Determine the Marketing mix for Allbirds. Product: Evaluate your company's branding elements (e.g., name, logo, character, jingle)
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Question:
Determine the Marketing mix for Allbirds.
- 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.
- 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.
- 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.
- 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.
Related Book For
Spreadsheet Modeling & Decision Analysis A Practical Introduction to Management Science
ISBN: 978-0324656633
5th edition
Authors: Cliff T. Ragsdale
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