New Product Launch Marketing Plan Essay Example for Free

New crossroad Launch Marketing Plan EssayAudi lead headlampsAudi is a elucidate of the line luxury car manufacturing company who formulates to achieve goals and exit consumers with one of kind harvest-homes. Audi has decided to take a leak a cutting LED head light with spot detection capabilities to assist with consumer arctic art object driving in the city, as easily as down country roads. Audi has assessed the need for their new intersection point and has found that the new LED headlights with spot detection would be great for the consumer as easily as the company sales. Through past research by Audis team we rent found that several accidents at heart the United stated States occurred due to poor head lights or blinding head lights.Though Audis catamenia venture is geargond towards consumers with families who travel at least 100 miles a week, their game plan is to incorporate this light into either fomites. We provide address the areas of target population, product position against the competitions, as well as each form of the product life cycle and our expansion of product offerings. Audi focuses on people (Idea Connection, 2014). This new innovation of LED head lights provide do just that focus on people. Audi provide utilize the family and let them be the guide behind the quality and performance of this new offering (Idea Connection, 2014). pit market profileAt Audi, we came up with this new headlight technology that is designed to make dark driving safer. The target market for our product is composed of couples with children under the age of 15. Among these families, the focus leave behind be on those who drive SUVs, Minivans and Sedans. The target audience will be based around those parents who drive their kids to extramarital activities like piano lessons or soccer, and who pull round either deep in thecountry or extracurricular of the city. One submarket will be those who live within the city and like to travel outside the city. These headlights are best suited for people who drive over 100 miles a day. In terms of income, we will target individuals with a college degree who make more than one hundred thousand dollars per year. Our product will in like manner aim at corporations who offer company vehicle for their senior executives.Key buying behaviors ternary factors influence consumers buying behaviors, those factors are cultural, complaisant and personal (Kotler Keller, 2012). In terms of culture, individuals during the course of their life will be influenced by family, friends, neighbors, and a nonher(prenominal)s. Our consumers are individuals whose family members are accustomed to luxury cars, preferably Audis. Cultural factors influencing buying behavior in terms of culture are also social classes. Our consumers will be individuals belonging to the upper class of society. For these individuals owning a luxury car with the latest technology is a tilt. On the social direct of consumer s buying behaviors, our target market will be influenced by factors such as reference groups, family, and social roles and statuses (Kotler Keller, 2012). Our consumers will be influenced by family members, for instance a mother will most likely compulsion her children to ride safely in a minivan, or SUV.A businessman will buy an Audi ginmill because it is a luxury car and it tell others what social class he belongs to. Our target consumers are influenced by membership groups. One example is an individual who buys a luxury car to blend in with others in hos social circle who also own luxury cars. Personal characteristics that influence a buyers decision include age and stage in the life cycle, occupation and economic circumstances, personality and self- concept, and life-style and values. (Kotler Keller, 2012, p.155). Our consumers will be men and women, 30 years old or older. The target nodes are also educated and very thinkingful as they carefully weigh the benefits of purch asing such a product (Rao, 2014). We believe that as mothers and wives, our consumers will be focused on safety.There have been a distribute of plane crashes lately, because of that more and more people decide to drive instead of fly. Corporations will be have-to doe with with profit. Corporations will see great benefit in Audi as it relates to the new LED head lights. The thought of safety will both save the company money, attract eager and loyal employees,as well as give a strong impression on both competitors and new clients.Decision motivators for consumer/organisational target markets The primary decision motivators for buying the new headlights on the Audi car are the enhanced safety features of the product. Since the primary feature of the new headlights leads to secure driving, it will appeal to almost all consumers. On the other hand, the organizational target markets will entail the demographics of the urban areas. Geographic target markets will target the individuals wh o live in the urban areas that have developed infrastructures (Novak, De Leeuw MacEvoy, 2011).Product life-cycle (PLC)LED headlights continue to develop short and long strategies in the product life-cycle. The showtime of four stages is the introduction into the market customer-value hierarchy is vital during the introduction stage, which identifies the cell nucleus benefit of the product and creates a detailed description of the basic product. The augmented product value stage must surpass the customer yearning for safety and technology. In addition, marketers will incorporate proximo authorisation product growth. The product design can be incorporated into any Audi vehicle during the manufacturing process. The LED headlight will be an upgrade option, and pricing will be slightly higher than Audis without the LED headlight. A strong customer-value hierarchy scheme will enhance product promotion, and the place to launch the LED headlight will be a joint effort with Audi Autom otive.During the initial growth phase, pricing will outride slightly higher than Audis without the LED headlight. Based on the lesson learned during the introduction of the LED headlight, the customer-value hierarchy strategy will adjust to meet customer expectations. Product promotion will continue to expand into new markets. The maturity phase begins when the LED headlight implementation reaches market equilibrium pricing will carry on the same during this phase.If the product continues to exceed customer-value hierarchy strategy, the product promotion will continue with the addition of customer and law enforcement reviews. Research and development continues to improve the LED headlight technology. The decline phase begins when market pursuit enter the market pricing will then be slightly reduced in an examine to slow the rate of decline. Product promotion will then be redirected to the new and improved LED headlight. Promotions and places tolaunch the new product will be nati onwide rather than regional launches during the introduction phase.Product mixA Product Mix is referred to as the complete range of products produced by a company. (http//businesscasestudies.co.u). That beingness said, Audi plans to unleash its new LED headlights in all of its product lines, which will appeal to the varying types of drivers who have a plethora of different needs and wants in a luxury vehicle. Audi produces a multitude of options for consumers to pick from. These products include 13 sedan options that range from $29,900 to $137,900, six SUV/Crossover/Wagon options that span from $32,500-$51,900, six Coupe options ranging from $40,000-$115,900, and septenary Convertible options that span from $35,600-$129,400. (http//www.audiusa.com). With 32 available products that can be altered to match the drivers particular style, the LED headlight is poised to grant the ultimate driving experience.Audi revolutionized vehicle lighting with the first full-LED headlamps in 2008. (http//www.audileds.com). Audi responded to the automobile industrys need to change how vehicle headlights affect road conditions for all drivers. Audi continues to enhance its LED design, which is sure to darken its competitors vision of the future of automobile driving experience and get on differentiating itself by non only enhancing driving conditions, but will be made available in a variety of options. Only one square millimeter in size and offered on every vehicle in the lineup, LEDs have opened up an array of styling opportunities for Audi designers. (http//www.audileds.com). Audi adds that these little marvels can be combine to create infinite shapes and arrangements, giving each vehicle a look thats distinct stock-still unmistakably Audi. (http//www.audileds.com).Positioning statementFor you that spend hours behind the wheel, Audi is one in its luxury class that provides not just the looks of a high end vehicle but the safest lighting for safe traveling. Unlike handed- down vehicles Audi provides a combination of class, luxury, and the safest selection to keep you and loved ones safe. Audi is not only committed to provide its consumers with topnotch service but it has also taken measures to separate itself from the competition. Audi is improving all of its vehicles by providing LED lighting on all its vehicles as part of its standard package.Audis positioning statement carries words such as luxury, safe, traveling, family which will always come to mind for those searching for a vehicle to purchase. Audis statement is targeting families, those that travel a lot, those that enjoy the luxury of a vehicle but at the same time want to keep themselves and loved ones safe. The consumers spoke and Audi listened. Their position statement is meaningful, important, and convincing to its customers, not just to the company. The Audi brand will deliver on this promise and continue to earn the trust and take note from consumers.ReferencesAnonymous. Staying ahea d by meeting changing consumer needs. Business Case Studies A Heinz case study. Retrieved August 2, 2014 from http//businesscasestudies.co.uk/heinz /staying-ahead-by-meeting-changing-consumer-needs/the-product-mix.htmlaxzz39FCRkOTR overtake Darkness. LED technologyThe vision of LEDView the LED experience. Retrieved August 2, 2014 from http//www.audileds.com/Idea connection (2014). Audi looks to the future of car production. http//www.ideaconnection.com/open-innovation-success/Audi-Looks-to-the-Future-of-Car-Production-00392.html Retrieved August 1, 2014Kotler, P., Keller, K. (2012). Marketing Management (14th Ed.). Upper Saddle River, NJ Prentice Hall.Models. Retrieved August 2, 2014 from http//www.audiusa.com/modelsNovak, T. P., DeLeeuw, J., MacEvoy, B. (2011). immensity curves for evaluating market segmentation. Department of Statistics, UCLA.