packet you purchased from HBP.RELEVANT READINGSKroff Lecture: Pyramid of Communications ObjectivesHBP: Marketing Communications (pp. 6-10)HBP Case: Avocados from MexicoDISCUSSION OBJECTIVESThe objective of this discussion is for you to apply the underlying principles behind the Pyramid of Communications Objectives (PCO) and think-feel-do hierarchy processing to the AFM Avocado case.ASSIGNMENT GUIDELINESAs pointed out in this weekâs Kroff lecture entitled, "Pyramid of Communications Objectives," a brand's promotion campaign communication objectives are determined, in part, by how familiar consumers are with that brand. Brands typically work "up" the pyramid, moving consumers closer to the "usage" level. Furthermore, moving up the pyramid is accompanied by think-feel-do responses. These same relationships are described similarly (but upside down, because it's a funnel) in the Hierarchy of Effects Model in the HBP assigned reading (Marketing Communications, pp. 6-10). Use the insights you gain from these sources to answer the following question about the Avocados from Mexico (AFM) case, Q1: Think about what is supposed to happen to the size of the market as a brand moves up the pyramid from awareness to usage (Kroff PCO Lecture) or down the Hierarchy of Effects funnel (Exhibit 3 in the HBP: Marketing Communications reading). Considering AFM's awareness, preference, and market share numbers reported in the case, explain why there is a "reverse" relationship between them? (HINT: Think about the possible think-feel-do combinations). Why should AFM worry about lower awareness and preference numbers when market share is so high? Explain.Use the following headings for your answers:Reason(s) for reversed relationships:Reason(s) to still focus on awareness and preference:Your original post should be approximately 150 to 200 words in length.After your original post, you should respond to the original posts of at least two other class members, comparing and contrasting the components of your respective positioning statement.

Answer Below:

Reason x for xxxxxxxx Relationships xxxx market xxxxx out xx proportion xxx the xxxxxx of xxx think-feel-do xxxxxxxxx relative xx awareness xxx preference xx and xxxxxxxxxxxx most xxxxxxxxx are xxxxxx avocados xxxx Mexico xxxxxxx this xxxx not xxxxxxxxx into xxxxxxxx recognition xx the xxxxx much xxxx a xxxxxxxxxx for xx This xxxxx be xxxxxxx AFM xxxxx an xxxxxxxxxxxx product xxx a xxxxxxxxxxxxxxxxx good xxx thus xxx branding xx not xxxxxxx in xxxxxxxx decision-making xxxxxxx strong xxxxxxxxxxxx by xxx and xxxxxxxxx in xxxxxxxxxx promise xxxx market xxxxx despite xxx top-of-mind xxxxxxxxx Reason x to xxxxx Focus xx Awareness xxx Preference xxxxxxx high xxxxxx share xxx needs xx build xxxxxxxxx and xxxxxxxxxx for xxx brand xx order xx establish xxxxxxxxx demand xxx defend xxxxxxxxxxx Lack xx brand xxxxxxxxx will xxxxx AFM xxxx vulnerable xxxx consumer xxxxxxxx or xxxxxx competition xxxx domestic xxx international xxxxxxxxx shifts xx also xxxxxxx that xxxx usage xx driven xx consumers xx realize xxxxxx in xxx category xxx ensure xxxxxxxxxx is xxxxxxxxxx Increasing xxxxxx of xxxxxxxxx preference xx support xx long-term xxxxxxxx allow xxx AFM xxxxxxxx to xxxxxx its xxxxxxxxxxx and xxxxxxx increasing xxxxxx investments xx marketing xxxxxxxxxx