Problem:
Assume that you are the newly hired product manager for Burberry and that the VP of Marketing, wants a report on how the (designer's) product/brand/good is currently marketed and wants you to begin to think about what changes, if any, you might want to see made in that designer's/brand's products/goods.
What product features and functions make the designer's/brand's products/goods different from its competitors? Defend your position.
In terms of designer/brand product/good marketing, what features would you change? Defend your position.
In terms of designer/brand product/good marketing, what functions would you stop offering and what functions would you continue to offer? Defend your position.
In terms of designer/brand product/good marketing, what features would you change? Defend your position.
In terms of designer/brand product/good marketing, what functions would you stop offering and what functions would you continue to offer? Defend your position.
The Task:
Thus, in response to the request from your VP of Marketing, using the information you gather about your designer's brands/products/goods, you are to answer the question: "What is the relative importance of product factors in driving product choice: brand and quality?" Defend your position. Either way, if they have relationships or do not have relationships with your designer's products/brands/goods, so what?
Question 1. Explain fundamental product management concepts related to products, both goods and services, including what each of these are, as well as brands, and the Product Life Cycle.
Question 2. Analyze whether customers develop relationships with a (designer's) products/brands/goods and the implications of this for management of a (designer's) products/brands/goods.
Question 3. Identify and research top Marketing Journals and explain some the cutting edge product/brand/good issues such as brand relationships and brand communities.