summary

Challenge summary

Summary: How would you brand your product and select appropriate distribution channels for this product?
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3-4 hours

During this challenge you will write a blog post on your WordPress blog, and respond substantively to at least two (2) of your peers.

Start here

web resources

Stimulus resources

Review the previously assigned readings and the following supplemental resources:

objectives

Purpose

The purpose of this learning challenge is to:

  • Provide recommendations to management for how you would brand the product in the three (3) target markets you originally identified.
  • Analyze the advantages and disadvantages of key distribution channels, for each of the three (3) target markets, and recommend which distribution channels will contribute to product sales and profitability.
  • Choose one (1) of the three target markets, and make recommendations for the best distribution channels throughout the product life cycle. Be sure to explain your rationale.
  • Document and share your learning experience by posting a blog entry.
  • Learn from your peers regarding how they would develop branding for the product; select appropriate distribution channels; and their analysis and reasoning for pursuing their course of action.

Value of this exercise

Product branding creates the perception of value in the customer’s mind, and over time, this becomes a unique differentiator, for the marketing manager to leverage. In addition, how the product gets to market (i.e., how, when, at what cost), is a determinant of overall value, customer satisfaction, and profitability. These are real-world considerations in the development of a marketing strategy. In addition, for this Learning Challenge, you are being asked to “Recommend to Management” your proposal for moving forward, and explain why you believe your approach / recommendations are workable. This is the type of decision that you will encounter in the ‘real world’ – so you must thoughtfully prepare a plan of action, and be ready to defend it, before receiving the “OK” from management to proceed.