product, price, place and promotion of Allbirds shoes.
1. Product:
a. Evaluate the company’s branding elements (e.g., name, logo, jingle) and explain what brand image the company is trying to create with those elements. Make sure you evaluate the brand name using the criteria discussed in Ch.7.
b. Evaluate the company’s brand equity in four dimensions: differentiation, relevance, knowledge and esteem.
c. Describe how the company’s product strategy supports its positioning statement. Explain how the product strategy is or is not effective.
2. Price
a. Identify the price strategy of Allbirds (cost-based, competitor-based, or value-based). Justify your answer.
b. Identify the prices of the company’s main products.
c. Describe how the company’s price strategy supports its positioning statement. Explain how the price strategy is or is not effective.
3. Place:
a. Investigate and evaluate the supply chain of Allbirds.
b. Determine the company’s distribution intensity (intensive, selective, or exclusive). Justify your answer.
c. Identify where its products are available to customers.
d. Describe how the company’s place strategy supports its positioning statement. Explain how the place strategy is or is not effective.
4. Promotion:
a. Identify all the promotional tools Allbirds uses to promote its products (e.g., advertising, sales promotion) and provide examples for each tool.
b. Evaluate the company’s integrated marketing communications (IMC). Does the IMC offer a clear, consistent, and compelling message?
c. Identify the company’s current advertising objective (inform, persuade, or remind) and evaluate whether it is effective.
d. Describe how the company’s promotion strategy supports its positioning statement. Explain how the promotion strategy is or is not effective.
