LEARNING JOURNAL 2 ASSIGNMENT
Charmain Byrne 15100629
This assignment relates to Chapter 10 Product Concepts, Chapter 11 Developing & Managing Products (PLC) & Chapter 13 Channels of Distribution from Lamb,C. W., Hair, J.F. & McDaniel,C. (2013) Introduction to Marketing, International 12thEdition.
The below is a branded convenience product that will be analysed for this assignment. Source: www.largofoods.ie (Accessed: 9th November 2016)
Tayto is the manufacturer of Irish crisps founded by Joe Murphy in 1954. Tayto is Ireland’s favourite crisps and snack brands and continues to hold the number one position in the marketplace. It is iconic to home in Ireland but has been providing a taste of home to many of the Irish outside of Ireland …show more content…
Outline why you would classify it as a convenience product.
According to Lamb, Hair and McDaniel (2013, p. 361) a convenience product is a “relatively inexpensive item that merits little shopping effort”. I consider this Tayto product to be a convenience product good. The consumer can access and avail of this product very easily or conveniently and is widely available to be purchased in many big supermarkets, vending machines, and other outlets. No effort is required in purchasing this product and can often be bought on impulse with no thought with little expense and satisfies a consumer need or want.
2. Describe the product in terms of the following model discussed at the beginning of the Product Concepts online tutorial: core customer value (i.e. what value/benefits it is providing for the customer), actual product description, augmented product …show more content…
It is a cycle that every product goes through over a period of time from the start to being removed from the market. I believe that the Tayto product lies in the third stage of the product life cycle the maturity stage. As suggested by Lamb, Hair and McDaniel (2013, p.406) the maturity stage is “a period during which sales increase at a decreasing rate”, the longest stage of the product life cycle, bigger quantities of product lines appear, with high volumes of distribution to dealers, heavy advertising promotion to consumers and dealers to retain their business and the emerging of niche
Charmain Byrne 15100629
This assignment relates to Chapter 10 Product Concepts, Chapter 11 Developing & Managing Products (PLC) & Chapter 13 Channels of Distribution from Lamb,C. W., Hair, J.F. & McDaniel,C. (2013) Introduction to Marketing, International 12thEdition.
The below is a branded convenience product that will be analysed for this assignment. Source: www.largofoods.ie (Accessed: 9th November 2016)
Tayto is the manufacturer of Irish crisps founded by Joe Murphy in 1954. Tayto is Ireland’s favourite crisps and snack brands and continues to hold the number one position in the marketplace. It is iconic to home in Ireland but has been providing a taste of home to many of the Irish outside of Ireland …show more content…
Outline why you would classify it as a convenience product.
According to Lamb, Hair and McDaniel (2013, p. 361) a convenience product is a “relatively inexpensive item that merits little shopping effort”. I consider this Tayto product to be a convenience product good. The consumer can access and avail of this product very easily or conveniently and is widely available to be purchased in many big supermarkets, vending machines, and other outlets. No effort is required in purchasing this product and can often be bought on impulse with no thought with little expense and satisfies a consumer need or want.
2. Describe the product in terms of the following model discussed at the beginning of the Product Concepts online tutorial: core customer value (i.e. what value/benefits it is providing for the customer), actual product description, augmented product …show more content…
It is a cycle that every product goes through over a period of time from the start to being removed from the market. I believe that the Tayto product lies in the third stage of the product life cycle the maturity stage. As suggested by Lamb, Hair and McDaniel (2013, p.406) the maturity stage is “a period during which sales increase at a decreasing rate”, the longest stage of the product life cycle, bigger quantities of product lines appear, with high volumes of distribution to dealers, heavy advertising promotion to consumers and dealers to retain their business and the emerging of niche