PRODUCT, PART II INTRODUCTION TO MARKETING

Full Name: Saurav Full Name: Francis Mlenga

Full Name: Loveleen Chawla

Diffusion of Innovation: Dynamos vs. Slowpokes

Rate each product on each criteria using the scale below. Justify each rating in a few words.
Scale: 1 = Not at all, 2 = Somewhat, 3 = Very much

Compared to the Applegate Google+

old product, was vs. traditional hot dogs vs. Facebook
the new product… Rating Justification Rating Justification
Relatively 2 People believe in healthy eating and 1 Its features were not better than the
advantageous: Was transparency, and it stands out both the already existing social network. So
it cooler, more way. But it was expensive. switching was not much worthwhile.
convenient,
cheaper, etc.?

Compatible: Did it 3
fit with how
consumers already
solved the need?
The substitution was extremely easy. 1
The healthier benefits were clearly
communicated and it was bought from
the same section of the store.
It was not at all compatible as the user
needed to move all their friends and
content to a new network. So,
switching to a new social network is
not easy.

Observable: Did 3 It was very observable among the 2 Target segment was very big but the
consumers see it in targeted customer through campaigns, product relied upon the friend network
use in celebrity summer events and social media. only. May be the the early users were
not sufficiently considerable
endorsements,
demos, at friends'
houses, etc.?

Simple: Did it have 3 It is healthy with no hidden 1 It is not easy to use and requires
straightforward, ingredients. The benefits are very efforts to add friends. And this is of no
plain benefits and clearly communicated. use if the user is the only person using
it.
was it easy to use?

Trialable: Could 3 It is easy to try, as it does not include 2 It is a time-consuming process and
consumers easily any time or effort. Brand could have even effortful to try as the user need to
try it via free trials, provided free taste trial at grocery add friends, and then they can
stores or supermarkets. experience it.
demos, etc.?