Case Study Answers Product Development MKTG630

8 Pages

B406 Marketing Management

Questions: Instructions: For this Assignment, you will conduct marketing research on Always® brand as well as the company that markets the product. Use the following bulleted points for your res ...

Course

B406

Type

Assignment

Subject

Marketing

University

George Brown College

Season

Spring

19 Pages

Networking Channels and Mechanisms

How technology transforms the hospitality organisation Why is managing IT strategically important? • New ways to design organisations and organisational structures • New relationships with c ...

Course

BUST08015

Subject

Marketing

University

The University of Edinburgh

Season

Spring

49 Pages

Digital Marketing

Running Head: SOCIAL MEDIA MARKETING SOCIAL MEDIA MARKETING Name of the Student Name of the University Author Note 1 SOCIAL MEDIA MARKETING INTRODUCTION Online marketing often referred to as di ...

Course

BUST08015

Subject

Marketing

University

The University of Edinburgh

Season

Spring

MKTG630 Developing the Brand Strategy

Question

Answered

Task:

Michelle, Elena, and the Mobile Manufacturing, Inc. (MM) board of directors know how important it is to understand the environment in which it is operating. They hired you a highly-regarded marketing consultant to bring a fresh perspective to the marketing plan. You are scheduled to meet with Michelle and Elena next week to discuss the environmental conditions that are relevant to introducing the new product.
As you prepare for the meeting, you consider all of the possible environmental issues. You recognize that Elena brings an interesting perspective to the process because she has experience designing mobile phones for the Eastern European market, and she is pushing for a new product that can be marketed worldwide. On the other hand, Michelle is more concerned with the domestic marketplace and is worried that trying to market a new product anywhere outside the United States much less worldwide could be very risky.
The board has called a meeting to see how the new product for MM is coming along. Michelle calls you about the meeting.
"I like your ideas for branding the product," she says. "I think the board wants an overview now of the whole process we are using for developing the new product. Can you do that?"
"Thanks for the comments about the branding strategy," you say. "I tried to be creative with my approach. I'd be glad to show the board the process we are using to develop the new product."
"Great," you respond. "I'll get started on this first thing in the morning."
When you get back to your office, the instant message from Michelle is on your screen. It reads:

These are the areas we need to cover in the presentation.
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Business analysis
Product development
Test marketing
Commercialization
Be sure to include the information from our discussions on branding as part of the marketing strategy development phase of the process.

MKTG630 Developing the Brand Strategy

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