Choose 1 product concept Vincor should pursue and use case facts/evidence to provide justification for your decision
Write an individual report that answers the following questions for the Vincor Project Twist Case:
- Using the results of the initial (Phase 1) qualitative research, what unmet needs exist?
- From the Usage and Attitude Study, identify the target market Vincor should pursue and articulate some relevant characteristics of this target market.
- Choose 1 product concept Vincor should pursue and use case facts/evidence to provide justification for your decision. Do NOT discuss packaging, bottle, or price issues.
Your written report should use 12 point font, 1.5 spacing, and no more than 3 pages, exclusive of any exhibits.
Vincor Project Twist Case Write-up Rubric (1)
| Criteria | Ratings | Pts | ||||
|---|---|---|---|---|---|---|
|
This criterion is linked to a Learning OutcomeKey ElementsMax 10 Points |
|
10 pts |
||||
|
This criterion is linked to a Learning OutcomeNumber of and Appropriate Needs IdentifiedMax 15 Points |
|
15 pts |
||||
|
This criterion is linked to a Learning OutcomeIdentify Target Market and CharacteristicsMax 15 Points |
|
15 pts |
||||
|
This criterion is linked to a Learning OutcomeProduct Concept Choice and Support for DecisionMax 20 Points |
|
20 pts |
||||
|
This criterion is linked to a Learning OutcomeWritingMax 10 Points |
|
10 pts |
||||
|
Total Points: 70 |
||||||
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