Marketing and Research Case Study
Maria is not sure on how best to make the product promotion effective. Most consumers express that their needs are already well satisfied by the products. For each product, the one unique use of the product makes it valuable. Most customers were already happy with them as they are. Therefore, adding more purposes to a given product might not add consumer value. Her senior wants to develop a multipurpose product. She noted that adding the purposes of a product might not increase consumer value, which is a key determinant of long-term sales of the product. However, she is not sure on how to go about this challenge. Therefore, her limited experience is being tested. The results of the trial will determine her ability to be promoted, which is an essential personal target.
Maria needs to know the current product’s performance and the consumers’ perspective about the products. She has already noted that most consumers are fine with one application for each product. She is also aware that changing a product brand will improve the sales count. However, out of these two data sets, she is concerned that consumers might buy products that they do not find value. She realized this fact when she joined research groups that were doing interviews in the form of discussions with regular consumers.
From Maria's perspective, two things are at stake here. The customer's product value is about to be ruined by adding undesired purposes to a product. Therefore, even though the product will have multiple purposes, it would not appeal to many consumers. Since the cost of production and the end market value will probably increase, the user might end up buying what they do not want. Since she does not favor this project, she can go straight up to Han and ask him to consider shelving the exercise. It can be postponed to a later date so that further research can be conducted.
On the other side, she has a career to develop. Her boss has made it clear that she will use this campaign as the promotion test. She has to pass, and impress Han, her superior. She might opt to protect and develop her career by going ahead with the campaigns. This option will mean that she will forgo the values of the consumers. She would promote goods based on lies. As a result of choosing this option, the business might adopt costlier production techniques which do not add value to the consumers. The whole project will lead to exploitation of consumers based on lies. It must be known that such a course will be against the code of ethics of practicing business (Payne and Pressley, 2012).
Maria ought to face Han and convince him of the dangers that lurk in developing the new product brand. Even though she is confronted with an ethical conflict, she has to favor the side that has the greatest effect. In this case, the vast number of …
