You work for a company that sells its products to major retailers across Africa and most of Europe. Your company
produces and packages various grocery store products that include pasta, dog food, sunflower oil and baby care products among various other products. As the new marketing manager, you are thrown into the deep end and must manage a new line of products that the company is introducing. This is a line of clothing and comfy living areas for dogs and other house pets and as a manager, you are expected to handle all aspects of this projects working closely with other departments in the organisation.
The company's main target for this product are upper middle class and professional people between ages 25-35, mostly women who live with their partners or by themselves. This means that your products will be mostly located in middle to upper class areas populated with young graduates and professionals living in pet friendly flats, townhouses or homes.

As the marketing manager, demonstrate your knowledge by completing these tasks.

Now that you have discussed your company's products and highlighted how the new line aligns with the products already offered by the retailer and its values, you need to think about customer value and how you will build long-term and profitable customer relationships. Using step 1 of Kotler and Armstrong's (2016) basic marketing process, which looks at your customers

 (a) needs, wants and demands, your

 (b) market offerings: bundle of benefits, 

(c) marketing, customer value and satisfaction and 

(d) marketing as an exchange, transaction and relationships, demonstrate how this product line will allow your department to maintain existing customer relationships and to create long-term loyal customers for the retailer.

Answer rating: 100% (QA)

a Customer Needs Wants and Demands Needs The target customers in the upper middle class and professional demographic likely have a need for highqualit... View the full answer