Determine the Marketing mix for Allbirds.

1. Product: 
   • Evaluate your company's branding elements (e.g., name, logo, character, jingle) and explain what brand image the company is trying to create with those elements. 
   • Evaluate its brand equity in terms of differentiation, relevance, knowledge and esteem. 
   • Determine how the product strategy supports its positioning statement. Explain how the product strategy is or is not effective. 
2. Price: 
   • Identify your company's pricing strategy (cost-based, competitor-based, or valuebased). 
   • Identify the product price range. 
   • Determine how the price strategy supports its positioning statement. Explain how the price strategy is or is not effective. 
3. Place: 
   • Investigate and evaluate your company's supply chain management. 
   • Determine its distribution intensity (intensive, selective, or exclusive). Justify your decision. 
   • Identify where the product is currently available to customers. 
   • Determine how the place strategy supports its positioning statement. Explain how the place strategy is or is not effective. 
4. Promotion: 

• Identify all the promotional tools your company uses to promote the product (e.g., advertising, sales promotion) and provide current examples for each tool. 
• Evaluate its integrated marketing communications (IMC). Does the IMC offer a clear, consistent, and compelling message? 
• Identify the product's current advertising objective (inform, persuade, or remind) and evaluate whether it is effective.
• Determine how the promotion strategy supports its positioning statement. Explain how the promotion strategy is or is not effective.

 

Answer rating: 100% (QA)

Marketing Mix for Allbirds Product Branding Elements Allbirds branding elements include its name logo and minimalist design aesthetic The company aims to create a brand image centered around simplicit... View the full answer