6.1.1 Product
In beginning to assess the area of product it is important to firstly clarify the hierarchy of product levels (Kolter et al 2013, pg 416). Then identify where this product will be able to be best marketed to attract the most business. Figure six shows the differing levels of the product offering. This report will firstly breakdown each area and then clarify the main areas identified to be used as major marketing points. Figure 6 the five product levels (Kolter et al 2013, pg 416).
Core – a means of covering a wound
Basic – prevent infection
Expected – promote healing
Augmented – faster healing than currently available methods
Potential - a use not yet conceived or tested
The augmented level is where this report recommends that the AsGuard Exceed be targeted to the market. Utilising its improved qualities in regard to moisture absorption as the primary selling point. This will allow for point of difference the AsGuard Exceed offers to be leveraged against others …show more content…
Use the technological advantages of the product as a marketing point of difference.
Focus marketing and sales activities to highlight the augmented product level benefits
Set the initial pricing lower than competitors to seek a maximum market share while at the same time looking to establish the Exceed as a superior product to the other AsGuard products
Use the existing marketing distribution channels maintained by Sentry for the distribution of the product.
Set aside a moderate amount of funds for advertising and building awareness of both the product and brand.
Ongoing monitoring of indicators will be important to meeting volume goals.
Attention must be paid to the integrated marketing communication mix particularly during implementation so that all staff are included and fully trained on how to both sell and explain the virtues of the
In beginning to assess the area of product it is important to firstly clarify the hierarchy of product levels (Kolter et al 2013, pg 416). Then identify where this product will be able to be best marketed to attract the most business. Figure six shows the differing levels of the product offering. This report will firstly breakdown each area and then clarify the main areas identified to be used as major marketing points. Figure 6 the five product levels (Kolter et al 2013, pg 416).
Core – a means of covering a wound
Basic – prevent infection
Expected – promote healing
Augmented – faster healing than currently available methods
Potential - a use not yet conceived or tested
The augmented level is where this report recommends that the AsGuard Exceed be targeted to the market. Utilising its improved qualities in regard to moisture absorption as the primary selling point. This will allow for point of difference the AsGuard Exceed offers to be leveraged against others …show more content…
Use the technological advantages of the product as a marketing point of difference.
Focus marketing and sales activities to highlight the augmented product level benefits
Set the initial pricing lower than competitors to seek a maximum market share while at the same time looking to establish the Exceed as a superior product to the other AsGuard products
Use the existing marketing distribution channels maintained by Sentry for the distribution of the product.
Set aside a moderate amount of funds for advertising and building awareness of both the product and brand.
Ongoing monitoring of indicators will be important to meeting volume goals.
Attention must be paid to the integrated marketing communication mix particularly during implementation so that all staff are included and fully trained on how to both sell and explain the virtues of the