Assessment- Product, Place/Distribution & Pricing Strategy.
P&G Product selected.
Identify one primary macro-environmental force/factor that might shape strategy of this new P&G product launch. Discuss.
Identify and discuss the determinants of consumer behavior that might explain a final consumer's interest in this new product entry.
How might P&G have segmented the market? Identify segmentation variable(s). Discuss.
Identify the specific targeting strategy utilized to launch/introduce the product. Discuss.
Describe the three levels of product of the selected final consumer product item.
Identify the specific type of final consumer product. Discuss.
Describe in detail the specific branding strategy (Use key terms and concepts). Discuss.
1. Brand name type?
2. Packaging
3. Labeling
4. Product Support Services?
Is this new item a member of an established product line?
Describe the product mix - product portfolio.
Brand sponsorship? Explain and discuss.
National brand v. store brand?
Licensing?
Co-branding?
Brand Development:
Line extension?
Brand extension?
Comment on managing new-product development strategy?
Liken the product to PLC. Explain.
(create a graphic representation)
Major pricing Strategy? Identify and discuss.
Identify and discuss other internal and external considerations affecting price.
Identify and discuss the specific new-product pricing strategy.
Product mix pricing?
Price adjustment strategy?
Number of channel levels? Identify and discuss.
Multichannel Distribution System?
Number of marketing intermediaries?
Major retailer type(s)?
Direct and or Online retailing?
Type of wholesaler most likely utilized? Identify and discuss.