COMM101 Lecture Notes - Planned Obsolescence, Twinings, Pricing Strategies
Document Summary
Planned obsolescence - meant to make you buy more. Clothes - fashion cycle - new style -> buy more (speed you through one to get another one) What members of intermediaries are you going to use to bridge the gap btw you and the consumer. Understand what those channels will actually do for you. Intensity of distribution related to product classification. Packaging - brand has to be stuck in their mind. Impulse goods max exposure, shelf position, p of p (point of purchase of position) Emergency goods near p of p, readily accessible. Wedding dress to make it special you can"t have it available at all places. Unsought good/service aggressive promo, personal selling different markets classify products differently important to see your product as your customer does. Convince the customer that the product provides that unique benefit through your product, pricing, promotion, and distribution/place decisions . All parts of organization must have clear idea of unique benefit.