Introducing a new product entails a variety of decisions about product strategy, including differentiation, ingredient branding, packaging, labeling, warranty, and guarantee. Your next task is to answer the following questions about Sonic’s product strategy.
• Which aspect of product differentiation would be most valuable in setting Sonic apart from its competitors, and why?
• Should Sonic use ingredient branding to tout the Linux-based operating system that it says makes its smart phone more secure than smart phones based on some other operating systems?
• How can Sonic use packaging and labeling to support its brand image and help its channel partners sell the smart phone product more effectively?
Once you’ve answered these questions, incorporate your ideas into the marketing plan you’ve been writing or document them using the Marketing Plan Pro software.