Date of Defense

4-20-2018

Date of Graduation

4-2018

Department

Marketing

First Advisor

Ann Veeck

Second Advisor

Karen Lancendorfer

Abstract

This market research study looks to answer the following problem presented by Ocean Spray Cranberry Brand: “Develop a marketing campaign that drives relevancy of the Ocean Spray brand for Millennials across both food and beverages.” The study provides an overview of the cranberry juice competitive landscape and looks into what makes Millennials, Millennials through secondary research. Primary research helps to fill in gaps, especially related to what Millennials think of the Ocean Spray brand in particular. Following the analysis, a set of recommendations is made to Ocean Spray that seek to improve the brand image and help boost sales to Millennial consumers. In addition, recommended future research and research limitations are presented.

Access Setting

Honors Thesis-Restricted

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