Marketing Product and Brand Strategy

Question: Discuss about the Marketing Product and Brand Strategy? Answer: Introduction: This particular study provides a detailed insight about various marketing product and brand strategy. In order to fulfil the demand of the customers, the service providers of a particular organization have to prepare some attributes so that they can attract the attention of the customers. For that purpose, this assignment has focused to make a conjoint spreadsheet for collecting the response on behalf of the customers regarding the product. As per the demand of the case scenario, kickstarter.com has launched an ultra slim tractable wallet, which aims to provide an instant access of card. This product has been named as EKSTER. Now, this assignment intends to gather the feedback of the customers response. Furthermore, one preliminary website has been planned to make in order to promote their brand and to reach the target customer directly. Identifying attributes and levels for a possible conjoint design In this specific part, the study has focused to choose different attributes of and levels of data about EKSTEP (Bloch 2010). As already highlighted in the excel sheet the five attributes of this particular product has been highlighted. These are as follows: Step 1: Specific Names of product attributes: Factor 1: Benefits Factor 2: Accessibility Factor 3: Function Factor 4: Ultra Slim Wallet Factor 5: Trackable Therefore, it has been noticed that EKSTEP is possessed with five different attributes that include benefits, accessibility, function, ultra slim and trackable. In order to draw the attention of the customers, EKSTEP has invented their business plan and policy so that users can track the distance between them and their wallet. Therefore, this facility prevents the possibility to lose wallet from the user (Catry and Chevalier 2009). Therefore, these are the primary advantage of this particular product based on which the customers have showed their interest to purchase this brand. In the next part, six attributes levels have been discussed with specification. The levels of benefit of EKSTEP include user friendly, extra thin and trackable. Tis particular product is easily accessible and at the same time, it helps to keep a track on the distance between the user and the product. When the user would press the click button, it would be started in the spring-loaded mechanism. EKSTEP is possessed with three functions as well as categories primarily that are bellroy low down, ridge titanium wallet and finally DPTR leather calm wallet (Chen and Xie 2015). This particular brand has been divided into two categories like super thin and extra large thin. As EKSTEP is easily trackable, it reduces the maximum chance to lose the product because this product indicates the distance between user and wallet (Dickson and Ginter 2011). (Refer to appendix 1 for each of the six attributes) The collection of data by using the conjoint excel spreadsheet from four potential consumers The feedbacks of four regular customers of kickstarter.com have been collected in order to gather sufficient response about their product. Four people have provided their response through voting machine. The response have been gather and prepared in the spreadsheet that is attached with this file (Friedrich and Witt 2010). It has been observed from the response of the customers that more than fifty percent of the customers have been provided positive response. Among four people, more than two people have provided positive feedback about EKSTER. Moreover, sufficient data has also been collected from those people who have not given positive response to them (Gebauer 2008). As per the response of that people, it has been observed that kickstarter.com should enhance their workforce planning in order to maintain a balance between customers demand and supply. Drawing up a preliminary website using to manage database From the preliminary website mentioned above, it has been observed that website of kickstarter is one of the major platforms in order to promote their new brand. In the particular website, the details of the products have already mentioned. The facilities and benefits of using ultra slim wallet have pointed out in this particular product (Grover 2011). Through this website, the customers come to know the features of EKSTER. They have come to know how this particular brand can be differentiated with other ultra slim brands. As a result, customers get the scope to know about the product in detail before purchasing it. In this particular website, customer Zone is available. In this zone, one public forum has been created. While visiting the website, customers can provide their feedback whether positive or negative. As per the feedback given by the customers, the business experts tend to form their strategies and policies (Hensel 2009). One particular division has been allocated in kickstarter. The responsibility of that division is to keep a constant connection with the customers. After getting any comment on behalf of customers, the public forum division tends to give an immediate feedback in order to draw the attention of the customers. Moreover, if any customer tend to recommend something regarding the organizational process and policies, public forum department accept the suggestion of the customers positively. They give the assurance that this particular matter would be taken into consideration by the management team (Hopkins 2010). These are the effective ways to keep a contact with the customers. On the other hand customers as well like to provide a positive response if they receive a good customer relation on behalf of the organization (Kirpalani 2014). Conclusion: Therefore, this particular study provides an in-depth knowledge how to make an effective conjoint design after launching a new product in an organization. EKSTER, one of the most ultra slim and trackable wallets introduced by kickstarter.com gathered immense positive response from the customers. In this conjoint design, the designers have planned to highlight the different attributes of this particular product. Through a voting machine, service providers have also collected the response of the customers. More than fifty percent voters have provided positive feedback. In addition, the customers who did not support the options have provided necessary recommendation based on which the organization can change their business strategy. Furthermore, one preliminary website has been formed in this assignment where the details of the organization have been provided. Contact details are available in the official website of the organization. Customers can get the opportunity to communicate with the members of customer service system directly. Besides, they can mention their necessary queries in the public forum available in the customer zone of this official website. The public forum department of kickstarter.com is very much active. They like to provide a positive response to the consumers in order to draw their attention. Reference List: Bloch, P. 2010. The product enthusiast: implications for marketing strategy. Journal of Consumer Marketing, 3(3), pp.51-62. Catry, B. and Chevalier, M. 2009. Market Share Strategy and the Product Life Cycle. Journal of Marketing, 38(4), p.29. Chen, Y. and Xie, J. 2015. Third-Party Product Review and Firm Marketing Strategy. Marketing Science, 24(2), pp.218-240. 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