You read about branding and product strategy. Now you will apply some of what you learned to address the product strategy, including the packaging (part of the product attributes) of the new warming gloves with heat sensors that the ASG company wants to launch in its apparel line. You previously created part of a marketing research plan for this product. The results showed that this would probably be a successful product based on the results of your research and the tested prototype. Now your boss wants you to present your ideas regarding the following:
What product strategy would you use based on the competition? Explain.
Describe the kind of packaging the gloves should have. What about the heat sensors? Remember this company’s branding, mission, and objectives.
If you were to enter the Indian market with this product, how would the product attributes and packaging need to change, and why?
The marketing director described the product previously as: gloves that
have sensors that automatically warm to the body’s temperature and can be
adjusted for additional heat for skiers and snowboarders, etc., at
approximately $20 per pair. They are rechargeable after 6 hours of use.
