PHASE 2: Product Strategy Description
Use the product you selected in Week 1 to construct a product strategy paper. Your Phase 2 paper should be 3 or more pages in length, 12-point font, double-spaced, APA formatted, and include the below sections with subheadings to identify each section:
1. Product Classification – Choose the Product Classification that defines this product (choose between Convenience Product, Heterogeneous Shopping Product, Homogeneous Shopping Product, Specialty Product, or Unsought Product). Explain your rationale.
2. Branding – Describe the Branding used for this product.
a. Family or Individual – Does this product use family and/or individual branding? Explain your rationale.
b. Brand Name & Mark – Describe the brand name and brand mark and include the history and reason for the brand mark. Include image (s) of current branding as well as any brand variation they’ve used over the years
1. Packaging – Describe the Packaging for this product.
a. Packaging Use – Explain how the package is used for each of the following (if one or more of the below items is not used for this function, explain why not):
i. Containing and Protecting the Product
ii. Promoting the Product
iii. Facilitating Storage, Use, and Convenience
iv. Facilitating Recycling and Reducing Environmental Damage
a. Labeling – Explain the type of labeling used for this product (persuasive or informational). Provide your reasoning.