Univesity
2.
The core product, or product benefit, is freedom to explore uninhibited, and information regardless of location. What is excellent about the product, or the key feature of the core product, is the ability to use the device anywhere in the country, and receive the same benefit, with regard to provision of tourist information. The actual product is the Kiwi traveler, a speaker, dash-mount device that connects to the GPS in order to provide travel advice and tourist information for a traveler’s current location in real time. The augmented product includes special coupon offers from local retailers, or the ability to program specific interests for more targeted tourist information to be provided, based on the settings selected by the user.
There is strong evidence that GPS is not always correct in the New Zealand countryside(Travel Advisor, 2016). It takes cars down closed roads, and otherwise off track in areas where signal is unreliable (Jarvis, 2014). As such it is recommended that the product be upgraded, or altered, to provide offline maps, and access to directions that can be viewed offline, as well as the option to enter in a town name, and street address, in order to gain information, in addition to automatically responding to GPS. This not only provides a strong offline option for moments when GPS is unavailable or inaccurate, but will also allow users to plan certain legs of their trip in advance and strategically select destinations of interest.
3. The Kiwi Traveler will be the brand name. This is appropriate because it both signifies the country, but also describes the physical design and use of the product. The brand position will be based on New Zealand travelers seeking independence and spontaneity, but who also actively seek tour services. The brand promise is to deliver relevant, interesting, local tourist options every time. The brand personality will be fun, and contain traits that make it both easily recognizable and memorable. This will be aided by the Kiwi shape of the device, among other factors.
References:
Jarvis, S. (2014). GPS leads driver to take wrong road to Mt. Cook. New Zealand Stuff. Retrieved from http://www.stuff.co.nz/national/63145375/GPS-leads-driver-to-take-wrong-road-to-Mt-Cook
Trip Advisor (2016). Beware the GPS. New Zealand Travel. Retrieved from https://www.tripadvisor.com/ShowTopic-g255104-i125-k7939121-Beware_the_GPS-New_Zealand.html
