Angela was hired by Peloton to formalize their positioning s…

Angela was hired by Peloton to formalize their positioning statement, and this is what she developed, “For time-strapped work-from-home fitness enthusiasts, Peloton is the only brand among all exercise equipment companies that makes you feel part of a community because of its online social platform, its live training classes with your peers, and its personal trainers that know you by name”. What best describes the type of benefit Peloton is offering here?

Dani’s dishwasher unexpectedly broke so she goes to Home Dep…

Dani’s dishwasher unexpectedly broke so she goes to Home Depot and tells the sales rep that she’s looking for a sleek, inexpensive, and most importantly dependable dishwasher. The sales rep tells her to focus her search on LG and Whirlpool dishwashers because of their design and dependability, but those are also the most expensive dishwashers. Dani asks about the Samsung dishwashers and the sales rep says they are not known for their dependability, but they are cheaper, and they are offering a five-year warranty on their product. Dani decides to buy the Samsung because it’s cheaper and she feels assured by the five-year warranty. What layer of product convinced Dani to buy the Samsung dishwasher?

David works for a market research firm who has tasked him wi…

David works for a market research firm who has tasked him with classifying consumer products. He’s currently evaluating a product that is fairly expensive, is sold at a large number of selective outlets, and is usually purchased infrequently. How should David categorize this consumer product?

Gabriella Grace, a designer doll company, became known for t…

Gabriella Grace, a designer doll company, became known for their Bella doll and it became known as an antique collector’s doll. However, the company wanted it to be known as an high-end everyday doll so they redesigned the packaging and communications to make it relate with that target customer. This is an example of what type of new product?