Jorge has just finished a lively tennis match and is thirsty. Confronted by selections at the nearest 7-11, he is choosing between Coca-Cola, Pepsi, Gatorade, Dasani Water, and Zico coconut water. You are a Zico marketer and want him to choose your brand for hydration and overall beverage satisfaction. You know that Jorge knows of your coconut water, but has never tried it. Explain/define the following concepts, and assess how they relate to Jorge’s current situation. Then describe how you would market Zico to Jorge using the suggested Marketing strategies from Chapter 15 (pictured below):
1. Apply Purchase Involvement to Jorge’s situation
2. Which type of Decision Making (Nominal, Limited, or Extended) is Jorge Making?
3. Awareness vs. Unawareness Set
a. To which set does Zico belong in Jorge’s situation?
b. Assuming Zico is in the Awareness Set, is it then in the Evoked, Inert, or Inept Set?
4. Problem Recognition and Actual vs. Desired State
a. Describe Jorge’s Problem Recognition process, using Actual and Desired State
b. Would you focus on changing Jorge’s actual state or desired state? Why?
5. Based on Table 15-3 below, How would you market Zico to Jorge? Describe your strategies based on how you categorize the decision and subsequent marketing approach.
