Product -Describe the product on three layers (refer to Figure 8.1 p. 245 of the text). -Discuss the product class and explain why you consider it to be that class (refer to Figure 8.2 p. 247 of the...

Product


-Describe the product
on
three layers (refer to Figure 8.1 p. 245 of the text).



-Discuss the product class and explain why you consider it to be that class (refer to Figure 8.2 p. 247 of the text)


-Identify and explain the product lifecycle stage for the product. Justify your opinion. What are the main implications for marketing? (Refer to figures 8.6 and 8.7 on pp. 265-266).


-Describe the branding of the product - what branding strategy has been used? How effective is the brand name? Justify your opinions.

Price


-What is the price of the product? How does this compare
with
competitors’ prices? What might differences in price from the competition suggest?


-What type of pricing objective appears to have been set for this product? Justify your opinion. (Refer to Table 10.1 on p. 321 of the text).


-Discuss the concept of price elasticity of demand as it relates to this product. (Refer to Figures 10.5 on p. 328 of the text).).


-Discuss two factors (other than demand) that appear to influence the price for this product.

Promotion


-Discuss the IMC mix used to communicate the product to the target market. What promotional elements are used and how?


-Select one print or Internet advertisement (or screen grab) for this product (place a copy in the Appendices). What is the main promotional message? Critically evaluate the type of creative strategy has been used in terms of the advertising appeal used to deliver the message?


-How effective is the message in terms of applying the hierarchy of effects model (p. 367-370)?


-Discuss how effectively the various promotional elements have been used to deliver a consistent and unified message.

Placement


-Is the product marketed via direct or indirect channels? What evidence supports their channel strategy? If channel intermediaries are used, what type(s) would they use (Refer to p. 463)?


-What type of distribution strategy is likely used for the product? Justify your answer. (Refer to p.468-470)


-What kind of distribution intensity is used and is it suitable for the product? (Refer to pp. 468-470)


-What type of retail outlet do they place their product? Discuss why they would place their product
in
those types of outlets. (Refer to pp. 479-484).