11 Nov 2016 | GS4 | You are a brand manager in a fast growing food product company. Lately you and your colleagues have been assigned a project where you to have to form a branding strategy for a new product. The highlight of the product is that it contains lesser calories and is directed towards the new generation who are facing obesity related problems. However, you have come to know that there is a catch. The product contains an artificial low calorie sugar, which has been reported to cause severe health problems.

GS4 (Case Study)

You are a brand manager in a fast growing food product company. Lately you and your colleagues have been assigned a project where you to have to form a branding strategy for a new product. The highlight of the product is that it contains lesser calories and is directed towards the new generation who are facing obesity related problems. However, you have come to know that there is a catch. The product contains an artificial low calorie sugar, which has been reported to cause severe health problems. In this background –

a) Give an analysis of the possible outcomes based on whether you go ahead with the product launch or you oppose the move.

b) What will be the stand that you would take in the above scenario and why?


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