Unit 3 Assignment: Product Strategy
Assignment: read the Juicy Fruit Gum case study in Chapter 6 of the Principles of Marketing text. After you read the case, prepare a 1-page paper that
addresses the questions below.
Case Study: Juicy Fruit Gum
https://courses.lumenlearning.com/waymakerintromarketingxmasterfall2016/chapter/burnett-rationale-example/
Questions:
In terms of the assigned reading, describe the current product life cycle stage of Juicy Fruit Gum.
How would you classify classify Juicy Fruit Gum using the four consumer product categories described in the reading?
What are the attributes of this brand and how do they create value for the customers?
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