Green Ox case: Strategic marketing for a drink dedicated to sports - published: 12/05/2009

Abstract

Palmer Jackson Inc (Cincinnati Ohio) has developed a new line of sports beverages which have the added benefit of antioxidants. They have developed several elements of their brand strategy with your agency Accuity Brands which is a branding consultancy, where you are a marketing strategy specialist. They have also hired Marketing Studies Incorporated, a well respected marketing research firm, to work with the management team.
P&J are faced with several primary marketing strategy decisions: