2. Product
A) What exactly is the product of service being offered? Think broadly in terms of the augmented product. What are the benefits being delivered to the customer? How can the benefits be enhanced to create value?
B) How important is brand name in the category? Is there a role for off-brands, private labels and generics? How much brand equity exists for any existing brands?
C) Where are products in the product life cycle? What are the implications of the current stage? Is there an opportunity to recycle the category?
D) How important are new products, currently and prospectively? Can existing products be cost-reduced without sacrificing other benefits, or repositioned by making relatively small modifications to product attributes?
E) How important is packaging? What role does packaging play in product use and brand communications?