New Product Launch
New Product Launch Marketing Plan, Part II
New Product Launch Marketing Plan, Part II
Digital Display Corporation (DDC) is launching an innovative product that will display caller identification of cellular phone calls in the automobile windshield. DDC is in the process of performing a market segmentation of potential consumers of the product. The organization must understand decision motivators and buying behaviors of customers. DDC will develop a tactical plan to manage each stage of the PLC and provide the product mix including features and benefits, branding, and core competencies of the product. DDC will also define a position statement for the product and provide supporting information for the positioning strategy.
Target Market Profiles, Key Buying Behaviors, and Decision Motivators DDC will primarily target automobile manufacturers. A secondary target market will be automotive part stores. The target markets require business-to-business marketing techniques. “The most important characteristics of business-to-business marketing are 1) building relationships, 2) candid technical interactions, 3) intensive commercial negotiations, and 4) close attention to after-sale services” (Gale, 2007, p. 147). DDC will place emphasis on the fact that consumers are becoming more safety conscious when purchasing automobiles. “Every model year brings new challenges to automobile manufacturers and their suppliers. Consumer demands are constantly moving targets, and advancing safety regulations are always on the horizon. The product developer who can simplify the process and get to market quicker is going to have the advantage” (Melear, 2005, p. 18). The primary buying behavior and decision motivator for consumers is safety. Automobile manufacturers are installing innovative safety features into their product to create a core competency and gain a competitive advantage.
Product Mix The product is going to be offered with a built in steering wheel
New Product Launch Marketing Plan, Part II
Digital Display Corporation (DDC) is launching an innovative product that will display caller identification of cellular phone calls in the automobile windshield. DDC is in the process of performing a market segmentation of potential consumers of the product. The organization must understand decision motivators and buying behaviors of customers. DDC will develop a tactical plan to manage each stage of the PLC and provide the product mix including features and benefits, branding, and core competencies of the product. DDC will also define a position statement for the product and provide supporting information for the positioning strategy.
Target Market Profiles, Key Buying Behaviors, and Decision Motivators DDC will primarily target automobile manufacturers. A secondary target market will be automotive part stores. The target markets require business-to-business marketing techniques. “The most important characteristics of business-to-business marketing are 1) building relationships, 2) candid technical interactions, 3) intensive commercial negotiations, and 4) close attention to after-sale services” (Gale, 2007, p. 147). DDC will place emphasis on the fact that consumers are becoming more safety conscious when purchasing automobiles. “Every model year brings new challenges to automobile manufacturers and their suppliers. Consumer demands are constantly moving targets, and advancing safety regulations are always on the horizon. The product developer who can simplify the process and get to market quicker is going to have the advantage” (Melear, 2005, p. 18). The primary buying behavior and decision motivator for consumers is safety. Automobile manufacturers are installing innovative safety features into their product to create a core competency and gain a competitive advantage.
Product Mix The product is going to be offered with a built in steering wheel