Assuming you are the Senior Product Manager of a company that has successfully served 35 percent of the Malaysian market for the past 15 years inconsumers' processed food industry. The competition gets more intense as there are high numbers of local new entrants joining the industry plus numbers of global players have expanded their business in our local market. Your team decides to adopt a sustaining innovation strategy, in which your company consistently provides the highest quality products to your best customers segment. The new assignment is given to your team to create innovative products.

The marketing research team have conducted research and they found that there is a shift of consumers' preferencesdue to change of lifestyleplus some percentage increase of disposable income. The best segment to target is theyoung adult who are financially affluent andmore conscious of health and look. This segment of consumers are more careful on their food intake and vigilant towards processed food.

Based on the above scenario, your team is required to design innovative products that meet those preferences. Provide a product idea, analyses of product mapping (innovation attributes against the product level analyses) and followed by the GTM (go to market plan).

1. Develop product idea and product mapping (innovation attributes against the product level) analyses.

Product Levels Core This refers to the basic product. Here, the focus is on Product the purpose for which the product is intended. Generic Product This represents all the qualities of the product. Expected This refers to all the benefits consumers expects to get Product when they purchase a product. Augmented This refers to all the additional factors which set the Product product apart from competition, that is, its brand identity and image. Potential This refers to the augmentations and transformations Product that the product may undergo in the future. M MARKETING 91 Marketing Mix - Product 3