Four Products case study
Four Products Case
Question 1. Which of the four products are you most optimistic about in terms of likely success? Why?
Answer: I really like two ideas presented in the case: Stave Jigsaw Puzzle and Polytrack. Both are dealing with big money and luxury; while one is aimed to please, impress and entertain real “big wallets” owners, the other seems to be a real innovative breakthrough in equestrian sport.
Stave Puzzle attracts me with a perfect match of the target market – rich fine people who “relish the opportunity to spend great quantities of money and time on aggravation” – and the product technology and features – tiny hand-made mahogany pieces, full of creatively shaped, gorgeous and expensive looking. It differs from an average puzzle – it has its own technology, it requires creativity, quick wit and takes lots of time. The package is also special and exclusive – each puzzle is initiated, dated and packed in a handsome box with a handwritten clue inside. It feels special, it looks special – a piecework!
The best PR of a luxurious good is the customers, and Stave Puzzle does it perfectly. Such names as Gates, Bush, King and Queen Elizabeth II speak for themselves.
Right positioning at the right target market together with a right pricing policy and outstanding product features look very promising and I would definitely stake on the commercial success of this product.
As for Polytrack, there was only one mistake made in the very beginning but corrected quickly and without dramatic losses – wrong market choice. It was so logical to approach England first since this country is a motherland of equestrian sport, but the inventor apparently started from America where nobody was interested in his product. In other respects, I find Polytrack very successful and interesting: it makes sports safe and comfortable; it is easier to maintain because it requires less manpower and equipment and fewer materials; it holds up in the harsher weather (also much more
Question 1. Which of the four products are you most optimistic about in terms of likely success? Why?
Answer: I really like two ideas presented in the case: Stave Jigsaw Puzzle and Polytrack. Both are dealing with big money and luxury; while one is aimed to please, impress and entertain real “big wallets” owners, the other seems to be a real innovative breakthrough in equestrian sport.
Stave Puzzle attracts me with a perfect match of the target market – rich fine people who “relish the opportunity to spend great quantities of money and time on aggravation” – and the product technology and features – tiny hand-made mahogany pieces, full of creatively shaped, gorgeous and expensive looking. It differs from an average puzzle – it has its own technology, it requires creativity, quick wit and takes lots of time. The package is also special and exclusive – each puzzle is initiated, dated and packed in a handsome box with a handwritten clue inside. It feels special, it looks special – a piecework!
The best PR of a luxurious good is the customers, and Stave Puzzle does it perfectly. Such names as Gates, Bush, King and Queen Elizabeth II speak for themselves.
Right positioning at the right target market together with a right pricing policy and outstanding product features look very promising and I would definitely stake on the commercial success of this product.
As for Polytrack, there was only one mistake made in the very beginning but corrected quickly and without dramatic losses – wrong market choice. It was so logical to approach England first since this country is a motherland of equestrian sport, but the inventor apparently started from America where nobody was interested in his product. In other respects, I find Polytrack very successful and interesting: it makes sports safe and comfortable; it is easier to maintain because it requires less manpower and equipment and fewer materials; it holds up in the harsher weather (also much more