Q: There is ample opportunity for a marketing manager to add

value to each and every level of a product or service. Keeping

this in mind outline the different levels of a new product you
are planning to launch in the market. Simultaneously, explain
your marketing plan at each stage of your product’s life cycle.
You can use hypothetical examples.
Product Levels:
Core Benefit: This is the fundamental value that the product
provides to the customer. For a smartphone, the core benefit might
be convenient communication and access to information.
Basic Product: This level involves the basic features and attributes
of the product. In the case of a smartphone, this would include
calling, texting, and internet browsing functionalities.
Expected Product: At this level, the product includes features and
attributes that customers typically expect from a product in this
category. For a smartphone, customers might expect a good quality
camera, long battery life, and a user-friendly interface.
Augmented Product: This level involves additional features and
services that go beyond customer expectations. For a smartphone,
this could include extended warranty, customer support, pre-
installed useful apps, and customization options.
Potential Product: This level includes potential future innovations
and improvements. For a smartphone, this might involve cutting-
edge technologies like augmented reality integration, advanced AI
features, or new interaction methods.

Marketing Plan at Each Stage of the Product Life Cycle:

Product Development:
Core Benefit: Emphasize the product's unique value proposition of
seamless communication and access to information.
Basic Product: Focus on developing a reliable smartphone with
essential features like calling, texting, and internet browsing.
Expected Product: Incorporate standard smartphone features like
a good camera, decent battery life, and a user-friendly interface.
Introduction:
Marketing Strategy: Create awareness about the new smartphone
through teaser campaigns, social media, and press releases.
Key Actions: Offer limited-time promotions, collaborate with tech
influencers for reviews, and provide early adopters with exclusive
benefits.
Goal: Build initial market recognition and generate curiosity among
potential customers.
Growth:
Marketing Strategy: Highlight the unique features and benefits that
differentiate the smartphone from competitors.
Key Actions: Expand distribution channels, offer bundle deals with
accessories, and run targeted online advertisements.
Goal: Capture a larger market share, increase brand loyalty, and
establish a strong position in the market.
Maturity:
Marketing Strategy: Emphasize the augmented and potential
product aspects to maintain customer interest.
Key Actions: Introduce software updates to improve functionality,
offer loyalty programs for repeat customers, and focus on customer
service.
Goal: Sustain market share, prevent customer attrition, and
maximize profitability.
Decline:
Marketing Strategy: Consider repositioning the product or offering
limited-time discounts and trade-in programs.
Key Actions: Shift marketing efforts towards the potential product
aspects to reignite interest.
Goal: Extend the product's life cycle, generate any remaining value,
and potentially phase out the product gracefully.
Remember, effective marketing is an ongoing process that requires
continuous adaptation and refinement based on market dynamics
and consumer preferences. This hypothetical example
demonstrates how marketing strategies can evolve at each stage
of a product's life cycle to maximize its success in the market.

Q” Let, you are the marketing manager of your company. Your

company is going to launch few health and hygiene related
products in the market. However, a friction has evolved
between you and management while finalizing the prices of
those products. Management wants to adopt skimming
pricing strategy while you are in favor of penetration. Under
such circumstances, how will you justify your strategy? You
can use hypothetical example(s)

Penetration pricing involves setting a relatively low price for our

products initially to gain a larger market share quickly. Here are a
few reasons why I believe this strategy is well-suited for our health
and hygiene products:
Market Attractiveness: The health and hygiene market is highly
competitive, with consumers being increasingly price-sensitive due
to the availability of various alternatives. By offering our products
at a lower price point, we can attract a larger segment of the market
and encourage customers to try our offerings.
Mass Adoption: Our goal is to improve public health and hygiene
practices. By employing a penetration pricing strategy, we can
make our products more accessible to a wider audience, thereby
increasing the chances of mass adoption. This approach aligns
with our mission and can lead to greater social impact.
Quick Market Penetration: In a crowded market, a skimming
strategy might limit our initial customer base, delaying market
penetration. On the other hand, penetration pricing can help us
quickly establish our products as a viable and affordable option,
creating positive word-of-mouth and stimulating faster adoption.
Consumer Loyalty: By introducing our products at an affordable
price, we can build a loyal customer base from the outset.
Customers who experience the benefits of our products without a
significant financial barrier are more likely to become repeat buyers
and recommend our offerings to others.
Market Education: Our health and hygiene products might
introduce new concepts or technologies to consumers. A
penetration pricing strategy allows us to educate the market about
the importance and benefits of our products without creating price
resistance. This education can contribute to long-term market
growth.
Hypothetical Example:
Imagine we are launching a new advanced hand sanitizer infused
with natural moisturizers. Our cost per unit is $5, and the
competitor's similar product is priced at $10. Under skimming, we
might set our price at $9, aiming to capture a premium market
segment. However, considering penetration, we could launch at $6,
significantly undercutting the competition. This would attract a
larger customer base, potentially allowing us to capture 20% of the
market within the first quarter.

Q: Your company has decided to launch one luxury product

and one convenience product in the post pandemic time in
Bangladesh. Your management is in confusion regarding
major channel alternatives. Among intensive, selective and
exclusive distributions which one(s) you suggest for your
luxury and convenience products. Justify your distribution
strategy using examples.

Luxury Product - Selective Distribution:

For our luxury product, which is likely to target a more upscale
market segment, I recommend adopting a selective distribution
strategy. This approach involves partnering with a limited number
of carefully chosen retailers who align with the brand image and
can provide an exclusive shopping experience. Here's why
selective distribution is suitable for our luxury product:
Brand Image and Exclusivity: Luxury products thrive on exclusivity
and a sense of prestige. By carefully selecting a limited number of
high-end retailers, we can control the product's image and maintain
an air of exclusivity. This aligns with the expectations of luxury
consumers who seek a unique and personalized shopping
experience.
Personalized Customer Experience: Selective distribution allows
us to establish strong relationships with a few retailers, fostering a
more personalized approach to customer service. This level of
attention to detail enhances the overall shopping experience, which
is vital for luxury products.
Control over Presentation: With fewer points of sale, we can ensure
consistent brand presentation and customer engagement, which is
critical for luxury goods. Our luxury product's story, features, and
benefits can be conveyed effectively in an environment that
showcases its premium nature.
Example:
Consider a high-end perfume that we are launching as a luxury
product. By collaborating with a select group of upscale department
stores and boutique perfumeries, we can create an environment
where knowledgeable staff provide personalized fragrance
consultations, enhancing the sense of exclusivity for our discerning
customers.

Convenience Product - Intensive Distribution:

For our convenience product, designed to cater to a wider mass
market, I recommend an intensive distribution strategy. This
approach involves making the product available through as many
outlets as possible. Here's why intensive distribution is suitable for
our convenience product:
Wider Market Coverage: A convenience product is aimed at
meeting the everyday needs of a broad consumer base. By making
it widely available, we can ensure that our product is easily
accessible to consumers across different regions and
demographics.
Easy Availability: Convenience products thrive on availability and
accessibility. Consumers expect these products to be conveniently
located near their homes or workplaces, reducing their effort in
acquiring them.
Price Sensitivity: Convenience products are often priced more
affordably, and consumers are more likely to make impulsive
purchase decisions. Intensive distribution enables us to capture
these impulsive buying opportunities.
Example:
Let's consider a line of ready-to-eat meals that we are launching as
a convenience product. By distributing these meals through
supermarkets, convenience stores, and online platforms, we
ensure that they are readily available to busy consumers looking
for quick and easy meal solutions.
In conclusion, a tailored approach to distribution is crucial for
maximizing the success of both our luxury and convenience
products in the post-pandemic Bangladeshi market. By adopting a
selective distribution strategy for our luxury product and an
intensive distribution strategy for our convenience product, we can
effectively address the unique needs and expectations of different
target segments.

Q: In order to designing message content rational and

emotional appeals are very effective. Select two products
(may be real or hypothetical) where you will use rational for
one product and emotional for another. Give arguments in
favor of choosing each type of appeal.
1. Rational Appeal: High-Performance Laptop
A high-performance laptop is a product where rational appeals are
highly effective. Here's why:
Arguments for Rational Appeal:
a. Technical Specifications: A high-performance laptop is often
targeted at professionals, gamers, and individuals who require
specific technical specifications, such as powerful processors,
ample RAM, and dedicated graphics cards. Rational appeals can
highlight these specifications, explaining how they contribute to
faster processing, seamless multitasking, and better gaming
experiences.
b. Functionality and Efficiency: Rational appeals can emphasize
the laptop's capabilities in terms of handling resource-intensive
tasks like video editing, 3D rendering, and coding. Customers who
require a laptop for professional work will be more interested in how
efficiently the laptop can handle these tasks rather than emotional
aspects.
c. Comparative Analysis: Rational appeals can involve direct
comparisons with other laptops in terms of processing power,
battery life, and storage capacity. Providing data and benchmarks
to showcase the laptop's superiority over competitors can strongly
influence the purchasing decision of customers who value
performance.
d. Value for Money: High-performance laptops tend to be more
expensive. Rational appeals can focus on demonstrating how the
price is justified by the laptop's technical prowess, longevity, and
the enhanced productivity it brings. Customers who are looking for
a long-term investment will appreciate this approach.
2. Emotional Appeal: Luxury Fragrance
A luxury fragrance is a product where emotional appeals work best.
Here's why:
Arguments for Emotional Appeal:
a. Personal Connection: Fragrances evoke memories, emotions,
and personal connections. Emotional appeals can tell a story
related to the fragrance, creating a connection with customers
based on experiences, places, or moments. This storytelling
approach can make the fragrance more than just a product; it
becomes a part of the customer's identity.
b. Sensory Experience: Fragrances directly stimulate the sense of
smell, which is closely tied to emotions and memories. Emotional
appeals can focus on the sensory experience of wearing the
fragrance, describing how it makes the wearer feel confident,
alluring, or empowered.
c. Aspirational Lifestyle: Luxury fragrances often tap into
customers' desire for an aspirational lifestyle. Emotional appeals
can depict scenarios where wearing the fragrance leads to
extraordinary experiences, enhancing the customer's self-image
and confidence.
d. Symbolism and Status: Luxury fragrances are often associated
with status and elegance. Emotional appeals can emphasize how
wearing the fragrance represents a symbol of sophistication,
exclusivity, and refinement. Customers seeking to elevate their
social standing may be drawn to this type of messaging.
In conclusion, the choice between rational and emotional appeals
depends on the nature of the product and the target audience. For
a high-performance laptop, rational appeals help customers
understand the technical features and benefits. For a luxury
fragrance, emotional appeals tap into the sensory experience,
personal connection, and aspirational aspects that drive customer
engagement and loyalty.

Let you are Marketing Manager of XYZ Company. Your

company has asked you to develop a new product. Now your
key task is to present the product if front of the board
members and clarify different levels of the product you have
developed. Explain your newly developed product’s different
levels with the values associated with it.

Core Benefit:
At the heart of our mobile phone lies the core benefit – seamless
and reliable communication. Our product is designed to keep
people connected effortlessly. This core benefit reflects our
commitment to enhancing the way people communicate, bridging
gaps and creating meaningful connections.
Basic Product:
Building upon the core benefit, our mobile phone offers the basic
product – a device with essential features such as voice calling,
messaging, and internet connectivity. It's the foundation that fulfills
the fundamental communication needs of our customers. But we
know that today's consumers expect more than just the basics.
Expected Product:
Our mobile phone delivers the expected product – a device with
modern features that consumers anticipate from a smartphone.
This includes a high-resolution display, advanced camera
capabilities, and a user-friendly operating system. We're providing
what customers commonly expect in today's competitive market,
ensuring they have a satisfying experience.
Augmented Product:
Taking it a step further, we offer the augmented product – a mobile
phone with added value and features that set us apart from the
competition. This includes extended battery life, enhanced security
features, and access to a range of exclusive apps and services.
We're focused on exceeding expectations and providing additional
benefits that enhance the overall user experience.
Potential Product:
Looking to the future, our mobile phone's potential product opens
up exciting possibilities. We're committed to ongoing innovation
and improvement. This means regular software updates that
introduce new features, enhanced performance, and compatibility
with emerging technologies. As the market evolves, so will our
product, ensuring that our customers remain at the forefront of
technological advancements.

Values Associated with Each Level:

Core Benefit: Creating connections, bridging distances, and
facilitating meaningful interactions.
Basic Product: Reliability, simplicity, and essential communication
features.
Expected Product: Modernity, convenience, and meeting market
standards.
Augmented Product: Differentiation, enhanced user experience,
and added value.
Potential Product: Future-proofing, adaptability, and ongoing
innovation.
In conclusion, our newly developed mobile phone encompasses
these distinct levels, each offering a unique value proposition to our
customers. By addressing their core communication needs while
consistently exceeding expectations, we're confident that our
product will make a significant impact in the market.

Q: Your company is well known for one luxury product which

at the maturity stage of its life cycle. Recently, your company
has introduced one convenience product. As a marketing
manager what will be your marketing strategies for each
product of your company as they are staying at different life
cycle stages. Give arguments in favor of your answer.

As a Marketing Manager with a luxury product at the maturity stage

of its life cycle and a newly introduced convenience product, I
would devise distinct marketing strategies for each product to
maximize their potential based on their respective life cycle stages.
Marketing Strategy for the Luxury Product (Maturity Stage):
1. Product Enhancement and Differentiation:
In the maturity stage, competition is high, and product
differentiation becomes crucial. I would focus on enhancing the
luxury product by introducing new features, limited edition variants,
or collaborations with renowned designers. This keeps the product
exciting for existing customers and attracts new ones seeking
exclusivity.
2. Diversified Distribution:
While maintaining the exclusivity of the luxury product, I would
explore diverse distribution channels, including high-end
boutiques, luxury department stores, and exclusive online
platforms. This widens the reach and ensures availability to a
broader audience of luxury enthusiasts.
3. Premium Customer Experience:
At this stage, providing an exceptional customer experience is vital.
Personalized customer service, after-sales support, and luxury
packaging would enhance the perceived value of the product,
contributing to customer loyalty and positive word-of-mouth.
4. Marketing Collateral and Storytelling:
I would invest in sophisticated marketing collateral such as visually
stunning catalogs, videos, and social media campaigns. The goal
is to evoke emotions, create a brand story, and reinforce the
aspirational lifestyle associated with the luxury product.

Marketing Strategy for the Convenience Product (Introduction

Stage):
1. Product Awareness and Education:
Since the convenience product is new to the market, the initial
focus would be on creating awareness. This includes explaining the
product's features, benefits, and how it solves a specific problem
for consumers. Clear and concise communication is key to
capturing attention.
2. Targeted Marketing and Segmentation:
Identifying the primary target market and segmenting it based on
demographics, behavior, or psychographics is crucial. Tailoring
marketing messages to address the specific needs and
preferences of the target audience increases the chances of
resonating with potential customers.
3. Limited-Time Offers and Incentives:
To encourage trial and adoption, I would consider offering limited-
time promotions, discounts, or bundling options. These incentives
incentivize customers to try the convenience product and
experience its benefits.
4. Strategic Distribution Channels:
For a convenience product, accessibility is key. I would focus on
having the product available in easily accessible locations, such as
supermarkets, convenience stores, and online marketplaces. The
goal is to make it readily available to the target audience.
5. Customer Feedback and Iteration:
As the convenience product gains traction, actively seeking and
incorporating customer feedback is important. This iterative
approach ensures that the product evolves to better meet customer
needs over time.
In conclusion, while the luxury product at the maturity stage
requires strategies that maintain exclusivity and reinforce brand
loyalty, the convenience product in the introduction stage demands
strategies that create awareness, encourage trial, and adapt to
customer feedback. Adapting the marketing approach to the
respective life cycle stages is essential for optimizing the success
of both products in their unique market contexts.
Q: Consider that you are going to launch a new hand phone
set in Bangladesh. Some of the features of the set is new
where some features are already there in the competitors’
offerings. Under such circumstances between skimming and
penetration pricing which strategy you are going to apply for
your new hand set and why?

1. Considering the situation in Bangladesh and the

characteristics of the mobile phone market, I would
recommend adopting a Penetration Pricing Strategy for the
new handset. Here's why:
2. Market Dynamics: The mobile phone market in Bangladesh is
highly competitive and price-sensitive. Many consumers
prioritize affordability and value for money over premium
features.
3. Quick Market Entry: Penetration pricing would allow the new
handset to quickly establish a presence in the market and gain
attention from a wider range of consumers. This is especially
important if the product has some features similar to existing
offerings.
4. Competition: Competitors likely have established products
with similar features. By offering a lower price, you can attract
customers who are looking for a budget-friendly option.
5. Customer Acquisition: The lower initial price can encourage
trial purchases, leading to higher initial adoption rates. This
can be particularly effective if the new features are not
considered the primary decision-making factor for most
consumers.
6. Market Share: By initially capturing a significant market share,
your product can create a solid customer base and build brand
loyalty early on.
 7. Market Understanding: Penetration pricing provides an
opportunity to gather valuable market insights, understand
customer preferences, and fine-tune your marketing and
product strategies accordingly.
8. Long-Term Strategy: While the initial profit margins might be
lower with penetration pricing, the strategy can lead to
sustainable growth as the product gains traction and the
market share increases.
In conclusion, given the competitive and price-sensitive nature of
the mobile phone market in Bangladesh, the penetration pricing
strategy is more likely to result in a successful product launch, rapid
market penetration, and the establishment of a strong customer
base.