Because of expenses, the new product development stages for convenience goods should be reduced to idea generation,
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Because of expenses, the new product development stages for convenience goods should be reduced to idea generation, screening, and then, product development and commercialization (national roll-out). The savings (from streamlining the development process) will be used in an exorbitant, initial pull promotion campaign. After that, coupons will be offered every third week. With the pull strategy and couponing, the consumer will view the brand and product category as synonymous.
Do you agree or disagree with this strategy? Why or why not?
Related Book For
Essentials of Contemporary Management
ISBN: 978-1259545474
7th edition
Authors: Gareth R. Jones, Jennifer M George
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