Toyota rav4 le 2018 1) a) Categorize the product or service as a consumer or bus

Question

Toyota rav4 le 2018

1)    a) Categorize the product or service as a consumer or business product, service or hybrid and briefly note why it should be categorized this way. (5 pts.)

b) Classify the type (& subtype, if applicable) of product/service it is (unsought, convenience, homogeneous shopping product, etc.) and briefly explain your response. (5 pts.)

c) Identify the top 5 major competitive attributes of the product, focusing on their quality and/or differentiation. Competitive attributes would include those factors used as basis for comparison when consumers are determining their evoked set for their purchase decision selection among all vehicles, or all vehicles in the segment. Some examples may include: styling, horsepower, brand image, gas mileage, price point, etc. Select those attributes that comprise a significant basis for comparison in the purchase decision of your vehicle & its competitors. Avoid listing product-specific options or features like floor mats, trim options, alloy wheels, etc.; focus on the major attributes used for comparison in the initial purchase decision. List the 5 attributes in numbered, rank ordered bullets and briefly note why each is a critical attribute to consumers looking to purchase within product segment; address expected quality level of the attribute where appropriate. Categorize the attributes first; for example, “Safety” for packages containing back-up cameras, antilock brakes, collision avoidance, multiple airbags, etc. (10 pts.)

d) List the three overall marketing objectives and discuss how your product does or does not fulfill each of them. Refer to the competitive attributes listed in part (c) above to help frame your responses, along with your target market expectations, competitive comparisons and market positioning description (price vs. perceived quality) from previous application tests. (15pts.)

For example, a fine dining (very expensive) restaurant would be a consumer or business specialty (type) hybrid product / service (category) because it may be used by both consumers and businesses, it is not a necessity but it is a luxury expenditure, and it contains both tangible and intangible attributes, which are food & beverages (tangible attributes), service (intangible attributes), and atmosphere (intangible attributes). Your response would then describe each of these types of attributes (and others), particularly in terms of quality, as well as note how they fulfill the three marketing objectives (or not).

2)    a-b) What is the lifecycle stage of this product/service? Note this for both the U.S. automobile industry in general and your product specifically, and explain your responses. (10 pts. total)

3)    a-d) Identify what type of brand(s) was established (manufacturer’s, private label, etc.) and very briefly explain your response. Note how the brand was established and/or is reinforced (name, mark, etc.), embed/link at least 2 different types of samples of the brand identification, and assess the level of the brand’s success (name the brand loyalty category & justify).   When discussing how the brand was established, focus on the methods to establish a brand, as discussed in the text and lecture; avoid simply providing a history of the brand. (25 pts. total)

4)    a-c) Address how this product/service is “packaged” prior to the sale. Discuss the appropriateness and consistency of the “packaging” that the dealership provides the product as well as how the four purposes of packaging are provided for this product. In the case of most automobiles, the packaging also encompasses part of the delivery process (distribution or place strategy) and part of the personal selling process (promotional strategy). Focus your response primarily on the product strategy portion, meaning the “packaging” of the product, as much as possible and avoid addressing the personal selling (promotional strategy) and delivery process (distribution strategy) for this assignment. While vehicles are not packaged in a traditional box or clamshell, the product is surrounded by an environment and factors that serve many of the same four purposes as packaging, which is what your response should address. (30pts. total)

Be creative when thinking of packaging. In the restaurant example above, the packaging may include the restaurant’s interior ambiance and exterior look, including signage, as well as the service levels provided. Sights, sounds, smells, décor, staff attire & demeanor, as well as other intangible attributes that help to “package” the restaurant, may all contribute to a different restaurant experience, in addition to the tangible attributes of food and beverages. Compare and contrast these attributes at Outback Steakhouse or Red Lobster vs. a very fine dining establishment – they are utilized differently to great a different market position, combat competition and meet the expectations of their target markets. Think carefully about how the product is delivered to the market and what purposes packaging serves.

Remember to cite your sources (in-text) and include a references page (MLA format)

Always write in 3rd person (no “I”, “we”, “us”, “you”, etc.)

You must use the format provided below or your assignment will be returned ungraded and result in a Zero for the assignment

Required Format – You must use this exact document as your Answer Sheet & fill in your responses. Do not create your own document.

(Add required cover page or header & required footer with your last name and page number. You may delete the italicized instructional information.)

Name of product (year, make and model) & photo:

1)    a) Category: (B2C, B2B, or both; product, service or hybrid (both), then justify your responses) (5pts.total)

Justification:

b) Classification: (Sub-classification also, if applicable) (5pts.total)

Explanation:

c) Competitive Attributes: (Rank order & describe the top 5 major competitive attributes used by consumers in choosing their evoked set among this category of vehicle. Avoid listing product-specific features or options. Address the expected quality level, where appropriate. Refer to the instructions above.) (10pts. total)

1.     (Top attribute & briefly note why it’s critical/quality expectation) (2pts.)

2.     (#2 attribute & briefly note why it’s critical/quality expectation) (2pts.)

3.     (#3 attribute & briefly note why it’s critical/quality expectation) (2pts.)

4.     (#4 attribute & briefly note why it’s critical/quality expectation) (2pts.)

5.     (#5 attribute & briefly note why it’s critical/quality expectation) (2pts.)

d) Appropriateness & consistency of the product: (List the three overall marketing objectives noted on the board each week & address how your product is designed to fulfill them – or fails to do so. Your response should reference the attributes listed above and may include competitive comparisons.) (15pts. total)

1. (5pts.)How does the vehicle & the attributes selected above fit the TM? Who is the TM & what do they want?

2. (5pts.) How does the vehicle & its attributes stack up to the competition?

3. (5pts.) How do the vehicle’s attributes help position it in terms of price vs. perceived quality?

2)    a) Lifecycle Stage – U.S. Automobile Industry: (Name the stage & explain your answer) (5pts.total)

Explanation: (Consider age, market share and other relevant rationale in your explanation)

b) Lifecycle Stage – Your Product (Vehicle): (List your product’s year, make & model, name the lifecycle stage for your particular product & explain your answer) (5pts.total)

Explanation : (Consider age, market share and other relevant rationale in your explanation)

3)    a) Type of Brand: (Family brand, private label, manufacturer’s brand, etc. – list all that apply & explain your response) (5pts.total)

Justification:

b) Embed/link at least 2 different examples of how the brand is now represented and note what is consistently used to identify the brand (color, symbol, slogan, trade dress, & other brand identifiers, as applicable).

1. Embedded/linked example:

    What is consistent: (3.5pts.)

            2. Embedded/linked example:

                What is consistent: (3.5pts.)

c) How this brand was established / reinforced in consumers’ minds: (List and or show the various types of brand identifiers used since the brand was established, what they are or have been, timeframes &/or length of use, etc.; include all types that apply. Use of a chart here is acceptable as long as it addresses all aspects of the question. Cover the history of establishing the brand through the use of the different techniques used to build and identify a brand. Avoid a detailed history of the manufacturer itself and focus on the branding.) (8pts.)

d) Brand Success Level: (Recognition, Preference, Insistence, Equity) (5pts. total)

Justification:

4)    a) How Packaged: (Describe the atmosphere & other methods used to present or “package” the product to the potential customer. How does this “packaging” support the product & brand? Remember that the packaging can be removed from the product and the product will stand alone, meaning it is fully functional and usable to fulfill the utility desired without the “packaging”. Thus, the packaging is NOT the exterior of the vehicle. Consider what surrounds the vehicle and presents it to potential consumers during the search process, prior to purchase.) (6pts.)

b) Packaging Purpose(s): (Note how these are fulfilled via the vehicle’s “packaging” described above)

1. Protection: (3pts.)

                        2. Labeling: (3pts.)

                        3. Assistance in marketing: (3pts.)

                        4. Cost-effectiveness (3pts.)

c) Appropriateness & consistency of the “packaging”: (List the three overall marketing objectives noted on the board each week & how the “packaging” discussed above is utilized to fulfill them – or fails to do so.)

                        1. (4pts.) TM expectations of the packaging & how it fulfills those expectations or not

                        2. (4pts.) Compare/contrast to competitors packaging

                        3. (4pts.) How does the packaging support the desired market position (price vs. perceived quality)?

Remember to cite your sources (in-text) and include a references page (MLA format)

Always write in 3rd person (no “I”, “we”, “us”, “you”, etc.)

Explanation / Answer

Answer 1

A) This is a B2C product which means business to consumer product. It is placed in this category because it is a product that is used by ultimate consumer after production.

B) It can be further classified under consumer product also. The four types of consumer products are convenient, shopping, durable and non-durable products.

Toyota rav4 le will fall in the category of durable products as these are products that are purchased for a long period of time and used many times by the user . For this type of product brand image, price variation, quality, features and services given after the sales are considered.

C) the five main attributes while comparing it with other vehicles will be:

Safety- it should have maximum number of airbags (6) placed in the car, it must have gone through the collision test successfully, must have ABS, tire pressure monitors, electronic stability control.

Performance- high mileage, high horsepower, high torque rating that will determine the top speed, strong engine features

Comfort - automatic transmission, rear glass disfoggers, more legroom, dashboard having maximum features.

Economical- price should be in the budget appropriate for buying an SUV model, fuel efficiency, fuel capacity

Style- attractive and dynamic body, new metallic colours, styling in interior and exterior car parts, all wheel drive.

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