Ideas in this flowchart

• Critical thinking questions on Oza, beverage marketing, and celebrity endorsement
• Oza has established several successful products in the competitive beverage industry
• Why has Oza been able to achieve this success?
• How does Oza’s success compare with Coca-Cola and Pepsi buying successful new brands despite having more resources?
• Marketing support behind the growth of Vitaminwater and Bai
• What types of unique marketing support helped sustain their tremendous growth?
• Marketing support for Vitaminwater
• Marketing support for Bai
• Celebrity endorsement strategy for a beverage brand
• Suggest a celebrity endorsement pairing with a beverage brand
• Explain why the celebrity-brand pairing would lead to success
• Identify the brand attributes that would resonate with specific consumer segments
• Identify the endorser’s reputation that would resonate with specific consumer segments
• Relate the brand and endorser characteristics to targeted consumer segments