PART 2: Case analysis: (ILOs: A1, A3, C1, C2, D4)

This case study follows the development of a new Branded Handbag aimed at young women. The brand is owned by a Bahraini entrepreneur and the name of the brand is " Drago". The brand promises high fashion, high quality, and philanthropy. They are giveaway 10% of their profit to help women in distress.

Q1: Multiple Choice Questions: From studying New Product Development, Please select the best answer for each of the following questions (10 marks):

1. Consumer insights drive and jump-starts New Product Development. This information takes into account their behaviors, attitudes, and beliefs. It is an expression of their wishes and desires. This is considered from which of the following stages: (2 marks)

1. Idea generation
2. Customer and marketing testing
3. Idea screening
4. Product concept testing

2. "Drago" needed to know which designs were preferred by prospective consumers. It carried out market research to test whether the concepts would work. The research was conducted amongst the desired target market. For Drago, the desired target market was 18-35-year-old women who were beauty-orientated, followed fashion, and looked for helping society. This is done in the stage of (2 marks)

1. Idea generation
2. Customer and marketing testing
3. Idea screening
4. Product concept testing

3. In this stage, the Market Research Team conducted a product usage test. A de-branded sample of the proposed new handbag was given to the target consumer of females in several countries to use and test. De-branded means the bags had no logo so that the consumers did not know who made the product or what type it was. (2 marks)
   1. Commercialization
   2. Marketing testing
   3. Business Analysis
   4. Product concept testing

4. The brand Drago needed to assess the profitability of the venture, what is the name of this stage? (2 marks)

1. Commercialization
2. Marketing testing
3. Business Analysis
4. Product concept testing

5. Drago needed to communicate femininity and sophistication. In this stage, they asked potential customers if they preferred neutral colors or neon. This is done in the stage of (2 marks)

1. Commercialization
2. Marketing testing
3. Business Analysis
4. Product concept testing