Question

1- Under Armour is contemplating introducing a product that is inferior to its competition in its performance, design, and functionality. However, the manufacturer believes that "good brand marketing" can overcome these shortfalls. Why is this thinking incorrect?

2- In your position as a marketing manager you have been asked by the President to help differentiate the company's product from its competitors. In reviewing your marketing management notes, you note that the text stated that physical products could be differentiated in eight ways. What are the ways that physical products can be differentiated?

3- You have been asked to prepare a product-line analysis for Under Armour`s stable of products. Why is it important for product-line managers to do a product-line analysis?

Answer 1

Answer 1= A good branding can support the product or service only if the performance of the product is as per the stated standards while communicating the features of the product. If the product performance does not match with the expectation of the customers, or the branding statements, then it will result in the gap between the customer's expectation and the performance of the product. This will result in high customer dissatisfaction and despite a good branding attempt, the product is bound to fail in the market

Answer 2= the 8 different factors on which the physical product can be differentiated are stated below-

1. On the basis of Form= This will include the size, shape, physical structure of the product
2. On the basis of price= Price can be made higher or lesser than the competitor
3. On the basis of features= This can be in the form of improved features or technology
4. On the basis of customization=, It can be done by accommodating more customer-centric needs in the product and changing the product as per the requirement of the customer
5. On the basis of performance= The company can try to develop high performance in the price than its rival
6. On the basis of quality- The company can offer superior quality of the products
7. On the basis of Durability= The company can make the product more durable than the rival’s
8. On the basis of reliability- It indicates consistency in the performance.

Answer 3= Product line analysis is important to conduct by the manager as it will facilitate the manager to decide where the company should expand the product line of the organization or the company should focus more on improving its current product line or do not have any change in the current product line. This can also include deciding where to reduce or eliminate some of the product from the product line depending on the performance of the product in the market

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