You are a marketing manager for Birds Eye Vegetables, and are exploring the possible introduction of a new line of organic salads, to be sold in single-serve, ready-to-eat packages. Please respond to all of the following questions in full. (To bolster your analysis, you may wish to conduct a bit of online research concerning the ready-to-eat salad market and/or the appeal of organic products, although this is not mandatory.)
1. Describe how the company might use the stages of the new product development process to shepherd the new product through, from idea generation through commercialization.
2. Choose an appropriate demographic target, explaining your rationale.
3. Which of the three popular alternative branding strategies would you recommend, and why?
4. Describe two different ways in which the new line of salads can be differentiated from the competition.
5. As marketing management seeks to penetrate the market, provide two examples of promotional pricing that the company might utilize.
6. With regard to the number of intermediaries, which strategy would you recommend for Birds Eye, and why? Where would you choose to make the product available?
7. Explain how opinion leaders can be used to help continue to grow the brand.
8. Develop a creative strategy to appeal to the segment you have chosen to target.