Product Constellation Assignment   Below are the details for your Product Constellation assignment.   Overview   Product constellations are clusters of

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.  

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