New Product Launch Marketing Plan, Part II
MKT/571
September 16, 2013
New Product Launch Marketing Plan, Part II
The following is the second part to the iNKtopia product launch plan. The second part of the marketing plan consists of a detailed target market profile, including buying behaviors, decision motivators, and organizational target markets. The plan also includes steps to manage each stage of the product life cycle and tactical plans for the Four P’s. Finally, the second part of the marketing plan expands on the product offering expressed in part one and a new position statement to drive iNKtopia’s positioning strategy.
Market Profile
The defined target market profile of the consumer group that the company needs to market to is easily defined in the region but covers many different business groups. The target market for iNKtopia’s will be concentrated at first in the region centrally located geographically to the main facility of iNKtopia. This will allow easy access by potential customers to iNKtopia for convenience of use. Being located in the business district also allows iNKtopia to offer pickup and delivery of larger orders directly to the customer. The availability of an established customer base already using the product that iNKtopia has to offer has advantages and disadvantages. Most small businesses in the area use printers in everything from cash registers to small desk computers in the business work place. Most ink purchases are acquired by making a trip to the local office supply where house taking away valuable time from work that could be used for other more important tasks than driving to the store and purchasing ink. The availability of iNKtopia’s on sire delivery can be used an appealing time and cost saver when presented to the business owners. Larger businesses usually have a local contract with a local supply where house that delivers directly to the...