Assignment: Generic Electronics and the Marketing Mix
Consider a product you own and use regularly today (smart phone, e-reader, power tool, etc.). With the rapid pace of technological change, you may ask yourself how this product will change in 5 or 10 years instead of whether it will change. It may be realistic to wonder if a ubiquitous product of today could be replaced and obsolete in that amount of time. Compare the pace of change to older products such as typewriters, which sold commercially for decades without experiencing much change at all until improvements in computers, word processors, and printers rendered typewriters nearly obsolete. Similarly, services such as milk or ice delivery may have been common at one point in time but no longer exist today. As companies examine their products and services, they need to anticipate the impact of product life cycles. Each stage of the product life cycle (introductory, growth, maturity, and decline) has its unique marketing needs, which require different promotional and pricing strategies.
For this Assignment, you will apply concepts of the product life cycle, branding, pricing tactics, and distribution channel. Consider how products are improved in order to extend their product life cycle. What are some ways to make an existing product more appealing to consumers?
Consider the following scenario:
Generic Electronics is introducing a new electronic device with cutting-edge technology. The managers are expecting the product life cycle, from introduction to decline, will last about 3 years before this device is replaced by a newer version of the technology.
To prepare for this Assignment:
Review this week’s Learning Resources. (Attached)
Review the scenario of Generic Electronics. (See above)
Refer to the Academic Writing Expectations for 2000/3000-Level Courses as you compose your Assignment. (Attached)
Submit a two page paper with the following:
What type of brand message should Generic Electronics send to its potential customers? Explain your answer.
How should Generic’s marketing managers adjust this device’s branding throughout the four stages of the product life cycle (PLC)? In your response, be sure to briefly describe each stage of the product life cycle.
During the introductory stage of this device, which pricing strategy should Generic Electronics use? When the device hits the maturity stage, how should the pricing strategy be different?
Which distribution channel should Generic Electronics use? The options are direct sales (i.e., business to consumer, or B2C) through the company’s eCommerce and mCommerce sites, or indirectly (i.e., business to business, or B2B) through other retailers such as Best Buy and Amazon. Discuss the pros and cons of these options.
Why is it important for Generic Electronics to have an integrated marketing communication plan?
How should Generic’s marketing managers ensure they are utilizing integrated marketing communication and are sending consistent messages throughout the different traditional and digital marketing channels?
References:
Gabay, J. (2017, October 31). Creating the best marketing mix for a product launch. Smart Insights. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/creating-best-marketing-mix-product-launch/
Grillo, F. M., & Hellman, K. (2018, June 11). Delivering customer outcomes versus selling products: The GE digital case. The Marketing Journal. Retrieved from http://www.marketingjournal.org/delivering-customer-outcomes-versus-selling-products-the-ge-digital-case-study-by-frank-m-grillo-and-karl-hellman/
Lang, S. (n.d.). The 10 commandments of product marketing. Pragmatic Marketing. Retrieved March 20, 2019, from https://pragmaticmarketing.com/resources/articles/the-10-commandments-of-product-marketing
Levitt, T. (1965). Exploit the product life cycle. Harvard Business Review.
Marketing 91. (2017). Product life cycle – Stages of PLC explained with examples [Video file]. Retrieved from https://www.youtube.com/watch?v=pq3e1b_7uho
BDC. (n.d.). How to price your product: 5 common strategies. Retrieved March 21, 2019, from https://www.bdc.ca/en/articles-tools/marketing-sales-export/marketing/pages/pricing-5-common-strategies.aspx
Fletcher, P. (2015). 5 easy steps to creating the right pricing strategy. Inc.. Retrieved from https://www.inc.com/patricia-fletcher/5-easy-steps-to-create-the-right-pricing-strategy.html
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