The “Brand Exploratory” explains the consumer’s views of Blue Apron. This docume

The “Brand Exploratory” explains the consumer’s views of Blue Apron. This document will include:
1. Primary Research: An analysis of the relevant responses from your Week 5 primary research discussion with charts or graphs. Provided as an attachment. Please provide what analysis there is.
2. Secondary Research: The analysis of relevant consumer views on Blue Apron collected outside of the in-class survey and of competing products. Please include Hello fresh as the competitior.
This section would:
• Define the scope of the industry being analyzed.
• Briefly list in rank order the leading brands (providing market share may be important).
• Provide an analysis of the industry leader (this often ends with a POP / POD analysis). Some students elect to analyze a second competing brand.
• Secondary research around the target audience needs, desires and identifying pain points is needed for PODs

The goal of this section is to understand the strengths and weaknesses of the audited brand versus the industry leader. These differences are based on actual differences (size of product line, pricing, product quality, distribution levels, etc.) and consumer perceptions.
3. Buyer Profiles: A profile of the primary buyer and secondary buyer (buyer personas) based on your primary and secondary target audience statements featuring their perceptions of many branding elements, such as product quality and variety, packaging, distribution, pricing, communication theme, brand heritage, etc. Demographics are essential, but your profiles should also include information about geographic factors (if these are important), lifestyle, and other psychographic factors. This document needs to communicate who makes the most purchases from the Challenger Brand. (see example in attached documents)
4. INTRODUCTION. Briefly explain the purpose and organization of the Brand Exploratory
Please use the below book for reference of the brand exploratory and provide links for other references used
Keller, K. & Swaminathan, V. (2020). Strategic Brand Management (5th ed.). Pearson.
ISBN: 9780134877952.