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    Marketing Week 6 Questions

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    Lily Pfitzner
    The document discusses 2XU, an Australian sportswear brand known for compression garments. In 2019, 2XU launched its first shoe called the "2XU-Run", designed for long-distance marathon runners. The summary explains: 1) 2XU was founded in the 2000s and is now a multinational corporation making sports apparel. 2) In 2019, 2XU launched its first shoe, the "2XU-Run", designed for marathon runners using lightweight foam technology. 3) The document asks to describe the product life cycle stages the "2XU-Run" may go through and how 2XU's marketing objectives and promotion would change at

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    Marketing Week 6 Questions

    Uploaded by

    Lily Pfitzner
    27 views3 pages
    The document discusses 2XU, an Australian sportswear brand known for compression garments. In 2019, 2XU launched its first shoe called the "2XU-Run", designed for long-distance marathon runners. The summary explains: 1) 2XU was founded in the 2000s and is now a multinational corporation making sports apparel. 2) In 2019, 2XU launched its first shoe, the "2XU-Run", designed for marathon runners using lightweight foam technology. 3) The document asks to describe the product life cycle stages the "2XU-Run" may go through and how 2XU's marketing objectives and promotion would change at

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    The document discusses 2XU, an Australian sportswear brand known for compression garments. In 2019, 2XU launched its first shoe called the "2XU-Run", designed for long-distance marathon runners. The summary explains: 1) 2XU was founded in the 2000s and is now a multinational corporation making sports apparel. 2) In 2019, 2XU launched its first shoe, the "2XU-Run", designed for marathon runners using lightweight foam technology. 3) The document asks to describe the product life cycle stages the "2XU-Run" may go through and how 2XU's marketing objectives and promotion would change at

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    27 views3 pages

    Marketing Week 6 Questions

    Uploaded by

    Lily Pfitzner
    The document discusses 2XU, an Australian sportswear brand known for compression garments. In 2019, 2XU launched its first shoe called the "2XU-Run", designed for long-distance marathon runners. The summary explains: 1) 2XU was founded in the 2000s and is now a multinational corporation making sports apparel. 2) In 2019, 2XU launched its first shoe, the "2XU-Run", designed for marathon runners using lightweight foam technology. 3) The document asks to describe the product life cycle stages the "2XU-Run" may go through and how 2XU's marketing objectives and promotion would change at

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    INTRODUCTION TO MARKETING

    MANAGING PRODUCTS

    PRACTICE SHORT ANSWER QUESTION

    Using two recent purchases of products as examples, explain the type of consumer product that you
    purchased, and describe the associated 4 P’s (product, place, price, and promotion) associated, using
    examples where possible.

    Lunch – convenience product


    - Product: sushi
    - Place: rundle mall (also have other locations)
    - Price: approx. 3.20 per roll
    - Promotion: shop signs

    Necklace – unsought product (I didn’t know of it before I looked in the little market shop and I wasn’t
    looking for a new necklace)
    - Product: gold necklace
    - Place: gillies at the ground
    - Price: $85
    - Promotion:

    INTRODUCTION TO MARKETING
    MANAGING PRODUCTS

    PRACTICE LONG ANSWER QUESTION

    In 2003, former triathlete Jamie Hunt approached Clyde Davenport, an underwear entrepreneur,
    about creating a new high performance sportswear brand. A few years later, the brand “2XU” was
    born and is now a multinational corporation known for the design of sporting apparel including
    compression garments, triathlon, running and general fitness wear. In January 2019, the company
    decided to move on from only selling apparel (clothing), and have introduced a new product; shoes
    specifically designed for long-distance marathon runners called the “2XU-Run”. The “2XU-Run”
    shoes are the first in the world to integrate lightweight foam, which is scientifically proven to enhance
    long-distance running comfort and performance. 

    What is the Product Life Cycle (PLC)? Describe the various stages of the Product Life Cycle (PLC)
    that the “2XU-Run” shoes may go through. Explain how 2XU’s marketing objectives and
    promotion actions for this product would change throughout each stage of the Product Life Cycle
    (PLC).

    NOTES WEEK 7 TUT – PRODUCT


    - Group assignment talk about product first
    - A product is the offering from a producer or everything that both favourable or unfavourable
    a person receives in an exchange (good or service)

    - 3 layers of a product, what are these, what do these mean


    - Core, actual, augmented (TPC)
    - MODI BODI
    Core product
    - Give women sustainable period products and educate/normalise period conversations
    - Convenience, comfort, end period poverty, education, empowerment
    Actual product
    - Underwear (different styles): kids, pregnancy, teen, women, men
    - Packaging
    - Swimwear
    - Quality level: create new fabric technology, natural fabrics and breathable new tech blends
    (bamboo, merino perform wool and microfibre)
    - What is/isn’t working
    Augmented product
    - Donate to charity
    - 60 day risk free trial (store credit or refund)
    - Student discount
    - Express delivery
    - Supporting Australian brands
    (wouldn’t include the 3 layers of a product if they are doing it all perfectly – choose theories that we
    can analysis and give recommendations)

    - Types of products
    - Will have implications for the price, promotion and distribution
    - Briefly state which type of product they are (to include the theory) – convenience, shopping,
    specialty, unsought
    - MODI BODI = Shopping

    - Packing
    - 4 different functions: containing and protecting, promoting, facilitating storage use and
    convenience (what packaging makes sense for the use of the product eg. toilet paper in round
    paper packaging because it is put on a toilet holder, wouldn’t make sense to put it in a square
    box), facilitating recycling
    - 3 different benefits: communication (info on labels, legal requirements should be sound so
    won’t find recommendations), functional (storage, protection, convenience), perceptual
    (packing used to create perceptions in consumers mind, should be inline with brand image
    lots of room for recommendations here)
    - MODI BODI
    Communication
    - Instructions of how to recycle it
    - Name of the type of product/ style
    - Size
    - Colour
    - Absorbency level
    - Brand logo and slogan
    - Washing instructions
    - Where it is made
    - Fabric ingredients
    Functional
    - Storage (correct size package for order)
    - Protection (because of sustainable aspect, its not as postal damage proof, could get ripped,
    wet)
    - Convenience (easy to recycle, easy to open, light weight)
    - Compostable packaging
    Perceptual
    - Slogan is used to create image in customers mind ‘better support, better protection, better life’
    - Soft colours, like their underwear
    - Textual feel
    - (recommendation – find a way to make sustainable packing still look fun)

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