MARK 5120 (L4)

Case Debate #2

Aspire Food Group: Marketing a Cricket Protein Brand

Blue Team
Target the SPORTS-PERFORMANCE segment for Exo cricket bars.
41E
Red Team
Target the CHILDREN for Exo cricket bars.
42E

Preparation Questions (not exhaustive of all possible arguments that can be used to support
the team’s respective assigned position)

1. Assess Exo’s brand equity (e.g., consumer awareness, quality, loyalty, and unique brand
associations).

2. Compare and contrast Exo’s brand equity with that of Aspire’s Aketta brand.

3. How would you position the newly acquired Exo brand? Which consumer segments are
most attractive? Consider the competition in formulating your response.

4. Based on Exo’s positioning, what is the appropriate marketing mix (e.g., product, price,
promotion)?