New Product Launch Part II Paper

Topics: Marketing, Luxury vehicle, Target market Pages: 5 (1719 words) Published: December 22, 2014


New Product Launch Marketing Plan, Part II
Kirkland Browne, Tameika Mclean, Dana Cannon,
Philippe Biboum, Johanna Gutierrez, Kevin Mobley
MKT/571
August Fourth, 2014
Dr. Catherine Burr
New Product Launch Marketing Plan, Part II
Audi LED headlights
Audi is a top of the line luxury car manufacturing company who plans to achieve goals and provide consumers with one of kind products. Audi has decided to create a new LED head light with spot detection capabilities to assist with consumer safety while driving in the city, as well as down country roads. Audi has assessed the need for their new product and has found that the new LED headlights with spot detection would be great for the consumer as well as the company sales. Through past research by Audis team we have found that several accidents within the United stated States occurred due to poor head lights or blinding head lights. Though Audis current venture is geared towards consumer’s with families who travel at least 100 miles a week, their game plan is to incorporate this light into all vehicles. We will address the areas of target population, product position against the competitions, as well as each stage of the product life cycle and our expansion of product offerings. Audi focuses on people (Idea Connection, 2014). This new innovation of LED head lights will do just that; focus on people. Audi will utilize the family and let them be the guide behind the quality and performance of this new offering (Idea Connection, 2014). Target market profile

At Audi, we came up with this new headlight technology that is designed to make night driving safer. The target market for our product is composed of couples with children under the age of 15. Among these families, the focus will be on those who drive SUVs’, Minivans and Sedans. The target audience will be based around those parents who drive their kids to extracurricular activities like piano lessons or soccer, and who live either deep in the country or outside of the city. One submarket will be those who live within the city and like to travel outside the city. These headlights are best suited for people who drive over 100 miles a day. In terms of income, we will target individuals with a college degree who make more than one hundred thousand dollars per year. Our product will also aim at corporations who offer company vehicle for their senior executives. Key buying behaviors

Three factors influence consumers buying behaviors, those factors are cultural, social and personal (Kotler & Keller, 2012). In terms of culture, individuals during the course of their life will be influenced by family, friends, neighbors, and others. Our consumers are individuals whose family members are accustomed to luxury cars, preferably Audis’. Cultural factors influencing buying behavior in terms of culture are also social classes. Our consumers will be individuals belonging to the upper class of society. For these individuals owning a luxury car with the latest technology is a statement. On the social level of consumers buying behaviors, our target market will be influenced by factors such as reference groups, family, and social roles and statuses (Kotler & Keller, 2012). Our consumers will be influenced by family members, for instance a mother will most likely want her children to ride safely in a minivan, or SUV. A businessman will buy an Audi sedan because it is a luxury car and it tell others what social class he belongs to. Our target consumers are influenced by membership groups. One example is an individual who buys a luxury car to blend in with others in hos social circle who also own luxury cars. “Personal characteristics that influence a buyer’s decision include age and stage in the life cycle, occupation and economic circumstances, personality and self- concept, and lifestyle and values.” (Kotler &Keller, 2012, p.155). Our consumers will be men and women, 30 years old or older. The target customers are also...

References: Retrieved August 2, 2014 from http://www.audileds.com/
Idea connection (2014)
http://www.ideaconnection.com/open-innovation-success/Audi-Looks-to-the-Future-of-Car-Production-00392.html Retrieved August 1, 2014
Kotler, P., & Keller, K
Models. Retrieved August 2, 2014 from http://www.audiusa.com/models#
Novak, T
Rao, V. R. (2014). Applications for Product Positioning and Market Segmentation. In Applied Conjoint Analysis (pp. 275-290). Springer Berlin Heidelberg.
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