Product Constellation Assignment
Below are the details for your Product Constellation assignment.
Overview
Product constellations are clusters of
complementary products, specific brands, and/or
consumption activities. They are usually centered
around a main purchase or major life stage event.
The purpose of this assignment two-fold. First, you
need to build a product constellation similar to the
sample on the next page. Second, you need to
devise a marketing communication
strategy/connection around the core components
of the constellation.
Instructions
• Identify the product for which you want to build your constellation.
• Use SmartArt in either Microsoft Word or PPT to map out your constellation.
• Notice that 1) you need identify the main (focal) product in the
constellation and place that product in the middle. Then label all the
complementary products/services that could be of use to the customer,
based on what you may already know about them, and 2) you need to
use arrows to specify the direction of the relationship between the focal
and complementary products/services.
• Where appropriate, create communication connections by indicating a
marketing message and method you would use to communicate to your
customer in that part of the constellation.
• Post your completed product constellation with the marketing
communications connections in the specified area on Canvas.
• Your final constellation should include a minimum of five
complementary products/services and a minimum of three marketing
communications connections.
