Marketing Plan on "Branding and New Product Development"

Quoted Instructions for "Branding and New Product Development" Assignment:

( new product develpment) Crawford, M., and Di Benedetto, A. (2008) New Products Management, 9th edition, McGraw-Hill Irwin: Boston

(branding) Keller, K. L., (2008), Strategic Brand Management, Pearson/Prentice Hall. 3e

Q1. A third year marketing student went to a job interview for a large blue chip company.

The CEO of the company asked following questions:

*****"I was talking just the other day about our most recent acquisition--a chain of

four large general hospitals on the West Coast. These are private hospitals, and

we fully intend them to be profitable, but it is a service, I guess, and there are

some public service overtones in the deal, whether we want them there or not. My

concern, as we talk about evaluating new products, is how would this new

division go about making financial evaluations on new service proposals******

Now tell me

1) What is product evaluation?

2) Should the new division make evaluations the same way as our divisions

that make goods?

3) Why or why not?

Q2. A third year marketing student went to a job interview for a large blue chip

company. The CEO of the company asked following questions:

*****"You mentioned this guy Nicholas Graham, the one who introduced those boxer

shorts with loud and colourful designs. I didn*****'t know what was going on at the

time, but I was flying Virgin Air to London one night and a couple people from

that firm stood up, and began passing out yellow boxer shorts decorated with eyes

and smiles. They invited everyone to put them on and then parade up and down

the aisle singing songs. Believe it or not, many did. Now, I found out later that

the fellow who owns Virgin also owns Joe Boxer. So when you told me about

that great idea coming from a Macy buyer, I had to laugh. Seems to me that the

admittedly great boxer shorts were more a promotional success than a creative

one. *****"*

Now tell me:

1) What type of product do boxer shorts belong to (New to the world product,

new product lines, me-too products etc.)

2) To what extent do you believe following statement is true:

With marketing people like those at Joe Boxer, we do not need great new product

concepts or even new product development at all!

* scenarios adapted from Crawford and di Benedetto (2008)

Section B (Branding)

1. Evaluate the appropriateness of Kapferer*****s Brand identity Prism and

Gad*****s 4-D Branding model in helping organisations develop brands

which communicate clear values and meaning to their target audiences.

Provide a range of examples to illustrate and support your answer.

2. *****˜Clearly established and well understood brand associations help define a

brand*****s position in the mind*****s eye of the consumer.*****

Evaluate this statement with reference to examples to support your

answer.

3. *****˜Category Need, Brand Awareness, and Brand Attitude are important

communication objectives, but the most important is Brand Purchase

Intention; because in the end, if the consumer does not buy the product,

our communication has been a waste of time and money.*****

Critically assess the validity of this statement, using a wide range of

current examples to support your answer.

*****