GRACE JERK CHICKEN WINGS

Grace Kennedy has expanded retail space and launched a new product in themarket. The product, which is available in three varieties hot, mild and honey jerk forms part of the national expansion of the Grace brand. As proud sponsors of the Grace Jerk Festival, Grace continues to build the Grace brand as the authority on jerk, and promote jerk, Don Wheby, the CEO added.

Grace Jerk is now available nationally and commands over 50 per cent market share, Wehby added. The conglomerate has set up a manufacturing facility in Denbigh, Clarendon, to facilitate its diversification into value-added jerked products for the market. The facility became operational in March.

Adapted from the Jamaica Gleaner Friday | July 12, 2019

Companies such as GraceKennedy go through a number of steps before introducing new products such as the Grace Chicken Wings in a market. Briefly describe the steps in the new product development process. (10 marks)

The case identifies one (1) marketing tool that GraceKennedy utilized in promoting its new product. Making reference to the case, identify this marketing tool. (2 marks)

Using an illustrated concept of the product life cycle (PLC), explain at least three (3) other promotional tools that companies use to market their products or services. (18 marks)