- What the customer wants . How the customer will use the product - Product support requirements . How to reach the customers ' Price sensitivity 10. Alternative marketing strategies List the alternatives that will be considered before reaching the recommended strategy. Alternatives will usually include things such as product discontinuance, product rebranding or product re position, either as a premium or extra value product. 11. Selected marketing strategy Explain why a strategy was made redundant or rejected and Why a strategy was selected, which will include the marketing mix decisions, and the four Ps (product, price, place and promotion). 12. Product Any ABC product decisions need to consider the actual product advantages and how they will be used to leverage the product. The product decisions must include: . the name of the product (brand name) ' quality . scope of the product line ' product warranty (if applicable) . product packaging