SHROOMS Mushroom Snacks

– Product chosen SHROOMS Mushroom Snacks

1. For the product you chose:

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a. What do you perceive the target market for this product to be?

b. Describe how you determined that target.

c. What stage of the product lifecycle do you perceive this product to be in and how did you determine it?

d. Name products that would be competition for this product of each of the following types.

i. Product Form Competitors:

ii. Category Competitors:

iii. Generic Competitors

iv. Budget Competitors

e. Write what you believe to be a logical key benefit claim for the product you chose.

f. What segmentation strategy would you apply to market this product? Explain why and how you approach that strategy.

g. Is there a second segmentation strategy you would consider? Why?

h. Which of the four marketing management philosophies would you choose to market your chosen product and why?

i. You have been chosen to develop a marketing plan for this product. Describe a logical marketing mix for it (target market: product, price, promotion, place).

j. We discussed five characteristics that may influence the rate of diffusion of new products into the marketplace. Describe the influence of each characteristic in this product and determine whether it increases or decreases the rate of diffusion.

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