Question

What are the marketing implications for your company if buyers stop viewing your primary offering (the product you have selected for the purposes of this class) as a shopping good and begin considering it as a convenience good? How would you respond to the change?

Answer 1

Answer:

There are different marketing implications in the given scenario.

The first implication is that people stop observing and understanding the features of the products and buy the products without reviewing and comparing it with the other alternatives.

The second implication is that right audience is not buying the product made by the company. It will create delusion among the buyers.

The third implication is the poor positioning among the audience and your products will not be recognized for its exclusivity and value it can deliver to the buyers.

The fourth implication is that consumers will not get the value proposition brought to them by the product and it will not be considered as a product that can satisfy the exclusive needs of the buyers.

Response towards these changes will be as follows:

1. Customized communication to the target audience that will remind them of their pressing needs and that needs to be fulfilled by the product made by the company.

2. Endorsements of the product, with the popular person that can reestablish the brand positioning of the product to establish it it into a shopping goods

3. Build integrated communication drive to remind the customers for the benefits and features of the product that builds re-positioning of the product again.