Eko Beverages Limited (EBL) is a Lagos-based manufacturer of fruit drinks targeting both urban and rural consumers across Nigeria. The company recently conducted a market research exercise and discovered that its brand awareness among consumers aged 18–35 in the South-West zone had declined significantly over the past two years. The Marketing Director, Mrs. Adaeze Okonkwo, is concerned that EBL's current marketing mix is no longer aligned with the expectations of its target market. She has called a strategy session and invited you, a marketing consultant, to advise the board. Required: (a) Explain the concept of the Marketing Mix (the 4Ps) and discuss how each element can be applied by EBL to address the decline in brand awareness among its target demographic. (12 marks) (b) Distinguish between 'market segmentation' and 'target marketing', and recommend TWO segmentation bases that EBL should adopt, giving reasons for your recommendations. (8 marks) (c) Briefly explain the term 'brand equity' and state THREE ways EBL can build strong brand equity in the Nigerian market. (5 marks) Total: 25 marks