Part I:
Discussion Topic: Goods and Services Marketing
The success of a product or a company in the marketplace is highly dependent on the target markets ability to distinguish a given product from another. One way this is accomplished is through branding. When it comes to branding, companies must make complex decisions that will have a prolonged effect on the perception of the product and company in the marketplace. In this discussion, you will discuss product placements based on brand name marketing in the film industry
Scenario: Product placement deals have been a common practice in the film industry for quite some time, but the focus on placing popular brands in movies and television shows was never as important as it is today. To execute this Discussion, watch one of your favorite television shows or a recent popular movie and discover a brand of a product that is featured in the plot of the story. Pay close attention, sometimes it can be tricky to identify a popular brand being featured if your mind is not consciously looking for it.
Directions to complete this Discussion:
1. Identify the television show or recent movie you watched, and introduce the brand of a consumer product that you found was featured in the plot of the story.
2. Discuss the type of consumer product (convenience, shopping, specialty, unsought) you identified in the plot of the story. Explain your answer.
3. Discuss how the television show or movie increases or decreases the brand equity of the product.
4. Describe the brand strategy of the product you identified within the plot of the story.
Part II: New Product Development Process
1. With regard to consumer appeal, compare and contrast the GaGa's brand with the Sherbetter name of the product. Why did Jim King and his wife choose the GaGa's brand over the use of Sherbetter as the brand of the product?
2. Type the following phrase into your website browser: "Gaga Gourmet Frozen Dessert and Ice Cream." On the results page, identify retailer websites and social media websites that feature the Gaga's brand and product offerings. Explore these resources and identify a single Gaga Gourmet product offering. Discuss the following topics related to your chosen Gaga Gourmet product offering:
• Product Features
• Product Benefits
• Product Packaging
• Product Labeling
• Trademark
3. What type of consumer product is the Sherbetter bar?
a. Shopping Product
b. Convenience Product
c. Specialty Product
d. Unsought Product
4. When GaGa's developed Sherbetter Bars, what type of new product was that?
a. Repositioned product
b. Improvement on an existing product
c. Addition to an existing product line
d. New product line
5. Performing which of the following steps in the new-product development process would have helped Jim King realize that the novelty bars and the pints of Sherbetter would not be shelved together?
a. Business Analysis
b. Development
c. Test Marketing
d. Commercialization
6. At which stage of the new product development process should GaGa's have conducted its extensive focus groups and any research it needed before putting GaGa's Sherbetter on the shelves?
a. Idea Generation
b. Development
c. Idea Screening
d. Business Analysis
7. In what stage of the new product development process should GaGa's have introduced Sherbetter and the companies marketing program into the market to gauge consumer reactions?
a. Test Marketing
b. Target Marketing
c. Business Analysis
d. Commercialization
8. In what stage of the product life cycle is Sherbetter?
a. Introduction
b. Growth
c. Maturity
d. Decline.