ProgramsMBA Interterm (Spring 2023)ProjectsBrand and Product Category Expansion Strategy (Valencia, CA)

Project Title: Brand and Product Category Expansion Strategy (Valencia, CA)

Sunkist

Details
Project Title Brand and Product Category Expansion Strategy (Valencia, CA)
Project Topics Growth Strategy Marketing Reporting, Financial Planning & Analysis
Skills & Expertise Brand Strategy Business Analysis & Strategy Financial Analysis & Modeling Market Research
Project Synopsis: Challenge/Opportunity
Help Sunkist validate current brand positioning and target audience, as well as evaluating licensed product opportunities.

Project Address: 27770 N. Entertainment Drive, Valencia, CA 91355
Project Synopsis: Activities/Actions Required
Research and survey Millennial and Gen-Z's interests and brand recognition of Sunkist 
Creative brainstorming session on licensed product opportunities and competitive analysis in these product categories
Market sizing, forecasting, and ROI analysis on brand relaunch and licensed product category expansion
Project Synopsis: Expected Results
1. Qualitative analysis 
 - Overview of brand recognition of Sunkist with younger generations (e.g., younger millennials and Gen-Z)
 - Qualities, trends, and product categories younger generations value or will value 
2. Quantitative analysis
 - Competitive landscape of potential product categories and territories
 - Required investment for brand relaunch and licensed product category expansion

Project Timeline

Sunkist - Brand and Product Category Expansion Strategy (Valencia, CA)
Due Date
Activities
Deliverables
Status
Action
Wed, 01/11/23
12:00 AM UTC
Student Interterm Preferences Due
Required Evaluation
Evaluation submission is required.
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Description:
Complete Interterm Preference Survey
Wed, 01/18/23
12:00 AM UTC
Students Project Matching Finalized
No Deliverables
No deliverables are required for this action item.
Location:
Virtual
Event Description:
Student teams are introduced to their client organizations 
Wed, 01/25/23
12:00 AM UTC
Upload Resume & Complete Profile
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Help your industry partners learn more about you!  Make sure to complete building out your profile and upload your resume!
Wed, 01/25/23
12:00 AM UTC
CONFIDENTIALITY
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Please download, sign, and upload the standard Statement of Confidentiality
Fri, 01/27/23
12:00 AM UTC
Deadline for Travel Arrangements
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No deliverables are required for this action item.
Location:
Event Description:
Students must use Anthony Travel to organize travel and accommodations.
Mon, 01/30/23
12:00 AM UTC
Pre-Engagement Meetings Begin
No Deliverables
No deliverables are required for this action item.
Location:
Event Description:
Find time to meet virtually and discuss the project scope and expectations while on-site. Review supplemental resources so students can begin to get up-to-speed before their visit. 
Fri, 02/10/23
12:00 AM UTC
Pre-Kickoff Self Assessment Survey
Required Evaluation
Evaluation submission is required.
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Mon, 03/06/23
12:00 AM UTC
Temperature Check (Student)
Required Evaluation
Evaluation submission is required.
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Mon, 03/06/23
12:00 AM UTC
PROJECT KICKOFF
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No deliverables are required for this action item.
Location:
Event Description:
Students Arrive On-Site for Work.  Please schedule the project kickoff as early on Monday morning as possible in order to jumpstart the week. We recommend scheduling 45-minutes to 1-hour to host a kickoff meeting. Here's some recommendations on what you should cover!
Tue, 03/07/23
12:00 AM UTC
Temperature Check (Student)
Required Evaluation
Evaluation submission is required.
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Tue, 03/07/23
12:00 AM UTC
Temperature Check (Industry Partner)
Required Evaluation
Evaluation submission is required.
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Thu, 03/09/23
12:00 AM UTC
FINAL PRESENTATIONS!!
Required Deliverable
Required Deliverable
Deliverable submission is required.
Description:
Schedule time for the students to present their final insights.

STUDENTS: Please upload your final presentation.

INDUSTRY MENTORS: Please provide feedback through the form on the deliverable tab. 
Fri, 03/10/23
12:00 AM UTC
Post-Engagement Team-Assessment Form (Industry Partner)
Required Evaluation
Evaluation submission is required.
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Fri, 03/10/23
12:00 AM UTC
Post-Engagement Peer-Assessment Form (Student)
Required Evaluation
Evaluation submission is required.
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Fri, 03/10/23
12:00 AM UTC
Post-Engagement Self-Assessment Form (Student)
Required Evaluation
Evaluation submission is required.
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Wed, 10/04/23
12:00 AM Africa/Abidjan (UTC-00:00)
Student Temperature Check
Required Evaluation
Evaluation submission is required.
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