Marketing and Partnerships Research Paper
Order ID 53003233773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
Marketing and Partnerships Research Paper
Hint Water began 15 years ago when founder Kara Goldin decided to make changes to her lifestyle. The mother of three (now mother of four) had recently left her high-profile job as vice president of shopping and e-commerce partnerships at AOL, where she had built revenue to more than $1 billion in less than seven years.
Then she took time off to plot her next move. She expected her path to veer towards work with nonprofits, but instead her path veered into the beverage industry. Noticing low energy levels and skin issues, she began to suspect her reliance on “diet” beverages that were packed with added sugars and artificial sweeteners. However, when she tried to drink only water, she struggled with the taste. This realization led to the creation of Hint.
Today, Hint is the largest non-alcoholic beverage company in the United States that isn’t affiliated with Coca-Cola, Pepsi, or Dr. Pepper Snapple. Since starting Hint Water in her basement in 2004, and running the business from her dining room table and out of her garage, her offering, which contains no sugar, no preservatives, and no calories, has become a leader in an emerging category known as natural essence waters.
While Goldin and husband, Theo, a former attorney at Netscape and Hint’s COO, originally targeted natural and specialty stores, the product is proving to have wider appeal. Today, the waters, flavored with extracts of watermelon, raspberry-lime, and more exotic blends like pomegranate-tangerine, are among the fastest growing of the flavored waters at Whole Foods and sold at mainstream markets, including Publix, CVS, Food Emporium, Stop & Shop, Sheetz convenience stores, and online sites like Amazon.com. Hint has made cameos on Grey’s Anatomy, Boston Legal, and CSI and is the “official flavored water” on the Google campus.
Goldin states that “there are more than 2,000 beverage companies in the United States today, but it’s hard to name a beverage company that’s actually about health. There’s a lot of healthy perception versus healthy reality. We’re really focused on changing health; we’re actually, like I said, hearing from lots of consumers that we’re doing it.”
Hint has recently launched into new areas, including a sunscreen. Goldin says, “We’re launching sunscreen to call attention to chemicals like oxybenzone and parabens, which are in 95 percent of the sunscreens available to the average consumer in drugstores like CVS and Walgreens and elsewhere.
I’m really, really excited. It speaks to the mission of the overall company, which is [to be] a consumer advocate and help people actually understand products. In doing so, we also offer products for sale that really help people get as healthy as they want to be.” Hint has also added new products in the categories of deodorant, hand sanitizer, masks, and more.
1) Evaluate the quality of the new brand extensions using the criteria in the chapter. Would you have advised going into all of these markets? If you wouldn’t have, which ones would you have advised not entering? Be sure to provide your rationale.
2) Into what other product categories do you think Hint should expand next? Provide your rationale. Make sure to do your research here (i.e., don’t choose categories that Hint has already expanded into or has publicly announced they are expanding into).
Marketing and Partnerships Research Paper
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. 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Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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