I require section 1 (a & b) and section 6 Secondary research appendices.

I will attach the journal articles I have and some netnography examples, however they are not sufficient in covering points 1-4 in appendices section.

a. Discuss the challenges of branding tap water, which is considered a commodity. [You are expected to consult different sources of information, including scholarly articles / books (other than your textbook)].

b. Discuss the opportunities for introducing a brand of tap water with a twist. Explore consumers’ views regarding the existing water brands and what exactly is the value proposition for them. Is there a need to develop a brand of tap water? Is there an attractive segment for your company to target? Explore the competitive environment [You are required to present real facts and figures to justify any new investments].

Appendices.

Appendix A: Secondary

a. Literature review on water as a commodity

b. Undertake netnographies on

1) water brands and their strategies,

2) consumer perceptions of tap water,

3) consumer perceptions regarding expected/required benefits of water, and

4) challenges of branding tap water.

(Attach netnography summaries and results in the appendix).

(A netnography is a written account resulting from fieldwork studying cultures and communities that emerge from on-line, computer mediated or internet-based communications. It observes general guidelines and traditions of ethnography).

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