- 12 Mar, 2021
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- 2 Mins Read
Writer’s choice
The Product
You will choose a product (good, service, event, person, place, etc.) which is currently
offered for sale to consumers in the Qatar market by a specific company (it need not be
manufactured in Qatar).
After learning about the consumers who buy this product, create the concept of a product
extension. An example of a product extension is a College that currently offers a Marketing
course, starts to also offer a Consumer Behavior course. A Consumer Behavior course is an
extension of the Marketing course and is of interest to the same customers. The product
extension is similar but slightly different from the original product.
This new product must be something that is not currently marketed by that particular
company, that you think would interest the same customers who are now buying the original
product.
EXAMPLE: if you chose Gatorade which is marketed to young sporty people, particularly
males, your product line extension might be a line of Gatorade sports clothing, or a soft drink
named Slammin’ Prune, which you are going to attempt to sell to the same young sportsoriented consumers.
1. State the brand name and explain the specific product currently existing in Qatar (this is
your original product), for which it would be possible to create a new product within the
product line (this is your product extension). The brand name is the specific brand name of
the product currently marketed. Add to this a few words to tell me what this thing is, if it is
not immediately obvious from its name. For example, if you have the product soft drinks and
you tell me that your current product is Pepsi Diet Cola, you don’t need to tell me that that’s a
cola.
2. State the current target market for the current product; then, using 6 words or less for each
characteristic, state the 3 most important characteristics of the current target market for this
product. On a separate line, state in not more than 12 words the most important customer
need that your product meets; don’t tell me several needs, tell me only the most important
customer need.
3. In not more than 12 words, state where the current product is currently sold, both
geographically and in terms of its type of retail store.
4. State in Qatari riyals the price range at which the current product is usually sold. Explain
why you think that the company has chosen this price.
5. State the one most important variable (PESTLE) that describes your target market –
demographic, geographic, economic, technological, political, legal, social, cultural or
environmental.
Then in not more than 3 lines explain why this is the most important variable for describing
your product target market.
6. State your best idea at this time for a proposed product extension to be sold to this same
target market and describe it in not more than 3 lines