Select a high-profile good or service, and then analyze the marketing strategy by answering the following questions:
1. What is the product? Who produces it? What type of product is it? Where is it at in the product life cycle? Explain.
2. What are the important branding cues? Describe the product packaged? List the key product attributes.
3. How does the product fit within the producer's mix (Width/Depth)?
4. Which Environmental element is having the greatest impact on the product? Explain.
5. Name 3 direct competitors? One substitute? What key competitive advantage does this product have?
6. How is it positioned vs. the competition (draw positioning map)?
7. Who is the target market? On what criteria/basis is this market segmented (describe the relevance of each factor)?
8. Define the general level of involvement when purchasing this product? What/who are the major influences of purchasing decisions?
9. Are they using a push or pull strategy? Describe one of the activities they are currently involved in which demonstrates this strategy.
10. What sales and trade promotional strategies are being deployed? Explain.
11. What PR or Social strategies are being deployed? Explain.
12. What is the primary pricing objective and strategy? Explain. Describe the tactics that you have observed that let you know this.
13. Define the distribution strategy, market coverage and type of outlets.
14. Give an example of how the marketer has attempted one of the following strategies: Market penetration, Market development, Product development, or Diversification.
15. Which Marketing Management Philosophy has the strongest influence on the organization's marketing process?