Explain what you believe are the key differences between the two approaches and recommend the best one for Sun Spritz with reasons why.

According to the Case Study given,
You have been engaged as a consultant by Sun Spritz and following a meeting with the senior managers of the company have been asked to write a short paper that specifically addresses the five questions that were raised below.
Please answer the questions giving clear answers with supporting theory. Citation to support your theory and discussion is encouraged and you should have at least one citation per section.
1. Problem Activation (200words)
– Evaluate and discuss the customer decision process as it applies to the problem that Sun Spritz is trying to solve and advise on how the following approaches could be used to activate problem recognition for this product:
a. Influencing the desired state
b. Influencing perceptions of the existing state
– Explain what you believe are the key differences between the two approaches and recommend the best one for Sun Spritz with reasons why.
2. Target Market (200words)
– Identify and profile an initial target market for Sun Spritz in Australia based on the limited information provided in the case and what you can infer from the lifestyle and culture in Australia.
– Explain why this would be an appropriate target market and what retail channels you would use for this target market.
3. Marketing Strategy (150words)
– Given that given that Sun Spritz is an unknown brand in Australia, describe how you would get consumers to seek information on this new product within the context of the consumers awareness set and the level of purchase involvement for this type of product. Recommend an appropriate marketing strategy with reasons why.
– Identify what evaluative criteria, including surrogate indicators, could be used by the consumer and discuss how they could be used to support the marketing strategy.

Last Completed Projects