Company G: 3-Year Marketing Plan

Topics: Marketing, Product management, Management Pages: 8 (2539 words) Published: November 2, 2012
Introduction
Company G is a major player in the electronics market. We have an excellent reputation for being a ground-breaking company that provides high-quality, highly reliable products that are reasonably priced. Our consumers take pride in the items that they purchase with the Company G name on them. Our small appliance line fits well into our electronics family and will be just as pleasing to our customers as our other products. The G100 Iron/Garment Steamer introduced in this marketing plan will offers unique features that that will appeal to customers and potential customers as well. Mission Statement

“We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” The Product
The G100 has features found pricier products of this type as well as features that are rare or totally unique to this product. Features include the following: 7 foot steam hose that is convenient for steaming hanging drapes and curtains. Fully retractable jam proof swivel cord which stays out of the way during use and makes storage easy and the swivel cord is less likely to crinkle or twist. This is a feature that makes the iron more attractive to customers Clear removable water tank The water tank is clear so that the user can see the water level. It can be removed to make filling easier and eliminates the mess and safety issues associated with pouring water directly into the tank however, this still can be done if the iron is in use when more water is needed. This feature is not found on many appliances of this type. Titanium soleplate with holes at tip. Titanium heats quicker and evenly while the extra holes provide steam in hard to reach areas where it is needed. Consumers want to get their ironing done as quickly and thoroughly as possible. An iron that heats quickly provides the speed that consumers would want, especially for those who iron in the morning before they go off to work. Programmable automatic shutoff and skin sensor. Can be programmed to automatically shutoff after various time lengths of inactivity at the users discretion or if iron falls or sits on soleplate without human touch. This feature is unique to our product in that it is programmable. Nozzle attachment for use on items made of delicate materials and also for steaming drapes . With most iron/steamers the user must use the iron itself which is presents a problem due to weight when steaming drapes and curtains that are hanging. A nozzle attachment alleviates this issue. Programmable automatic self cleaning feature. This feature allows the user to program the iron to self clean on its own without having to hold down a button. Automatically shuts off after cleaning. This is another unique convenience feature that only our iron provides. Programmable steam controller While many irons do not produce steam when set at low temperatures, this feature allows the user to set the manner in which the steam is ejected during low temperatures as well as high. It can also be set to provide continuous steam or manually controlled bursts of steam. Consumer Product Classification

The G100 is a specialty product that also fits into the shopping product category. An iron/garment steamer is a product that consumers will do their research to compare product features and prices before making a purchase. Target Market

There are two target markets in which the G100 would be an excellent product. The first target market would be households with at least one parent working at the executive level and an income starting at $60,000. The convenience would be appealing.

The second target market would be firms that are in the garment industry such as fashion designer houses, tailors, fashion stylists and all others that will value such an item. Competitive Situation Analysis

Analysis of Competition using Porter’s 5 Forces Model

Competitive Rivalry There...
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