MKT10008 Marketing Principles - Assessment 3

Part C: Marketing Strategy – Existing Product

Your task is to continue your marketing Situation Analysis. You are asked to describe the existing marketing strategy for one product within the brand discussed in Part A, and then discuss a possible new marketing strategy for a variation on this product.
Product Strategy. First, briefly state the current (existing) product that is the starting point for the rest of this report, in one sentence.
Now discuss and analyse this with the following (discussing all of parts a to c and any parts of d and e or other aspects that you also wish to discuss):
a description of the product features including any flavours, sizes, designs, etc., as well as the key customer benefit/s
b.The product category (convenience, shopping, etc) and the implications
c. The three levels of the product (core, etc), including any add-on services (augmented aspects) that may enhance the product in the customer’s eyes
d. The (presumed) stage in the PLC and any implications this has for marketing in general
e. Packaging options (including changes to packaging), where relevant