TOPIC 2: Types of Consumer Offerings This section of the week\'s readings descri
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Question
TOPIC 2: Types of Consumer Offerings
This section of the week's readings describes the types of consumer offerings with four categories:
convenience offerings
shopping offerings
specialty offerings
unsought offerings
Consider your own purchase behaviors. Identify a product that, for you, falls into each of the four categories. Be sure to consider why you chose each of the categories for each product.
As you read through your classmates' posts, you will most likely notice that the same product can be a different category for different customers; if so, share your observations with your classmates.
TOPIC 3: Product Lifecycle
Pick one of the following products and identify which stage of the life cycle you believe it is in and why. You don't need to do research; just use your personal experience and judgment. You may want to check out the product's website. Then, identify what marketing strategies need to be done to the marketing mix based on the stage you selected.
Apple iWatch
Kellogg All-Bran cereal
Crest Complete toothpaste
Ford Focus automobile
Häagen-Dazs ice cream
Libby Sweet Peas canned vegetables
Rolling Barn Door Hardware by CSH
Beyond Meat Chicken Free Strips
Since each of you are picking different products, scroll through some responses and see if you have a different point of view and post as appropriate.
Explanation / Answer
TOPIC 2
Convenience offerings - "Bread" - This is a convenience offering because it is very difficult to differentiate between bread produced and marketed by different companies and as a consumer, I put the least effort to search for.
Shopping offerings - "Smart Phone" - This is a shopping offering because I search and compare a lot of offerings before I select the final product to be purchased. The marketing 4Ps and the brand name are often considered very important for selection.
Specialty offerings - "Perfumes (high-value)" - I consider this product as highly differentiable among the brands and also they are available through specific channels only.
Unsought offerings - "Car repair/ towing service (on-road)" - This is an unsought offering because I don't need it under the normal course of my life and only need at the time of emergency.
TOPIC 3
Let us consider Kellogg All-Bran cereal as the product of choice. I consider this product to be in its maturity in its product life cycle. The brand was created in the 1930s and then was realized its growth in 1980s. Following the growth, it has reached maturity and still the same phase continues. The company should re-brand the product and create new value recognizable to the customer in order to elongate the life cycle and to ensure that profit margins can be earned in the maturity stage as well. Marketing campaigns will be relevant only when the company can communicate with its IMC strategy the new value the brand can offer.
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