Wednesday, February 27, 2019

New Product Launch Marketing Plan Essay

Our community is Audi AG. Audi is headquartered in Germ some(prenominal) and is a subsidiary of Volkswagen since 1966. Founded in 1909 by automotive open August Horch, Audi specializes in high end and imposing motorcars (Audi Club matrimony the States Northeast , 2014). Audis cars collection is comprised of sedan, SUVs, convertible, coupe, diesel and hybrids. Audi is one of the tierce biggest luxury cars companies in the world. Our plan is to launch our parvenuest headlamps engine room along with thousands of upstart cars around the globe. The automobile commercialise is driven by applied science and Audi flavor to be the premium brand (Audi Ag, 2014).We intent to do so, by de escapeding our customers world spacious (Audi Ag, 2014). Safety is the consequence one decision inducing when purchasing a car regard slight of where you live and Audi motives to capitalize on that.To predict our consumers buying impulses, we result rely on cordial, cultural and personal facto rs (Kotler & Keller, 2012).Now is the best cadence to launch such a extend as people drive more and more collectible in part to recent monotones crashes and disappearance. By making night rides safer, Audi intent to lucre an edge against its competitors and increase annual sales. Germany and the USA provide be our instauration platform. We intend to maximize our sales by putting together a strong advertising campaign.We depart be utilizing social media like Facebook, Twitter, Instagram, we leave aloneing also advertise via television, radio, billboard, etc. Our advertising team is composed of Me Philippe Biboum, Kevin Mobley, Kirkland Browne, Dana Cannon, Tameika Mclean and Johanna Gutierrez. We ar highly qualified and we bind combined over twenty historic period of follow show up in this field. Here argon the components of our plan.Executive summarySituational psycho compendiumMarket developing voltage and competitive analysisSegmentation, target market, and perspectivePricing and distribution strategiesMarketing communication planFinancial information(including omen demand, break-even, sales, promotional budget, and marketing expense) Intended marketing objectives for Y1, Y2, and Y3Evaluation and control inflection and methodology to taproom performance Contingency planningSituational synopsisThe Audi of the States News Channel (2014) website stated that in July 2014, Audi increased its sales by 11.9%. This set ups the 43rd consecutive record sales for our brand. The launch of our raw headlights technology depart increase sales even more. Germany and America go out be our test launch and we are confident that it will be a winner. Our target markets are rich men and women as healthy as families. Our harvest-home will be sold to every individual who is satisfactory to purchase and maintain a luxury car. We induct a wide collection of cars to will fit everyone lifestyle. In terms of demography, our crossing aims at people b etween the age of 25 and 60 who pay back a lot of money. We recently have been making cheaper car to capture the consumers less than 25 years of age. Audi is aware of the fact that gender, family status and age bow car buying, that is why we built certain models fit younger generation like the A6, SUVs and sedan for families and coupe for single people.Geographically speaking, Audi humps that car buying discord according to the location. Our growth will be appealing to individuals who live in the outskirts of big cities, or deep in the country because they often have to drive on roads that are not well lit. tender class, personalities and lifestyles divide the market into psychographic segmentations. Audis cars are aimed at upper social classes. We target individual who like a flashy lifestyle and take to show their wealth because we know they female genitals afford the technology. About the market growth, we know that there is a need for a product such as our new headlights . According to the Highway Loss Data engraft (HLDI), good quality headlights are one of the best ways to exclude car crashes ( insurance policy Institute for Highway Safety, 2012). The recentplane crashes along with airfare are whimsical people to drive more and more. We know we will increase our sales as long as we have a strong marketing campaign to advertise our product.SWOT analysisOne of the strength here is that our product provides a safer nighttime tearaway(a) experience for number one woods who do long distance driving. The apostrophize to add the sustain will increase the purchase price of the vehicle and this is a weakness. An prospect could be the effective utilization of marketing approaches will help to realise market need (i.e. surveys) and gain a competitive prefer (promotion, attitude/positioning. Audis competitors such as BMW, Mercedes Benz, etc. can use the aforesaid(prenominal) or similar product if there is no patent on the development of the product and this is a threat to our bottom line. Our key to supremacy here is to respond to consumer demand by creating a product they want and need. That product is the new headlights technology. This product will separate us from our rival because it is an innovation, it will help save lives and increase our bottom line.Market growth potentialAudis goal is to slowly integrate their LED headlight technology into all of their vehicles. They will begin by installing them in higher-level class of vehicles as an upgrade option. Brighter, longstanding lasting headlight bulbs will reduce the cost of replacing regular bulbs, and brighter headlights will increase number one wood visibility at night. Audi expects competitors to install similar devices in their vehicles however, Audi believes their version is longer lasting, brighter and safer for Audi device drivers as well as, oppositewise drivers on the road.Competitive AnalysisThe automobile industry is fiercely competitive in the Unite d States as well as, internationally. In 2006-2008, the automobile industry suffered a significant fiscal loss, curiously the big triple in Detroit. Foreign automobile manufacturers took advantage and truism growth. While some Asian and European manufacturers also suffered, many upgraded can models to entice buyers to purchase their product. Automakers did what they could to gain the upper hand against their competitors. Audi was no different, visual perception a drop in sales during this time. For many customers, galosh, reliability, andfuel efficacy are increasingly important, more so than flash, speed, and power. The safety and visibility of an Audi driver is a priority Audi is attempting to increase.SegmentationThe market segmentation has spate, but plain parts geographical, psychographic, and demographic. Audi will use geographical sales statistics to determine where sales are highest. Introducing upgrades and changes to Audi vehicles to the customers who buy them more f requently will benefit Audi and run into customer demand. Audi is responding to increasing customer demand for safety therefore, increasing driver visibility satisfies customer demand. Moreover, the longer lasting, brighter headlights benefit teen and elderly drivers who whitethorn become easily distracted or have difficulty visual perception at night. The increase in safety may also step-down accidents, which will make insurance companies happy.Target MarketAudi is not specifically targeting one particular group however, brighter lights will benefit drivers with limited experience or with poor vision or night vision the most. immemorial drivers are more likely to benefit from brighter headlights to increase their visibility at night. The headlight feature is not limited to elderly drivers though, all drivers can benefit from the safety feature. Audi expects high customer satisfaction and will finally implement the LED headlight in all of their models. Any driver concerned for s afety is part of the market Audi is targeting. Longer lasting lights authority less maintenance cost, and brighter lights means other drivers can see the Audi sooner, and the Audi driver can see the road or and any debris in the road, sooner.PositioningPositioning is important, and precise placement of the headlight translates to better driver visibility. However, regardless of how bright or long lasting the headlight is, defensive, non-distractive driving is key to reduce traffic accidents and avoiding road hazards. Moreover, the ability to see an full stop in the road sooner will help the driver resist a collision however, failure to pay attention to the road will increase the potential for at-fault accidents and collisions. While many discard some features as unnecessary, brighter, longer lasting headlights is a product Audi feelsconfident implementing, and confident customers will respond in an overwhelmingly positive way.Pricing & DistributionWhen looking at at pricing and distribution there are several factors to be considered. The wholesalers will always calculate its prices by adding the cost of the product itself (headlights), wages involved in the production, the overheads and cost to deliver such. Then, after(prenominal) the wholesaler calculates a reasonable mark-up, the product will because be sold to Audi. It is then Audis job to make the best out of this product by the promotion it carries out. ahead Audi agrees to any business with a headlight manufacturer Audi strategizes and plans a how to price and distribute. Audi is a well-known luxurious vehicle where they now will have an added feature to promote safety.The sales potential are very high as we are targeting those that savor road trips, those that are behind the wheel for extended amount of hours. Audi then has to reanalyze its decision and consider losses, what if this does not work, how this will impact our business, what are other cost effective routes we can take. These are all considerations Audi has to take into work if the brighter headlights for their vehicles do not create more sales. This is going to be considered as a standard on all of Audi vehicles, it is not an add on feature Audi plans of charging extra for.Marketing Communication PlanAudi believes in its product. Before a company can be successful it must earn its own awareness. Audi has built that awareness Every day you see accidents caused by poor visibility due to poor lighting. Audi will use this to their advantage when marketing and communicating to its customers and potential customers the advantages of Audis new improved headlights. Furthermore, it is opportune for Audi to stress the fact that the price tag of the vehicles have not changed due to the improved and upgraded headlights. Audi has been dedicated to communicate to its customers, potential customers and competitors that they have the solution for accidents caused by poor visibility due to poor lighting. They are advertisin g this finished every mean of communication possible. Then internet/ media is a extensive marketing communication source, the radio, newspapers, billboards, and the public itself by word of mouth. When drivingon the road if you see an Audi vehicle you will see the difference in their bright headlights when compared to other vehicles.Asserting the fact that you communicate with all of your customers and potential customers plays a vital part in how successful this will be. Audi has identify families and one of their targets and this is the main target we are communicating our new product to. Audi has partnered and ne dickensrked with different sources such as safety programs and/ or famous people, have also taken it a step ahead by written text infomercials on highways, dark roads and valleys to show its costumers the strength behind the new headlights their vehicles have. Audi has been servicing consumers upwardly of one hundred plus years and Audi intends on being a provider un til the end of time in aim to stay relevant in the automotive industry Audi is aware of the evolving of automobiles. Audi has through its query throughout the years and through the years consumer safety has remained the number one factor when fabricateing an effective brand.Audi has continued to serve the consumer trance remaining at the head of its class of Luxury automobiles. In preceding(a) look through the National Highway Traffic Administration Audi raise that one of the major issues of car accidents within the United States stemmed from blinding headlights (NHTA, 2013). The new product that Audi seeks is to install the LED headlights with objectives based around consumer safety foremost as well as profits. The objectives provided focused on the product from beginning to end starting from year one when Audi began searching for the new product to elevate the company. Audi will definitely captivate its target auditory modality as well as reach its sales growth, once it begins manufacturing the product and getting the products in its show rooms.ObjectivesYear 1Completed research on issues surrounding vehicle safetyFind the issue and generate a product that will assist in increasing consumers hold dear when drivingFind target audienceYear 2build a Safe brand to suite consumers needsimplement the outline in vehicles that target our initial consumer market (families) seek profits of upwards of 10-15 percent within the first year Year 3 see products in remaining vehicle models that dish out all consumers. Seek to increase Revenue another 10 to 30 percentBegin research on new product to assist with current featuresFinancial informationIt is imperative that the financial outlook of Audi for 2014 is predicated on the prior performance drivers. In 2013, the Audi A4, A6, Q5, and Q7 experienced increased sales from the previous years over the other vehicle models. The A4 and A6 belong to the sedan category and the Q5 and Q7 are in the SUV/ crosswalk cate gory. That being said, it is forecasted that these same vehicle categorys sales will continue to increase in 2014. Therefore, the introductory marketing of the new headlight designs should be donned in the aforementioned vehicle models.Moving forward, the following financial data, to include forecasted demand, sales, break-even point sales/units, and marketing/promotional budget expense, shall represent the four top selling vehicle models. Audi is looking to increase tax income by four percent annually over the next three years. With the addition of the enhanced headlights, Audi believes the projected forecasts will be successful. Figures A D illustrate the proposed forecasts for each vehicle.Figure A.Figure B.Figure C.Forecasted Break-Even Point AnalysisFigure D.Evaluation and Control MetricsUtilizing control metrics to measure the success rate of employed strategies is a very important scenery of the marketing plan. Ensuring the success of the chosen methods of marketing is nee ded to determine if changes should be and/or can be made to increase revenue. There are a variety of metrics tools that can be used to bench mark marketing data, but identifying four ofthem will suffice for this particular analysis.1 Market Size the number of units sold to a market in a specific period of time (1 year). 2 Market percent the number of units sold in a specific period of time that represents a percentage of the entire market size. 3 Brand ken Actual and potential customers being able to identify the Audi brand. 4 guest Satisfaction Customers perception of Audis product and service delivery. (www.dobney.com, p.4-25).Contingency PlanningThe contingency plan for Audi headlights is very simple. As headlights are already used on every make and model, these advances in technology are not the reinvention of the wheel. These changes propose no danger to the continued success of Audis business operations. We will apply for a patent which will protect our new LED technolo gy and lighting design for two years, and we actively pursue all copyright infringement to prevent any future instances. As it is inevitable that after the two year defend period that others will follow our lead we will use those two years to develop new designs with honour to LED lighting that will not only increase safety, but will also congeal Audis brand by a visual representation contained in our headlight assembly. A lighted trademark if you will.Our definition of success with respect to contingency planning will be to defend our position for the first two years while developing a trademarked light design for all future Audi models.ReferencesAnonymous. Understanding market metrics. Retrieved August 17, 2014 from http//www.dobney.com/ research/market_metrics.htmAUDI AG. (2014). Retrieved from http//www.audi.com/corporate/en/company/corporate-strategy.html Audi Club North America Northeast. (2014). Retrieved from http//www.neqclub.org/about-us/audis-history.html Audi of Amer ica News Channel. (2014). Retrieved from http//www.audiusanews.com/newsroom.dojsessionid=B4BD8EEE4DAD44DA49C746C83D80A7BE?&id=65&allImage=1&name=sales-news&mid=98 Insurance Institute for

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