1.0 Executive Summary
The 4P’s of a product are product, promotion, price, and place. A product plays an important role in 4P’s. By allowing the consumer to purchase a product easily, it must be a convenience good and consumer good. A product packaging, branding, labeling, and servicing are one of the key points for an organization to affect consumer buying decision. In the competitive market, if a product was displaying on retail shelve; failed to attract consumer attention, the organization will probably suffer for a low sales. Furthermore, product distribution is one of the major issues to distribute a product to certain selling places. In order for an organization to operate a low cost budget and meet their target market needs and wants, a direct channel such as, online selling and own retail shop are the most effective distribution channels. This channel can resolve conflict between producers and consumers.
2.0 Situation Analysis
2.1 Current Product
Susan Boyle has three product lines. The first product line of her will be Susan Boyle’s CD album, second product is a book writing about Susan Boyle, and the last one will be a DVD showing Susan Boyle’s interesting experiences (Susan Boyle Fan Club 2009). The core benefits of Susan Boyle’s album are the songs that sang by her to touch the audience heart and make them feel relax. The title of Susan Boyle’s album is “I Dream a Dream”, with high quality CD in a CD case with ordinary packaging and labeling. The augmented benefits of Susan Boyle’s CD are her impressive singing style plus her pictures. Besides that, the core benefits of Susan Boyle’s DVD are her own real life experiences that can let more people around the world get to understand and know about her more. The title of the DVD is using a strong words “From Pain to Fame” with high quality video to attract consumer’s attention. Another point to attract the consumer to purchase this DVD is the DVD contained Susan Boyle’s untold stories. The producer...