Creating Offerings Using Channels To Create Value For Custom ✓ Solved

Creating Offerings Using Channels To Create Value For Customerslearn

Creating Offerings & Using Channels to Create Value for Customers Learning Outcomes Offering Type of consumer offerings . Student can describe an offering based on features, benefits, price, and costs of ownership. Student can suggest marketing strategy implications based on the type of consumer offering under examination. Product lifecycle . Student can suggest potential marketing strategies based on the product or service’s lifecycle stage.

Marketing channel strategy . Student can outline a multi-channel distribution system and recommend a marketing channel strategy for a product or service offering. Pricing strategy . Student can analyze a current pricing strategy and make recommendations for modifications. Directions Your job in this Writing Assignment is to develop marketing mix strategies to ensure a value offering for the target market you identified in the previous assignment.

We will be looking to see if you can apply the marketing concepts to the real world situation. Assume you now work for this company, and your goal it to help the company grow sales. We don’t expect you to develop strategies based on insider knowledge of the product or service since you are most likely not employed by your product or service’s company. Again, do not fall into the trap of simply reporting on the product or service. This is obvious because your assignment will look like a rewrite of the company’s website.

Don’t be afraid to make strategy recommendations based on what you have discovered about the product or service, and how you think it can move forward. Be creative, take reasoned risks. Always keep them in mind your product’s target market(s) from the previous paper when making your recommendations. You will also have a chance to recommend new distribution and pricing strategies based on your new target market to meet their needs. Prepare your assignment beginning with a title page with your name and the name of your product or service.

Then answer each of the following questions (two in part 1 and two in part 2) in order and number the beginning of your response to each question. Do not repeat the question. Headings should separate the sections.

Part 1

Type of consumer offering

Describe your product or service offering as it is currently in terms of features and benefits, price and the total cost of ownership as discussed in the week's readings. Is it more product dominant or service dominant? What are the tangible and intangible aspects? Based on the four categories of type of offerings discussed in course content, describe the category in which your product or service offering belongs. Based on your new target market, would that category of the offering change and if so, how? How would it change the marketing strategy?

Product lifecycle

In which stage of the product lifecycle is your product or service offering now? Would the changes described in number 3 above change the lifecycle stage and if so how? What would this mean to the lifecycle marketing strategy?

Part 2

Marketing channels & strategy

To the best of your ability, outline the marketing channels of your product or service offering as they currently exist. Refer to Figure 6.2 for some ideas. Most product and service offerings will have more than one channel, so your system should include at least two; for example (1) a direct channel for internet sales: manufacturer --> customer; and (2) an indirect channel such as manufacturer --> distributor --> wholesaler --> retailer --> customer. If your product or service only has only a direct channel, explain why. Would this channel strategy change as a result of your new target market? Why or why not?

Pricing strategy

Referring to the various pricing strategies outlined in the week's readings, which one does your product or service currently use? Would you recommend any changes for your new target market? If so, how would you change it and why?

Sample Paper For Above instruction

Introduction

This paper analyzes Disney+, a leading streaming service, through the lens of marketing strategy, focusing on offerings, product lifecycle, marketing channels, and pricing strategies. The goal is to develop actionable marketing mix strategies tailored to Disney+’s current position and future growth opportunities, especially considering potential changes in target markets.

Part 1: Type of Consumer Offering

Disney+ is primarily a service-dominant offering characterized by its digital streaming platform providing entertainment content, including movies, TV shows, and original programming. The tangible aspects include the accessible digital interface, content library, and device compatibility. Intangible aspects encompass brand reputation, user experience, and exclusive content which enhances customer loyalty and perceived value. The pricing model is subscription-based, with tiered plans offering different levels of access, languages, and simultaneous streams. The total cost of ownership involves subscription fees, potential device costs, and data expenses.

As a service offering, Disney+ emphasizes intangible benefits such as entertainment quality, convenience, and brand trust. It falls into the category of "experience offerings," providing customers with ongoing access to entertainment rather than owning a physical product. With an evolving target market, including younger demographics and international populations, the category might shift slightly towards more flexible, ad-supported models or tiered subscription options, requiring updated marketing strategies focused on accessibility, affordability, and tailored content.

Marketing implications include emphasizing convenience, exclusive content, and building brand loyalty. For new markets, strategies should highlight cultural relevance and flexible payment options compatible with regional preferences, enhancing perceived value and reducing barriers to subscription.

Part 2: Product Lifecycle and Channels

Currently, Disney+ is in the growth stage of the product lifecycle, characterized by expanding subscriber numbers and increasing market share globally. Initiatives include promotional campaigns and strategic partnerships to accelerate adoption. Changes in target markets, such as focusing on emerging economies, may shift the lifecycle towards maturity or even decline in mature markets but present new growth opportunities elsewhere. This necessitates tailored marketing strategies—either reinforcing growth tactics in new markets or revitalizing offerings in existing ones.

Disney+ employs multiple marketing channels, including direct online sales via its website and app, social media, and partnerships with device manufacturers and broadband providers for pre-installation. Indirect channels include partnerships with telecom companies and Smart TV manufacturers to embed the app into devices, broadening reach. If the target market shifts significantly—say, toward regions with low internet penetration—the channel strategy must adapt, perhaps incorporating more offline promotions or localized partnerships to enhance accessibility and awareness.

The current pricing strategy relies on a value-based subscription model with tiered offerings. Given the new target market segment, especially cost-sensitive consumers, a move toward freemium or ad-supported tiers could be advantageous, lowering entry barriers and expanding the user base. Recommendations include introducing flexible plans, regional pricing, or bundling with other services to enhance perceived value and customer acquisition potential.

Conclusion

Understanding Disney+’s current offerings, lifecycle stage, marketing channels, and pricing strategies provides a foundation for tailored marketing actions. Adapting these strategies based on target market insights ensures sustained growth and competitive positioning in the dynamic digital streaming landscape.

References

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• Armstrong, G., & Kotler, P. (2019). Principles of Marketing (17th ed.). Pearson Education.
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