Project Title: Brand and Product Category Expansion Strategy (Valencia, CA)
Sunkist
| Details | |
|---|---|
| Project Title | Brand and Product Category Expansion Strategy (Valencia, CA) |
| Project Topics | Growth Strategy Marketing Reporting, Financial Planning & Analysis |
| Skills & Expertise | Brand Strategy Business Analysis & Strategy Financial Analysis & Modeling Market Research |
| Project Synopsis: Challenge/Opportunity | Help Sunkist validate current brand positioning and target audience, as well as evaluating licensed product opportunities.
Project Address: 27770 N. Entertainment Drive, Valencia, CA 91355 |
| Project Synopsis: Activities/Actions Required | Research and survey Millennial and Gen-Z's interests and brand recognition of Sunkist
Creative brainstorming session on licensed product opportunities and competitive analysis in these product categories Market sizing, forecasting, and ROI analysis on brand relaunch and licensed product category expansion |
| Project Synopsis: Expected Results | 1. Qualitative analysis
- Overview of brand recognition of Sunkist with younger generations (e.g., younger millennials and Gen-Z) - Qualities, trends, and product categories younger generations value or will value 2. Quantitative analysis - Competitive landscape of potential product categories and territories - Required investment for brand relaunch and licensed product category expansion |
Project Timeline
| Touchpoints & Assignments | Date | Type |
|---|---|---|
|
Student Interterm Preferences Due |
Jan 11 2023 | Evaluation |
|
Students Project Matching Finalized |
Jan 18 2023 | Event |
|
Upload Resume & Complete Profile |
Jan 25 2023 | Submission Required |
|
CONFIDENTIALITY |
Jan 25 2023 | Submission Required |
|
Deadline for Travel Arrangements |
Jan 27 2023 | Event |
|
Pre-Engagement Meetings Begin |
Jan 30 2023 | Event |
|
Pre-Kickoff Self Assessment Survey |
Feb 10 2023 | Evaluation |
|
Temperature Check (Student) |
Mar 06 2023 | Evaluation |
|
PROJECT KICKOFF |
Mar 06 2023 | Event |
|
Temperature Check (Student) |
Mar 07 2023 | Evaluation |
|
Temperature Check (Industry Partner) |
Mar 07 2023 | Evaluation |
|
FINAL PRESENTATIONS!! |
Mar 09 2023 | Submission Required |
|
Post-Engagement Team-Assessment Form (Industry Partner) |
Mar 10 2023 | Evaluation |
|
Post-Engagement Peer-Assessment Form (Student) |
Mar 10 2023 | Evaluation |
|
Post-Engagement Self-Assessment Form (Student) |
Mar 10 2023 | Evaluation |
|
Student Temperature Check |
Oct 04 2023 Africa/Abidjan (UTC-00:00) | Evaluation |
Program Managers
| Name | Organization |
|---|---|
| Jim Cunningham | University of Notre Dame |
| Joseph Sweeney | University of Notre Dame |