Mkt 571 Week 6

Powerful Essays
The learning team has decided to develop a product launch plan for the Apocalypse Now bar and Agent Orange mixed drink, with accompanying apparel, in both the Korean and Philippines markets. This product launch plan will address the product description, product positioning, targeting, market needs, market growth potential, a complete SWOT analysis, coverage of the competition, marketing strategy, pricing plan, marketing communications plan, distribution strategy, and a review of all the marketing research conducted. The product launch plan starts with a product description.
Product Description The products that the Apocalypse Now bar will be selling are the Agent Orange mixed drink and accompanying Apocalypse bar and Agent Orange mixed drink apparel. The Agent Orange mixed drink will consist of a proprietary list of several different ingredients and be served over ice in a mug. As an incentive for purchasing the Agent Orange mixed drink, customers will be given a souvenir shirt if they successfully finish the drink. The team decided to use a promotion to start to product launch because the successful “use of incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users. Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums. Sales promotions generally are unlikely to turn them into loyal users, although they may be induced to make some subsequent purchases.” (Kotler & Keller, 2007) As a result, the team decided that product positioning is critical to the success of the venture.
Product Positioning The team decided to position the Apocalypse Now bar, Agent Orange mixed drink and accompanying apparel as a high quality, customer responsive alternative to the competition. The team realized that “Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s

You May Also Find These Documents Helpful

  • Best Essays

    Mkt 571 Week 3

    • 2520 Words
    • 11 Pages

    Classic Airlines Marketing Solution Amy Salawu MKT/571 February 25, 2013 Kurt Dietrich Overview Classic Airlines put together a team to reduce overall costs by 15% and address several concerns including employee morale and customer retention. The team faces the challenge of convincing senior leadership to look beyond the bottom line becoming a customer focused organization. The team also faces the challenging of making changes without increasing costs, cutting salaries,…

    • 2520 Words
    • 11 Pages
    Best Essays
  • Good Essays

    MKT 571 Quizzes week 1 6

    • 2563 Words
    • 7 Pages

    Quiz Week 1 1 One of the most critical steps in the defining process of market research is defining the problem, the decision alternatives, and research objectives 2 Wabash Bank would like to understand if there is a relationship between the advertising or promotion it does and the number of new customers the bank gets each quarter. What type of research is this an example of? Casual 3 How does the market demand curve change (as a function of marketing expenditure) during recession?…

    • 2563 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    MKT 571

    • 1263 Words
    • 6 Pages

    MKT 571 FREE Final Exam Review with answer key I have been exactly where you are. Being so stressed out from Family, Work , Bills and other life issues. So I hope that these study guides really help you out. You can thank me at roguephoenix69 at facebook. 1. Another basis for decision-making is referred to as ethical practices ?? ethical dilemmas situational ethics correct ethics 2. New-to-the-world products are ________. existing products that are targeted to new geographical markets…

    • 1263 Words
    • 6 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Mkt 571 Week 1

    • 528 Words
    • 3 Pages

    Classic Airlines and Marketing Raul Huerta Mkt/571 February 22, 2011 Bill Gridley Classic Airlines and Marketing Classic Airlines is currently one of the top airline industries but have faced trying times and a decline in revenue and passenger activity. The company has a rewards program in place but obviously with a decrease in passengers the rewards program is not bringing in the type of profit anticipated. By using a macro-environmental change, a marketing research program, and developing…

    • 528 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    MKT 571 Week 3

    • 1689 Words
    • 5 Pages

    Segmentation and Target Market Assignment Stacie Okuda MKT 571 July 27, 2014 William Riecken Unilever Unilever is an international conglomerate consisting of over 400 brands in several different markets. From creating brands to mergers with other companies, Unilever is dominating many markets by offering thousands of products to different consumers. This research will discuss the history, market segmentation, and the target markets of Unilever. History In the 1890's, William Hesketh Lever created…

    • 1689 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Marketing Plan DECEMBER 10, 2014 MKT 571 The Product ROBO OP Surgeons Console Patient Side Cart Contains FlexWrist Imaging and Control Center Executive Summary  DTSF Headquartered in Dallas, Texas  Start-up company formed by surgeons and engineers  Product is ROBO OP a robotic system used for minimally      invasive surgery Minimally invasive surgery makes operations easier, faster, less scarring and shorter recovery time Market Leader is Intuitives da Vinci robotic system  Main…

    • 777 Words
    • 8 Pages
    Good Essays
  • Satisfactory Essays

    program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful? Demonstrate that the products will benefit both customers and the society in the long-term 6. What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities Profitability 7. Another basis for decision-making…

    • 921 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    MKT 571 Final Exam 6

    • 3243 Words
    • 17 Pages

    DOWNLOAD http://www.supportonlineexam.com/ MKT 571 Final Examination 1. When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by __________. a. value pricing b. the psychology of pricing c. the going-rates of competitors d. value augmented by perception e. an aggregated marketing plan for pricing 2. A common mistake in pricing is __________. a. setting prices according to demand b. revising prices too often…

    • 3243 Words
    • 17 Pages
    Satisfactory Essays
  • Good Essays

    mkt week 6

    • 399 Words
    • 2 Pages

    1. Do you agree with Virgin 's market diversification strategy? If so, what other markets should they pursue? If you disagree, what should be their business focus? Diversification is most commonly understood through the financial world, where one should have a diverse range of investments. Mixing funds that are countercyclical – the performance of certain funds is not correlated to the performance of others. Usually when one set of funds are down, the value of another set of funds is up. This…

    • 399 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    MKT 571 Week 1 Quiz 1 What data analysis type is being used here? When Sam thought about opening a foreign car repair shop in Phoenix, he researched all of the firms in the area before deciding on a location. He also analyzed their capabilities and found articles about many of them in terms of their capabilities, strengths, and weaknesses.     2 Secondary data Primary data Licensed information Tertiary information Marketing is considered both an art and a science. How do the 4Ps, or marketing…

    • 923 Words
    • 9 Pages
    Satisfactory Essays