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Drive It Like Its Stolen

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Submitted By gagelane
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Week 3 Assignment
Write a 2-page paper (plus cover sheet and reference page) that addresses the pros and cons of each research method with respect to both a new product launch and a revised product launch. Explain why there are different research needs for a new product versus a re-launch. Select from the following products: a mp3 player, a magazine, or a vehicle.

Abstract
The new product launch phase is a critical part of the total new product development process. Done well, a launch helps a new product rapidly establish itself among its target users, gain market share and enhance the company's brand position. Done poorly, a launch can negate all the time, money and human capital that went into developing the new product if it fails to achieve commercial success. Marketing experts estimate that two-thirds of all new products fail within two years.
Many factors contribute to this high failure rate, including products that do not match customer needs or experience unforeseen competitive countermoves. In addition, each year it becomes more difficult to break through the noise generated by the thousands of existing products and line extensions.

Drive it Like you Stole It!
For this assignment I have chosen vehicles. Not just any vehicle. I have set my goals on one of the best marketed vehicles with the least amount of advertisements I know about. The Mustang Shelby!
When Ford decided it wanted to give a rebirth to one of the best muscle cars ever created it knew just coming out with an ad that said here we are come buy our updated versions, wasn’t going to sell people on what they have perceived as being the best. Ford stepped up to the plate and met the challenge by creating a game of challenges. They went to social media outlets and started advertising on them to see how much interest there was for this line of vehicles. They weren’t creating a new Shelby, they were looking to create a vehicle that held a great deal of the same attributes but was more affordable and still made you feel you were thundering along with 400 HP.
Starting a Facebook page was the first step. It was the fastest way to reach the largest audience with the least funding. In fact it was free. They created a program that was linked to the Facebook page that allowed users or fans are able to build from scratch their dream vehicles. They could customize every aspect right down to the color of the nobs on the radio. (The Customizer. 2013) In just weeks, 4.1 custom vehicles were created by over 2.5 million people looking to create the car of their dreams. But Ford didn’t stop there. For those that took the time to create their custom car they were able to engage in online battles against others just like them. They held votes for the best looking vehicle and marked them as celebrity vehicles, battling each week against the next best designed vehicle. The final four best designs would ultimately win their dream vehicle they designed. During this introduction sales jumped a staggering 18%.
Now Ford is looking to revise the product launch from years back by setting up the customizer to coincide with the 2015 Mustangs that will be hitting the road soon on social media platforms. (The BOSS. 2013)With a host of new features, such as bigger battle modes, smack talking, badges for achievements, and continued stats as well as once again, four lucky fans will win one of the four new vehicles that are being launched. Through questionnaires and current customer surveys, Ford learned that one of the reasons people chose Mustangs was because they felt they had a hand in customizing their own vehicles. It gave them a rare opportunity to create a meaningful experience with the product without having to get behind the wheel of the car. They are also able to share their creations within multiple platforms of social media or save them as wallpaper on their computers. And when they are ready to buy the model they design, it can be uploaded to Ford and created in the likeness they have created.
What Ford did to launch the original customizer was brilliant. They did very little marketing, used social media to do the work for them, and created an interactive program that cost just pennies. There was no down side in this initial launch. Sales rose 18% in just a few months, millions were logging in daily to create and battle their customized cars, and a few people got lucky and won a brand new version of what they made themselves. Fords ability to have an interactive program made customers stay engaged and word of mouth of the program drove people to visit the Facebook page and get on board. This boosted sales. In some cases like this one you can use the same launch to get the product out there a second or third time but it is very uncommon. Ford is the exception not the rule.
Phone surveys are one of the cheapest methods to spreading your product information but they are very time consuming. Most people do not want to spend a great deal of time on the phone and holding their attention is limited to less than three minutes. Group interviews or individual interviews are met with bias due to the opinion of the interviewers swaying them. Questionnaires are valuable but only 5 to 15% get returned and mass mailing can be expensive over time. Web based surveys would be the most popular since they are self-completed in their own time. (The Use of Multimedia. 2014) They can maintain advanced survey structure advantages of an interviewer administered survey while reducing the cost per respondent by lowering data collection cost. Internet technology provides researchers with tools that are not readily available in other methodologies. Multimedia presentations and other graphic elements can be incorporated into web surveys to test a respondent’s reaction to visual stimuli. Web surveys also provide researchers with more advanced question techniques that would normally be too tedious for an interviewer-based survey, such as maximum difference and discrete choice analyses. The lack of a interviewer sitting across from you in web surveys helps to moderate the respondent bias often found in interviewer-assisted surveys, as respondents are less likely to shy away from their true responses to avoid being rude.

Reference

Customizer-Build your own future. (2013). Retrieved April 17, 2014 http://www.ford.com/cars/mustang/customizer/ Building your own BOSS. (2013). Retrieved April 17, 2014 http://www.myfordmag.com/#/news The Use of Multimedia. (2014). Inc.com Retrieved April 18, 2014
http://www.inc.com/guides/multimedia-for-business-marketing.html

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