Page 322 - Foundations of Marketing

Product, Branding, and Packaging Concepts | Chapter 10 289

Internet Exercise

Goodyear

In addition to providing information about the company’s 1. How does Goodyear use its website to communicate
products, Goodyear’s website helps consumers find the information about the quality of its tires?
exact products they want and even directs them to the 2. How does Goodyear’s website demonstrate product and
nearest Goodyear retailer. Visit the Goodyear site at design features?
www.goodyear.com . 3. Based on what you learned at the website, describe what
Goodyear has done to position its tires.

Identifying the needs of consumer groups and develop- 2. Discuss how the profitability of your product will
ing products that satisfy those needs is essential when change as it moves through each of the phases of the
creating a marketing strategy. Successful product devel- product life cycle.
opment begins with a clear understanding of fundamen- 3. Create a brief profile of the type of consumer who is
tal product concepts. The product concept is the basis likely to represent each of the product adopter categories
on which many of the marketing plan decisions are for your product.
made. When relating the information in this chapter to 4. Discuss the factors that could contribute to the failure of
the development of your marketing plan, consider the your product. How will you define product failure?
following: The information obtained from these questions should
assist you in developing various aspects of your market-
1. Using Figure 10.2 as a guide, create a matrix of the
current product mix for your company. ing plan. Develop your marketing plan online using the
Interactive Marketing Plan at www.cengagebrain.com.

New Belgium Brews Up Strong Brand Equity

The idea for New Belgium Brewing Company began with a Today, NBB is a successful company with products in
bicycling trip through Belgium, where some of the world’s 30 states. The entrepreneurial company has steadily expanded
finest ales have been brewed for centuries. As Jeff Lebesch, a its distribution throughout the western United States, part-
U.S. electrical engineer, cruised around on a mountain bike, nering with regional breweries to produce and sell its fresh-
he wondered if he could produce such high-quality ales in brewed beers in local communities farther and farther from
his home state of Colorado. After returning home, Lebesch its Colorado headquarters. The standard product line includes
began to experiment in his Fort Collins basement. When his Rampant Imperial IPA, Sunshine Wheat, Shift, Blue Paddle
home-brewed experiments earned rave reviews from friends, Pilsner, Abbey Ale, Trippel, Ranger IPA, 1554 Black Ale,
Lebesch and his wife Kim Jordan opened New Belgium and the firm’s best-seller, the original Fat Tire Amber Ale.
Brewing (NBB) in 1991. They named their first brew Fat Tire NBB also markets seasonal beers, such as Springboard,
Amber Ale in honor of Lebesch’s biking adventure. released around springtime. The firm occasionally offers

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