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Marketing Mix: Product Focus

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Marketing Mix: Product Focus

Aotearoa startup Koru Cup is planning a reusable drink bottle for secondary students. Work through the brief and activities as if you are part of its product team. Use evidence from the brief when explaining your choices.

The Koru Cup brief

Koru Cup wants to make a reusable bottle for students who carry water to school, sport and weekend activities. Its draft bottle holds 750 mL, is made from durable stainless steel, has a leak-resistant lid and fits in a standard backpack side pocket. A loop on the lid makes it easy to carry. The bottle is designed to last for years, and the company plans to offer replacement lids. The team is considering a repair service and packaging made from recycled cardboard. Its main challenge is to make a product students value while avoiding unnecessary features and waste.

Explore the product

In marketing, a product can be a good, a service or a combination of both. Product decisions include its features, quality, design, branding, packaging and the extra support offered to customers.

1.Which option best describes the product Koru Cup is developing?

A physical good only, because no service is mentioned
A physical good that could be supported by services such as repairs
A service only, because it helps students stay hydrated
A type of advertising rather than a product

2.Match each product decision with the correct example from the brief.

A. Feature
B. Quality or durability
C. Packaging
D. After-sales support

3. Designed to last for years
1. Recycled cardboard packaging
2. The bottle holds 750 mL
4. Replacement lids or a repair service

3.Select the two details that are most directly designed to make the bottle convenient for students to carry.

It is made from stainless steel and is designed to last for years
It fits a backpack side pocket and has a carry loop
It may come in recycled cardboard packaging and have replacement lids
It holds 750 mL and may have a repair service

4.Explain one customer benefit of the leak-resistant lid. Make clear how the feature could help someone using the bottle.

5.Koru Cup is considering a repair service. Give one way this could add value for customers and one possible challenge for the business.

6.A student says, “The bottle is sustainable because it is reusable.” Explain why this claim alone may not be enough to show the product is sustainable.

7.Choose one feature in the brief that could matter most to a student who plays sport after school. Explain your choice using a likely need of that customer.

8.Suggest one improvement to the bottle’s product design for the student market. Name the customer need your idea addresses.

9.Write a short product description for Koru Cup (2–3 sentences). Include one feature, the benefit it provides, and one point of difference from a basic drink bottle.

Your product pitch

Sketch an improved version of Koru Cup or a different reusable bottle designed for a specific student customer. Label at least three features. Beside each label, note the customer benefit it is intended to provide.

Add a short customer profile and explain which feature you think would persuade that customer most.