Marketing

Product and Distribution (or Place)

There are 2 parts to this Assignment:

Part 1 concerns New Product Development at GaGaís:

New products have a purpose in the marketplace, which is to maintain growth and profitability

and to replace outdated products in the marketplace. In this Assignment, you will learn how Jim

King and his wife decided to create the company GaGaís Inc. using the product Sherbetter, a

frozen desert product line. GaGaís quickly expanded the product line from just Lemon to several

other flavors as well as Sherbetter bars. In the video on how GaGaís Inc. engaged in the new

product development process, you will learn about the struggles of branding, line extensions,

and other aspects of marketing a new product in the frozen dessert market (Lamb et al., 2014).

Part 2 concerns Distribution or Place at New BalanceÆ Hubway:

New BalanceÆ Hubway is a bike sharing system in the Boston area that uses automated

stations to provide a bike service to people looking to go short distances. In this clip, New

Balance Hubway employees discuss how the retailing model works for Hubway, and how the

difference between brick and mortar and e-business models allowed them to succeed in the

Boston area. Execute the Assignment to demonstrate your understanding of the distribution

component of the marketing mix (Lamb et al., 2014).

For both parts you will:

1. Watch a video:

Part 1: ©GaGaís Inc.

Part 2: New BalanceÆ Hubway

2. Using research from Chapter 11 (Part 1) and Chapters 13 and 14 (Part 2) in your textbook,

answer the questions on GaGaís Inc. and Hubway in the 2 templates below:

Template 1

Template 2

Unit 8 Assignment:

Product and

Distribution

Percent

possible

Points

possible

Points

Ear

http://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/ch11.html

http://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/ch14.html

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