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: https://courses.lumenlearning.com/marketing-spring2016/chapter/case-study-juicy-fruit-gum/


  • 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?

Your paper should be a minimum of 1 full page in length in addition to a title page and references.  Submit your paper to this assignment link by the end of Unit 4 as a single MS Word-formatted file.

For all assignments in this course, incorporate concepts from the assigned reading to support your analysis.  To avoid issues with plagiarism, use in-text citations to distinguish between your own analysis and ideas taken from your reading.  To demonstrate your understanding of the material, paraphrase your reading rather than pasting quotes into your paper.

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