{"id":23368,"date":"2023-07-07T19:25:33","date_gmt":"2023-07-07T19:25:33","guid":{"rendered":"https:\/\/www.goodacademic.com\/blog\/questions\/design-a-products-value-proposition-using-branding-pricing-and-sales-promotions\/"},"modified":"2023-07-07T19:25:33","modified_gmt":"2023-07-07T19:25:33","slug":"design-a-products-value-proposition-using-branding-pricing-and-sales-promotions","status":"publish","type":"questions","link":"https:\/\/www.goodacademic.com\/blog\/questions\/design-a-products-value-proposition-using-branding-pricing-and-sales-promotions\/","title":{"rendered":"Design a product&#8217;s value proposition using branding, pricing, and sales promotions."},"content":{"rendered":"<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">The<br \/>\ncompany is struggling to develop a product and pricing strategy.&nbsp;<\/span><\/p>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><b style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\"><\/span><\/b><b style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">&nbsp;Pizza<br \/>\nin a Cone*<\/span><\/b><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\"><\/span><\/p>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">In<br \/>\n2020, Toni of Toni\u2019s Pizza* launched a new concept of eating pizza \u2014 pizza in a<br \/>\ncone! Instead of eating pizza in its traditional form, the pizza dough is eaten<br \/>\nlike an ice cream cone. The cones are made through a patented device created by<br \/>\nToni. This technique allows consumers to eat pizza on the go with one hand.<br \/>\nTherefore, the pizza does not drip with grease or sauce. The cones are<br \/>\npersonalized with whatever fixings the consumer desires. Toni is currently<br \/>\nusing a cost-based strategy for pricing. Market research indicated this product<br \/>\nwould be a huge success. The organization even started franchising the concept<br \/>\nin 2021. Nevertheless, the company has had lackluster sales. Toni believes her<br \/>\ncompany needs a better product and pricing strategy. Read the scenario and<br \/>\naddress the checklist items in line with the goals as a hired marketing<br \/>\nconsultant by Toni.&nbsp;<\/span><\/p>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">*Disclaimer:<br \/>\nThe organization and characters depicted in this exercise are fictional. Any<br \/>\nresemblance to real organizations or individuals is purely coincidental. This<br \/>\nexercise may include actual companies and brand names solely for instructional<br \/>\npurposes; this exercise is not associated with any such existing company or<br \/>\nbrand name. All trademarks remain the property of their respective<br \/>\nowners.&nbsp;<\/span><\/p>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Generic<br \/>\nGoals:<\/span><\/p>\n<ul style=\"cursor: auto; color: inherit;\">\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Sell several<br \/>\n     hundred thousand units.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Create<br \/>\n     awareness of new product line to new, prospective clients.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Incorporate<br \/>\n     digital marketing.&nbsp;<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Hire more<br \/>\n     employees.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Target B2B<br \/>\n     clients.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Identify the<br \/>\n     best distribution model for selling to customers.&nbsp;<\/span><\/li>\n<\/ul>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><b style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Checklist:<\/span><\/b><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\"><\/span><\/p>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><b style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Part<br \/>\n1\u2013<\/span><\/b><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\"><\/span><\/p>\n<ul style=\"cursor: auto; color: inherit;\">\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Provide a brief<br \/>\n     introduction to your selected scenario and define the problem.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Describe<br \/>\n     attributes of how marketers can differentiate their products from their<br \/>\n     competitors.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Explain several<br \/>\n     attributes from your chosen scenario to differentiate your product.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Explain the<br \/>\n     packaging and labeling for your product.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Create a<br \/>\n     proposed product portfolio design, including width, length, depth, and<br \/>\n     consistency, similar to Figure 8.1 in your text.<\/span><\/li>\n<\/ul>\n<p style=\"margin-bottom: 11.25pt; cursor: auto; color: inherit;\"><b style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Part<br \/>\n2\u2013<\/span><\/b><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\"><\/span><\/p>\n<ul style=\"cursor: auto; color: inherit;\">\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Integrate a<br \/>\n     service with your product using the five determinants of service quality.<br \/>\n     Provide specific examples for each determinant.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Describe the<br \/>\n     concept of branding.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Create a brand<br \/>\n     mantra for your product.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Design<br \/>\n     secondary sources of the brand referencing similar to Figure 10-1, using<br \/>\n     specific examples for your product.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Recommend three<br \/>\n     incentives to market your product to customers.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Explain the<br \/>\n     pricing goals using the four common pricing objectives.<\/span><\/li>\n<li style=\"cursor: auto; color: inherit;\"><span style=\"font-size: 11.5pt; cursor: auto; color: inherit;\">Recommend a<br \/>\n     pricing method.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The company is struggling to develop a product and pricing strategy.&nbsp; &nbsp;Pizza in a Cone* In 2020, Toni of Toni\u2019s Pizza* launched a new concept of eating pizza \u2014 pizza in a cone! Instead of eating pizza in its traditional form, the pizza dough is eaten like an ice cream cone. The cones are made [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[650],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/23368"}],"collection":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/comments?post=23368"}],"version-history":[{"count":0,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/23368\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/media?parent=23368"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/disciplines?post=23368"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/paper_types?post=23368"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/tagged?post=23368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}