...Statement: 1) Launch the Product or wait for in-house manufacturing Problem Statement: 1) Launch the Product or wait for in-house manufacturing * Competitive Pricing - Price of imported ‘Child & Me’ will be less than the competitors even if we launch now * High growth Market -CAGR 15% of nutritional drink segment * High Loyalty- Mothers do not want to try new products which are related to child’s health * Early Mover advantage- Only 2 brands at present * Competitive Pricing - Price of imported ‘Child & Me’ will be less than the competitors even if we launch now * High growth Market -CAGR 15% of nutritional drink segment * High Loyalty- Mothers do not want to try new products which are related to child’s health * Early Mover advantage- Only 2 brands at present Why Launch now Why Launch now * Higher Profit Margin due to reduction in manufacturing cost * Reduced Lead time ; Better Forecasting ; Lower Inventory * Higher Profit Margin due to reduction in manufacturing cost * Reduced Lead time ; Better Forecasting ; Lower Inventory Cheaper than competitors even if imported with 50% margin Cheaper than competitors even if imported with 50% margin * As ‘Launch now‘ has greater benefits than ‘Wait for in-house Mfg’ * Thus, Launch the Product Now and build In-house Mfg. Capability parallely * As ‘Launch now‘ has greater benefits than ‘Wait for in-house Mfg’ * Thus, Launch the Product Now and build...
Words: 562 - Pages: 3
...an International Marketing assignment where he spent a couple of years. He returned to India in early 2002 and was the Head of Marketing and subsequently became Head Sales and Marketing. He became the Managing Director three years ago and is among the youngest Managing Directors in the country running a company with a turnover of 1200 Crores. During his stint as a Managing Director, the company has seen exponential top line and bottom line growth. An MBA from IIM Bangalore ('94 batch), he started his career at Colgate Palmolive. From there he moved on to Frito-Lay before joining Perfetti Van Melle. Website: http://www.perfettivanmelle.in GLOBAL OVERVIEW OF PERFETTI VAN MELLE Largest Manufacturer of Confectionary and Chewing-gum products. Two brothers Ambrogio and Egidio Perfetti founded “Perfetti” in 1946. Izaak Van Mella founded “Van Melle” in 1841. “Perfetti” acquired “Van Melle” in Jan 2001 and became “Perfetti Van Melle”. PERFETTI ‘S...
Words: 1499 - Pages: 6
...be. This Report will represent a number of facts and statistics regarding Nike and the sports industry. As the demand for technology and new innovations of products increases, it is Nikes duty to meet the needs and wants of their customers. Nikes mission with this report is to identify what their customers wants, what is missing in the market and how Nike can motivate and encourage everyone to become ‘the best athlete they can be’. This investigation will be carried out over the duration of one year before Nike releases a new product into the market. 2.0 Environmental Scan 2.1. Nikes Organisation In order to fully understand what Nikes customers want, Nike must first consider their strengths and weakness of the company. It is important to minimize the weakness and maximise the strengths and advantages of NIKE. Another aspect that Nike needs to consider is the opportunity and the threat that Nike is facing. (Appendix A for full table) (Nike Facts (SWOT) Strengths analysis, 2008, Randy Peterman, Reference 2) Nike main strength is its ‘Swoosh’ logo. This logo is recognisable in at least 160 countries worldwide. With the growing demand in technology Nike has the opportunity to expand their market and response to this demand. Although, Nike profits do depend largely on the market of footwear and is constantly under threat by new competitors entering the market. 2.2 Competitors Industry With a growing demand for sportswear we must be aware of all our competitors....
Words: 3383 - Pages: 14
...New Product Launch Marketing Plan Joanka Lewis MKT/571 July 1, 2014 Larry Moore New Product Launch Marketing Plan Organic Baby Products are a new product that would allow your baby to be health and safe at the same time. The products are made with only natural ingredients which allow the consumer to feel comfortable about using and purchasing the products. The market segmentation will show how this product is marketed to a targeted buyer PLC Strategy Plan PLC (Product Life Cycle) is defined as the life span of a particular product. It entails of four stages which are labeled as introduction, growth, maturity and decline. The introduction stage is when the product is first introduced on the market. This stage of the cycle could be the most expensive for a company launching a new product ("Product Life Cycle", 2014). The growth stage is when the product is in great demand and sales are steadily rising ("Product Life Cycle", 2014). The third stage, maturity, is when the product is established and the aim for the manufacturer is now to maintain the market share they have built up. This is probably the most competitive time for most products and therefore Team C would need to invest wisely in any marketing they take own. The last stage is called the decline. In the decline stage the market for a product will start to shrink. This shrinkage could be due to the market becoming saturated, or because the consumers are switching to a...
Words: 922 - Pages: 4
...Week 6 New Product Launch Part III MKT 571 Implementation Milestones The Apple Watch rollout is expected to have a similar buzz as the iPhone 7. Apple Inc. counts on the youthful and tech-savvy customers who look forward to the release of each new Apple product with exuberant anticipation to continuing this trend with the Apple watch. Additionally the company plans to increase market share of the 55+ and the fitness oriented demographic with the new Apple Watch. Quarterly sales figures are calculated both cumulatively and based on these three specific demand demographics by quarter to gauge marketing effectiveness. The new Apple watch marketing plan considers milestones of sales at each 50,000,000 units sold. An established goal is to reach additional customers and push market-share upwards, and at the height to have 300,000,000 Apple Watch’s in operation. Evaluation and Control Metrics and Methodology to Measure Performance As quarterly measurements come through on sales to 3 target demographics of loyal customers, 55+, and fitness enthusiasts, the company gauges the effectiveness of the marketing program, together with advertisement reach and effectiveness. In the first two quarters, the company will review the sales of units to 55+ and fitness enthusiasts as attributable to effective advertising campaigns. By the time the 3rd quarter sales numbers come through, the company will decide if the features of the new product truly are meeting the promises made...
Words: 398 - Pages: 2
...[pic] GROUP MEMBERS |SR NO. |NAMES |ROLL NO. | |1 | |* | | |** | | |2 | |* | | |** | | |3 | |* | | |** | | |4 | |* | | |** | | |5 | |* | | |** | ...
Words: 3920 - Pages: 16
...expand manufacturing. (sramanamitra.com 2014) The growth efforts include app developments that have created improvements with iPhone, iPad and Android programs. The customer service overall have improved allow further growth. There new colors and layouts have that includes audio note has put them ahead of competitor and have put the digital photo giant on top. Their growth has also allowed new facilities been open across the country. International Growth Shutterfly growth globally has taken on a global execution and that has allowed international market access. Through very creative project management, shutterfly have allowed cost effective international market and have created language variation and has provided customer support in all aspect making it easy to access, allowing the brand consistency and great value. This have help the organization to grow globally and has helped in its branding. It has also allowed its global capabilities to be well known and trusted. (businesssolutions.shutterfly.com) Domestic -Potential Competition A potential competition for shutterfly lies in the likes of digital photo giant Snapfish. Its convenience, unique templates and its simply use males it a potential competitor for shutterfly. It has made its product very easy to use making it likable to all. However shutterfly popularity due to its consumer loyalty stands firm and its unique method of creating a photobook that is like no other. Shutterfly has remained on top because of its cross...
Words: 438 - Pages: 2
...New Launch Marketing Plan III Executive Summary Coca-Cola continues to be an industry leader in offering and reinventing some of its core drink products in new global markets. The company currently has captured over 50% of the soft drink market and seeks to obtain 55% or better in the next three years. With the introduction of its latest product, millions of new customers can be reached. The New Product Launch Marketing Team is prepared to introduce the “Snatch a Pack” in both the domestic and global markets; with a great push on its Coca-Cola International India’s market. An emphasis is placed on Coca-Cola International India because it is one of the most populous countries in the world and is receptive to international trade. The product is cost-effective, easy to use, and very flexible. Launching the product, “Snatch a Pack” will help the company expand its customer base while increasing revenues by an estimated $2.5 billion. An integrated communication marketing plan will be developed to ensure that market segmentations are identified and communication channels are established. Pricing strategies for the Snatch a Pack will be defined and distribution plans established. An integrated communications marketing plan will be designed, three year objectives defined, and a description of the milestones to be implemented presented for the new product lunch. In addition Coca-Cola New Product Launch Team will create a budget to Market the “Snatch a Pack” and establish an evaluation...
Words: 3187 - Pages: 13
...is a startup planning to launch a budget category tablet in the market. By 2017 there is a projected growth of over 78% in the worldwide tablet market (Columbus, 2013). USA is expected to remain the market leader in terms of consumers and Asia, especially China (43% growth by 2017), is expected to be the growth market (Croker, 2014). There is over 50% difference between urban and rural expenditure in China (“China Household Finance Survey”, 2013). With an average tablet expected to cost about $416 by 2015 ("Average Selling Price Of Tablet Pcs Worldwide From 2005 To 2015 (in U.S. Dollars)", 2014), there is a huge potential to capture the budget tablet (priced 30-50% below current market price) segment. Tabby International selected US and China as their initial markets to startup with. The company has a leadership team with background in running hardware and mobile devices production. It has also recruited a team of engineers, and researchers to develop the prototypes. Tabby will initially sell its products through its websites and set up booths in key urban locations in US and China to launch and support its products. Market Needs Due to the value technology has added to the global marketplace, consumers are driving the demand for products and services that break the traditional cliches of working and socializing behind four walls. The need for a desk, chair, and office is being replaced with a stylus pen, wi-fi connection, and a tablet in the new fast past environment. Currently...
Words: 1621 - Pages: 7
...MKT 571 WEEK 4 NEW PRODUCT LAUNCH II A+ Graded Tutorial Available At: http://hwsoloutions.com/?product=mkt-571-week-4-new-product-launch-ii Visit Our website: http://hwsoloutions.com/ Product Description PRODUCT DESCRIPTION MKT 571 Week 4 New Product Launch II New Product Launch II Introduction Henry Ford’s famous line, “any color you want, as long as it is black” no longer fits the current hypercompetitive marketplace. The launch of the Model T and the development of the assembly line allowed Ford to make such assertion on the market because products were more price focused, and there were fewer competitors. Nowadays, with technology and customer (value-based) branding, buyers have numerous choices for every commerce or merchandise. Instead of the homogenous mass production, there is a movement towards differentiation through customization and market segmentation. Therefore, ZENN Motors Inc., and all other organizations must consider the four P’s of marketing (product, place, price, and promotion) when launching a new product or in company positioning. Market Segmentation Segmentation divides the consumers into well-defined portions, and then re-groups customers who share similar needs and wants; typically into geographic, demographic, psychographic, and behavioral sectors. The geographic segment divides consumers into topographical areas such as regions, countries, neighborhoods, and etcetera. A demographic market splits variables by “age, family size, family...
Words: 511 - Pages: 3
...New Product Launch Marketing Plan MKT 571 New Product Launch Marketing Plan The purpose of this assignment is to create a marketing plan to launch a new product for both the domestic and international marketplace. Kotler & Keller define the marketing plan as “the central instrument for directing and coordinating the marketing effort” (Kotler & Keller, 2012, p36). This plan will include the following components: market need, market growth, SWOT analysis, potential competition, product offering and product definition, product identification, justification for choosing this product, and a 10-question survey. Market Needs According to research, young adults are the most attractive segment among marketing consumers both in terms of its size and its multibillion dollar purchasing power (Awan, M. 2014). The youth culture has been held up as the prototypical example of a global segment. They are reported to be the world biggest adopters of mobile technology, but limited research is available regarding segmentation. Therefore, there is a strong need for more segmentation research in the cell phone market, especially among the young adults since this age group is driving the market to new directions and uses. Market Growth According to the Cellular Telephone Industries Association (2012), cell phone usage in the United States has ballooned over the past 15 years with subscriber’s usage averaging 8 times more since 1995. There was 3.8 million subscribers in 1995 with...
Words: 1278 - Pages: 6
...MKT 571 Week 2 Learning Team New Product Launch Marketing Plan, Part I – NEW To Buy This material Click below link http://www.uoptutors.com/MKT-571-NEW/MKT-571-Week-2-Learning-Team-New-Product-Launch-Marketing-Plan-Part-I Create a product launch plan of no more than 1,050 words for 2 specific markets (choose a domestic country and an international country). This assignment requires research on both of your markets. Select a new product that has never been marketed as the basis for all of the team papers. You can make a major modification/improvement to a product/service on the market or create your own product/service. Include the following components for both markets: • Justification for your choice of product and the two countries • Market needs • Market growth • A brief SWOT Analysis • Potential competition • Product offering • Product identification • A 10-question survey that you will use for your final marketing plan, which collects additional primary data about the buyers. Your survey should be placed in your appendix and discussed in the body of the paper. Use the Sample Marketing Plan in Ch. 2 of Marketing Management as a guide in developing the components of your plan. This should not be a guide to formatting your plan. Format your paper according to the updated APA standards. Be sure to read the rubric for guidance on how the paper will be graded. Click the Assignment Files tab to submit your assignment as one complete document. Do not submit multiple...
Words: 261 - Pages: 2
...Product Innovation Best Practices Series Best Practices in the Idea-to-Launch Process and Its Governance Reference Paper #45 Robert G. Cooper and Scott J. Edgett Compliments of: Stage-Gate International and Product Development Institute Inc. This article appeared in Research Technology Management March-April, pp 43-54 For information call +1-905-304-8797 www.stage-gate.com © Product Development Institute Inc. 2000-2014 Product Development Institute Inc. and Stage-Gate are registered trademarks. Logo for Product Development Institute Inc. used under license by Stage-Gate International Logo for Stage-Gate used under license where appropriate. Best Practices in the Idea-to-Launch Process and Its Governance A study of new-product development practices at 211 businesses provides insights into best practices in both the idea-to-launch process and its governance. Robert G. Cooper and Scott J. Edgett OVERVIEW: Most firms now use some form of idea-to-launch process such as a Stage-Gate® system. The question is: Do these processes really work? And what are the elements of a best-in-class idea-to-launch system that really make a difference? A second and related question concerns the governance of the idea-to-launch model. Sadly there is a lack of hard evidence as to what governance structure works best and just what its impact is, if any. This article reports the results of an American Productivity & Quality Center (APQC) and Product Development Institute (PDI)...
Words: 6677 - Pages: 27
...Introduction 3 How did Nestle’ come to the conclusion of launching its pasta and sauce? 4 Why did Nestle’ launch its refrigerated pasta and sauce? 4 How did Nestle’ win the battle against Kraft’s Di Giornio pasta and become the market leader? 4 Why should Nestle’ go ahead with introducing its refrigerated pizza? 5 Why should Nestle’ not launch refrigerated pizza? 6 Recommendations 6 Answers to the questions given for the case 7 Calculations: 9 Overview In 1989 after a lot of market research and analysis Nestle’ Refrigerated Foods (NRFC) bought a small company, Lambert, which had competency in manufacturing refrigerated pasta and sauce. Nestle’ rebranded the Lambert pasta as “Contadina pasta”, which was highly appreciated and accepted by the US citizens. Soon the revenue of NRFC jumped from $75 million to $ 150 million in a short span of two years. Taking a cue and inspiration from the success of the pasta, Nestle’ started exploring opportunities to launch its refrigerated pizza. This report will analyse the reasons behind the success of the pasta and conclude whether Nestle’ should diverse into the refrigerated pizza market or not. Introduction Founded in 1866, Nestle by revenue is the worlds’ largest food and beverages company. With its headquarters in Vevey, Switzerland, it has diverse product lines such as: Dairy products, confectionary, refrigerated products, bottled water, pet food etc. Nestle’ through its constant innovation and long term strategy has remained...
Words: 2183 - Pages: 9
...LP 1 New Product Development Idea Generation: This is the stage where the idea is created and designed Development: The CDs will be designed and tested, during this stage manufacturing process will be considered in developing the CD it must play the highest quality and should be durable. Test Marketing: During the testing stage it should be tested in the lab, friend and families before proceeding to the real customers. Business Analysis: Information should be collected by recording label on the market competition, estimated sales, estimated cost, expected rate of return and profitability (this should be easy as the company is been run from the garage of the band leader who is not expecting to receive any pay for the next 3 years. Introduction/Launch: Once the CDs have been tested to make sure it works the way it should, it is made available to customers, most times some companies will launch it at once or launch it to a select group or in phases. The similarities can be seen the ideas stated above and the New-Product development process in the text book such as the Concept Development which can be compared to the idea generation, development stage some of the stages intertwine with another. The Product design which is the stage of designing the actual product which is similar to the development and testing phase of the product to ensure it meets the specifications and durability expected. Pilot Production/ Testing in this stage the products requires testing before they...
Words: 309 - Pages: 2
