Question
You have an existing product that will now be customizable (for an extra fee). Marketing estimates that this will increase sales by 50% in the
You have an existing product that will now be customizable (for an extra fee). Marketing estimates that this will increase sales by 50% in the near term and profit per unit (custom only) by 35%. This takes extra materials and 3 minutes to do (labor and small tools only). Your firm currently has an online presence and retail locations.
Should the firm:
o Offer online only
o Offer in retail stores only
o Offer both online and retail options
o Wildcard: Offer through another distribution channel/ model
(Which one? Why?) What are the pros and cons of the approach you chose? (Why or why not)
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Strategic Brand Management Building Measuring and Managing Brand Equity
Authors: Kevin Lane Keller
4th edition
9780273779414, 132664259, 273779419, 978-0132664257
