Product and Distribution (or Place)

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Question description

Product and Distribution (or Place)

There are 2 parts to this Assignment:

Part 1 concerns New Product Development at GaGa’s:

New products have a purpose in the marketplace, which is to maintain growth and profitability and to replace outdated products in the marketplace. In this Assignment, you will learn how Jim King and his wife decided to create the company GaGa’s Inc. using the product Sherbetter, a frozen desert product line. GaGa’s quickly expanded the product line from just Lemon to several other flavors as well as Sherbetter bars. In the video on how GaGa’s Inc. engaged in the new product development process, you will learn about the struggles of branding, line extensions, and other aspects of marketing a new product in the frozen dessert market (Lamb et al., 2014).

Part 2 concerns Distribution or Place at New Balance® Hubway:

New Balance® Hubway is a bike sharing system in the Boston area that uses automated stations to provide a bike service to people looking to go short distances. In this clip, New Balance Hubway employees discuss how the retailing model works for Hubway, and how the difference between brick and mortar and e-business models allowed them to succeed in the Boston area. Execute the Assignment to demonstrate your understanding of the distribution component of the marketing mix (Lamb et al., 2014).

For both parts you will:

  • Watch a video: Part 1: ©GaGa’s Inc. Part 2: New Balance® Hubway
  • Using research from Chapter 11 (Part 1) and Chapters 13 and 14 (Part 2 ) in your textbook, answer the questions on GaGa’s Inc. and Hubway in the 2 templates provided below for parts 1 and 2.

Video

Watch the required unit videos

GaGa Video

Hubway Video

DEVELOPING AND MANAGING NEW PRODUCTS Title of Paper Goes Here Your Name XXXX University DEVELOPING AND MANAGING NEW PRODUCTS 2 New Product Development Process Part 1: Short Essay: Write a minimum 200 words in response to each of your 3 essay questions using research from your textbook to help substantiate your understanding of products and the new product development process. Apply APA style referencing in your writing. 1. With regard to consumer appeal, compare and contrast the GaGa's brand with the Sherbetter name of the product. 2. Why did Jim King and his wife choose the GaGa's brand over the use of Sherbetter as the brand of the product? 3. Type the following phrase into your website browser: "Gaga Gourmet Frozen Dessert and Ice Cream." On the results page, identify retailer websites and social media websites that feature the Gaga's brand and product offerings. Explore these resources and identify a single Gaga Gourmet product offering. Discuss the following topics related to your chosen Gaga Gourmet product offering: • Product Features • Product Benefits • Product Packaging • Product Labeling • Trademark ANSWER: Part 2: Defend Your Answer Challenge: Step 1:Highlight your multiple choice answer in yellow. Step 2: Write a 100 (or more) word discussion in defense of each of your answers to the multiple choice questions using research from your textbook to help substantiate your understanding of products and the new product development process. Apply APA style referencing in your writing. 1. What type of consumer product is the Sherbetter bar? a. Shopping Product b. Convenience Product c. Specialty Product DEVELOPING AND MANAGING NEW PRODUCTS 3 d. Unsought Product ANSWER: 2. When GaGa’s developed Sherbetter Bars, what type of new product was that? a. Repositioned product b. Improvement on an existing product c. Addition to an existing product line d. New product line ANSWER: 3. Performing which of the following steps in the new-product development process would have helped Jim King realize that the novelty bars and the pints of Sherbetter would not be shelved together? a. Business Analysis b. Development c. Test Marketing d. Commercialization ANSWER: 4. At which stage of the new product development process should GaGa’s have conducted its extensive focus groups and any research it needed before putting GaGa’s Sherbetter on the shelves? a. Idea Generation b. Development c. Idea Screening d. Business Analysis ANSWER: 5. In what stage of the new product development process should GaGa's have introduced Sherbetter and the companies marketing program into the market to gauge consumer reactions? a. Test Marketing b. Target Marketing c. Business Analysis d. Commercialization DEVELOPING AND MANAGING NEW PRODUCTS ANSWER: 6. In what stage of the product life cycle is Sherbetter? a. Introduction b. Growth c. Maturity d. Decline ANSWER: References 4
MARKETING CHANNELS AND RETAILING Title of Paper Goes Here Your Name XXXX University DEVELOPING AND MANAGING NEW PRODUCTS 2 Distribution Strategy Short Essay: Write a minimum 200–250 word discussion responding to each of the essay questions using research from your textbook to help substantiate your understanding of distribution channels and retailing. Apply APA style referencing in your writing. Visit www.thehubway.com and browse the site. How does New Balance® Hubway use the online environment to encourage participation? Would you try Hubway without visiting a Kiosk first? Explain. 1. 2. How does New Balance Hubway strive to provide customer service? Defend Your Answer Challenge: Step 1: Highlight your multiple choice answer in yellow. Step 2: Write a minimum 100 word discussion in defense of your answer to each of your multiple choice and true/false questions using research from your textbook to help substantiate your understanding of distribution channels and retailing. Apply APA style referencing in your writing. 1. a. b. c. d. Based on the number of bike stations, what level of distribution is Hubway aiming for? Exclusive distribution Selective distribution Intensive distribution Broker distribution 2. a. b. c. d. Which type of nonstore retailer is New Balance Hubway? Automatic Vending Direct retailing Shop at home network telemarketing 3. a. b. c. d. Which of the following is true about New Balance Hubway? It has a high level of service with a narrow product line. It has a low level of service with a wide product line. It has a low level of service with a narrow product line. It has a high level of service with a wide product line. 4. a. b. c. d. Which channel for consumer products does New Balance Hubway use? Direct channel Retailer Channel Wholesaler Channel Agent/Broker Channel 5. Which factors have the most influence on the method and level of distribution intensity New Balance Hubway uses to distribute its rental service? DEVELOPING AND MANAGING NEW PRODUCTS a. b. c. d. 3 Market factors Product factors Producer factors Price factors 6. Which of the following is the best classification of New Balance Hubway’s retail operation? a. Department Store b. Off-Price retailer c. Convenience store d. Specialty store 7. When New Balance Hubway discusses managing how many bikes are in various stations, it is focusing on which aspect of service distribution? a. Minimizing wait times b. Managing service capacity c. Improving service delivery d. Data mining the stations 8. Developing the app Spotcycle, which allows customers to see where the best station to drop off their bike is by rating how full, empty, or nearby stations are is one way that New Balance Hubway minimizes wait times. a. True b. False 9. New Balance Hubway is a major player in non-traditional service retailing, and demonstrating how new technology can offer new ways of providing great service. a. True b. False References

Tutor Answer

professorchristina
School: University of Maryland

Attached.

DEVELOPING AND MANAGING NEW PRODUCTS

Developing and Managing New Products
Your Name
XXXX University

DEVELOPING AND MANAGING NEW PRODUCTS

2

New Product Development Process
Part 1:
Short Essay: Write a minimum 200 words in response to each of your 3 essay questions using
research from your textbook to help substantiate your understanding of products and the new
product development process. Apply APA style referencing in your writing.

1. With regard to consumer appeal, compare and contrast the GaGa's brand with the
Sherbetter name of the product.

According to Bowman & Gatignon (2010), consumers expect a brand to be functional, easy to
handle and safe to use. They require packaging to give easy recognition of the product, be easy
to locate in the store and reflect the perceived value. Instructions for use and disposal must be
clear and distinct. These are all appearance features relating to the material, shape, decoration,
and printed matter. It’s important for manufacturers to brand a product which enables consumers
to identify it easily, relate to it, and able to identify its value in the market. Regarding customer
appeal, the name GaGa is better sounding and easier to memorize for customers when compared
to Sherbetter. This is largely because the name is shorter, with sounding sound and is also
interesting to mention. It’s even easier for customers and potential customers to recall the name
GaGa compared to Sherbetter. This is because the name seems to evoke some form of interest
and need to know much more about the product with the name. From a marketing perspective,
the name GaGa could be better in making the customers to be more interested and to inquire
more about the product on offer, unlike Sherbetter. The name also makes the product to stands
out in the market and could be easily identified by customers.
2. Why did Jim King and his wife choose the GaGa's brand over the use of Sherbetter
as the brand of the product?

DEVELOPING AND MANAGING NEW PRODUCTS

3

From my perspective, Jim King and his wife choose to change the name of the product from
Sherbetter to GaGa since the name was easier for customers to identify with. The name was also
easy to memorize for customers as well as being more provocative of potential customer interest
compared to Sherbetter. Bowman & Gatignon (2010) explains that to sell a product, one must
attract and inform the customer. Unless someone has the opportunity to taste your product, the
only chance you have of convincing a consumer to purchase is through your packaging and
branding. By changing the product name from Sherbetter to GaGa and redoing the packaging, it
sparked the curiosity of consumers and made the brand more marketable. By changing the name
of their product, Jim was able to promote the GaGa brand better while the new name was able to
influence the consumers’ perception of the product. Also, King and his wife would have loved to
get a brand that would cover all marketing elements and guarantee a healthy relationship,
identity, personality and trust to the customers. Therefore, they made their product memorable
and gave it a different personality. GaGa’s brand was also marketed differently than Sherbetter
and customers were able to differentiate it from the rest. It was from the name GaGa that Jim
King and his wife were able to create a memorable product.

3. Type the following phrase into your website browser: "Gaga Gourmet Frozen
Dessert and Ice Cream." On the results page, identify retailer websites and social
media websites that feature the Gaga's brand and product offerings. Explore these
resources and identify a single Gaga Gourmet product offering. Discuss the
following topics related to your chosen Gaga Gourmet product offering:
• Product

Features

• Product

Benefits

• Product

Packaging

• Product

Labeling

DEVELOPING AND MANAGING NEW PRODUCTS

4

• Trademark

ANSWER:
On typing "Gaga Gourmet Frozen Dessert and Ice Cream" I was able to identify that the
company runs a Facebook, Twitter, and Instagram accounts. I was also able to identify several
outlets sites such as Publix, Whole Foods, Stop and Shop and King Kullen that also offers GaGa
products. The company offers its customers a variety of Sherbetter products and one of them is
GaGa Gourmet Raspberry. The website provides a vivid explanation of the product’s history and
the stores you can find them. One company website also provides a vivid explanation of the
product’s history and the stores you can find them (https://www.manta.com/c/mm8kvb5/gaga-sinc.) From the product benefits, I was able to identify a site which explains the health benefits
customers can derive from GaGa products. The website details that the product benefits
consumers since they are made from natural ingredients, and they have a low-fat level and are
enriched with vitamins that other flavors wh...

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Anonymous
Wow this is really good.... didn't expect it. Sweet!!!!

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