Please answer the following questions:

a)According to you, is the company selling a product or a service? Explain.

b) Marketing managers need to think about products and services on three levels -

core customer value, actual Product, and augmented product. The mini-case clearly describes the actual product being offered by the company. According to you, what is the "core customer value" being offered by the company? Explain .

c) In order to enhance the customer experience, what kind of augmented product benefits or services should the plan offer? Give two specific suggestions. Explain how these augmented benefits will enhance the consumer's experience. Your suggestions should be tailored for the kind of product Winkiwoo is offering.

d) Explain where this venture is on the product life cycle (PLC), as compared to where their traditional printing business would be on the PLC.

e) Do you see this business venture as having long-term viability or do you think it is probably a fad? Why?

A company from regional Australia (called Winkiwoo) has experienced tremendous success with their innovative Facebook photo books product. Surprisingly, the new-to- the-world product, has already reached 80,000 in sales to customers in over 80 countries in 2011. Basically, the product allows consumers to utilize the photos they have put on Facebook to produce a tailored and attractive physical book. Customers using the service simply install the Winkiwoo Facebook application and then select which of their Facebook photos they want to include in the book and place the order online. The book is then printed and sent back to the customer. The firm saw an unmet market need and developed a new-to-the-world product solution. According to the general manager of its innovation division, Brendon Watson, "with digital photos, more photos are being taken than ever but (in ratio) less photos are being printed than ever ... until now there wasn't a way to take your memories from Facebook and put them in a nicely presented photo product. It allows the customer to create and physically touch their memories rather than just having them sitting on the Facebook servers forever." The product would have great appeal to regular Facebook users and i the gift market. Winkiwoo, is a division of Eastmon, which is a company used to run a chain of stores specializing in developing film photographs - an industry that has all but died out along with analog film technology. Over the last several years it has shut down all of these stores and the company is now the largest printer of digital photos in Australia. When a consumer orders a digital print or photo book from a leading retailer in Australia (such as, Harvey Norman, Bing Lee, Dick Simth, Big W, Camera House or Snapfish), it is likely that it is printed by Eastmon