New Product Marketing Plan

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  • Topic: Laundry, Washing machine, Clothes dryer
  • Pages : 18 (4254 words )
  • Download(s) : 375
  • Published : August 18, 2010
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SYNERGY
3-in-1 Laundry System Marketing Plan
Laundry is no longer a chore with DIVA! Synergy

TABLE OF CONTENTS 1.0 2.0 EXECUTIVE SUMMARY ……………………………………………………… Pg 3 SITUATION ANALYSIS ………………………………………………………...Pg 3 2.1 3.0 4.0 Target Market ………………………………………………………………Pg 4

NEW PRODUCT INTRODUCTION ……………………………………………Pg 5 SWOT ANALYSIS ……………………………………………………………......Pg 6 4.1 4.2 4.3 4.4 Strengths ………………………………………………………………….. Pg 6 Weaknesses ……………………………………………………………….. Pg 7 Opportunities ……………………………………………………………… Pg 7 Threats …………………………………………………………………….. Pg 8

5.0 6.0

MARKETING OBJECTIVE …………………………………………………….Pg 8 FOUR P’s ………………………………………………………………………….Pg 9 6.1 6.2 6.3 6.4 Place ………………………………………………………………………. Pg 9 Promotion ………………………………………………………………… Pg 10 Price ………………………………………………………………………. Pg 13 Product ……………………………………………………………………. Pg 13

7.0 8.0

PRODUCT LAUNCH …………………………………………….………………Pg 14 DEFERRING INTEGRATED MARKETING MIX OVER PRODUCT LIFE CYCLE …………………………………………………………………………… Pg 16 CONCLUSION …………………………………………………………………… Pg 18 REFERENCES …………………………………………………………………… Pg 25 DIVA @HOME………………………………………………………... Pg 19 NEW PRODUCT IDEAS AND DEVELOPMENT PHASE: COMBINATION OF CLOTHES WASHING, DRYING AND IRONING PROCESS …………………………………………………………….. .Pg 20 LOGO FOR DIVA! SYNERGY 3-IN-1 LAUNDRY SYSTEM……..Pg 24

9.0 10.0

APPENDIX A APPENDIX B

APPENDIX C

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1.0

EXECUTIVE SUMMARY This marketing plan forms the basis for the introduction of an innovative new product called DIVA! Synergy (DS). This new product is an integration of washing, drying and ironing into one laundry system, leading the front end of technology. The goal of DS is to harmonize technology and human needs, striving to make life easier and more enjoyable by integrating DS into consumers’ busy lifestyle and home decoration so that consumers can be DIVA and DIVO themselves with fewer chores. DS provides consumers with high end quality wash, dry and iron that they want. Laundry is no longer a chore with DIVA! Synergy.

2.0

SITUATION ANALYSIS With newer, busier and faster-paced lifestyles, hand washing clothes have become such impracticality. The demand for better, faster, more convenient and can do more than just washing clothes laundry machines have become very important these days. Choosing an efficient washing machine has become a necessity. Statistic shows that 94.7% of Singapore households own a washing machine. The closest substitute for DS will be the steam washer and dryer combination only from: a. LG – Steam Washer Dryer $2,999

b. Whirlpool – Duet Steam Washer $1,066 c. Samsung – Airwash Washer Dryer $2,699

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2.1

TARGET MARKET

The primary target market for DS is single professionals living away from parents and the secondary target market is working mothers with no domestic helpers. Both aged between 25 years old and 40 years old. Target Audience Profile Primary Single Professionals • • • • • • • • • • • • • • Age: 25 to 40 Both male and female Living away from parents Degree holder 10.6% of Singapore population (512,800) Active lifestyle • Enjoy life Trend setter Stylish Savvy Confident Annual income of $52,000 p.a. Believe in product quality and conveniences Hold quality in higher esteem than price • • • • • • • • Secondary Working Mothers Age: 25 to 40 No domestic helper 1 child Tertiary education Come from small family nucleus Active lifestyle Combine annual household income of $70,000 p.a. Confident 216,455 working mothers in the workforce

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3.0

NEW PRODUCT INTRODUCTION DIVA! Synergy will bring forth an entirely unique laundry experience to consumers packed with superior functionality, style and advance technology in a laundry system. Consumer is able to experience Eco wash, a perfect result with less energy consumption. An integrated washer dryer ironer is a huge space saver. DS combines washer, dryer and ironer into one machine, which removes the amount of clunky appliances needed in the house. This allows more...
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