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Product Product Line (Most decisions are made at the product line level) Depth ---(Packaging/Sizes) ---(Customization) (How many variants do you want to have- extent of variants) Quality Customization/Differentiation/Niche 2. Price Skimming/Penetration Customer Perceived Value Structure Cost Structure 3. Place Service Availability Products Associated Distribution Strategy/priorities All activities 4. Promotion Budget Amount Percent Competitive parity Objective based ROI/ Payback period Message Media
SD Card 3. Competitive Parity: Currently . Feature would include a 1 GB memory card 2.Sony Digital Frame Promotion 1. Product launch would include an extensive trade push Incentive to be given to the multi brand outlets for ensuring maximum exposure Trade promotion would include i) Increasing margin given to the channel partners in the initial phase ii) Introducing rewards for the retailers for having sold the maximum products 4.