Professional Documents
Culture Documents
CHAPTER 8 NEW
PRODUCTS
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N
+ What is a NEW PRODUCT
New product are:
By acquisition
Market strategy
prototype development
Market testing
it composed 4 stages:
1. introduction,
2. growth,
3. maturity,
4. decline stage.
S- curved that simplify the product status in the market in terms of sales.
1. INTRODUCTION STAGE- to inform consumers
strategy
it refers to the first entry of the product in the market usually
characterized by slow growth of sale, the product is
considered new 60 % unknown it has a low awareness with
consumers.
Profit are not existing here due to heavy cost spent for product
development.
La carmela de Boracay
one of the newest resort hotel in the island is currently enjoying high growth in
customer occupancy from local and foreign guest.
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Growth stage
When product starts to mature, sales start to level off.It reaches the
ceiling of sales. Normally, the company try to minimized expenses on
advertising and promotion since product sales starts to subside. This
is common to any aging product.customer starts to shift to other
brand.
Hotel enters into an ex- deal with airlines to solve their decreasing
check in customers by launching the airline and 3day stay to a 5 star
hotel upon arrival to all Balikbayan passengers. With this strategy,
both company are helping each other in generating sales in their
respective industry.
4. DECLINE STAGE To Re Cycle strategy
Outline of the
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Marketing Plan
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I. EXECUTIVE SUMMARY
The vitamins industry is a pharmaeutical
industry growing at xx% per annum. The main
benefit of the product is a healthy body
supplement and support to human metabolism.
The industry is segmented in many ways such as
demographic, psychographic, behavioristic and
even geographic. In segment X where we choose to
compete in, Brand XYZ is a market leader with an
estimated XX% market share with no strong
challenger.
As of 2017,. Continue
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II. BUSINESS
REVIEW/HISTORICAL
BACKGROUND
Answers the question: where are we (your
brand) now?
Spotting
future opportunities in the future for
your brand
Corporate
mission: what business are we in(
lOreal men expert brand category)
SALES(UNITS)
MARKET SHARE
PROFIT
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III. AUTOPSY OF SUCCESS AND
FAILURES(ASF)/BRAND
DIAGNOSIS
KEY FACTORS FOR SUCCESS (KFS)
TARGET MARKET
SEX: MALE/FEMALE
EDUCATION: SINGLE
PROFESSION: COLLEGE
LOCATION: URBAN/RURAL
GOOD OBJECTIVES:
SALES: TO SELL 80 METRIC TONS OF PROCESSED MEAT A
DAY VS. LAST YEARS 61 METRIC TONS AN INCREASE OF 30%.
MARKET SHARE: TO MAINTAIN LEADERSHIP IN THE SOAP
INDUSTRY AND IMPROVED MARKET SHARE TO 55% UP
FROM 51% LAST YEAR.
PROFIT: TO ATTAIN 10 MILLION IN NET PROFIT AFTER
TAX(32%)EQUIVALENT TO 40% ROI THIS FISCAL YEAR.
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VII. MARKETING MIX PLAN FOR
LOREAL MEN EXPERT CAMPAIGN
TASKS PARTICULARS TIMETABLE
PRODUCT STRATEGY LOREAL MEN EXPERT JULY AUGUST 2017
PRODUCTS
DO AN INTERNAL
LAUNCH OF THE
NEW VARIANTS OF
LOREAL MEN
PRODUCTS
PACKAGING
DESIGN
AWARENESS INSTALL HANGING JUNE 2017
LED MINI
BILLBOARDS ON THE
FF AREAS IN MAKATI,
QUEZON CITY MALLS
AND MANILA
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VIII. A CLOSER LOOK AT THE
BRAND
BRAND IDENTITY
BRAND PERSONALITY
BRAND IMAGE
BRAND POSITIONING
BRAND VISUAL
IDENTITY- LOGO,
COLOR,LETTER FONT AND DESIGNS
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IX: BETTER THAN OTHERS
STRATEGY
PTC-PRIMARY TARGET COMPETITION
COMPETITION ANALYSIS
BRAND THAT
LOREAL NEEDS FOR FURTHER
OBSERVATION
BE BETTER
BE CLOSER