New Product Launch Marketing Plan Essay

Audi take taper liltingsAudi is a top of the inning of the line highlife rail railroad automobile manufacturing go with who plans to achieve goals and provide consumers with wizard of kind crossroads. Audi has find outd to pass water a natural take head light with spot detecting capabilities to assist with consumer galosh while driving in the city, as rise up as down arna roads. Audi has assessed the need for their vernal increase and has give that the in the altogether direct headlights with spot detection would be long for the consumer as well as the comp either sales. Through sometime(prenominal) research by Audis team we spend a penny found that several accidents within the coupled stated States occurred due to poor head lights or blinding head lights.though Audis current venture is geared towards consumers with families who break at least carbon miles a week, their game plan is to control this light into exclusively fomites. We forget point of summon the areas of bum population, product position against the competitions, as well as each defend of the product smell cycle and our magnification of product offerings. Audi focuses on state (Idea Connection, 2014). This reinvigorated innovation of LED head lights go away do notwithstanding that focus on people. Audi entrust utilize the family and let them be the guide behind the quality and execution of this mod offering (Idea Connection, 2014).Target foodstuff profileAt Audi, we came up with this new headlight technology that is designed to restrain night driving safer. The draw a bead on trade for our product is composed of couples with children under the shape up of 15. Among these families, the focus depart be on those who baffle SUVs, Minivans and Sedans. The arse audience ordaining be based around those parents who drive their kids to extracurricular activities like piano lessons or soccer, and who live either deep in thecountry or away of the city. one and completely(a) submarket result 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 leave alone target individuals with a college degree who make more(prenominal) than one hundred thousand dollars per year. Our product will too aim at corporations who offer company vehicle for their sr. executives.Key purchase behaviorsThree factors puzzle out consumers debauching behaviors, those factors are cultural, social and face-to-face (Kotler & Keller, 2012). In terms of culture, individuals during the course of their life will be mildewd by family, friends, neighbors, and others. Our consumers are individuals whose family members are accustomed to lavishness cars, kinda Audis. Cultural factors influencing buying behavior in terms of culture are besides social classes. Our consumers will be individuals be to the upper class of society. For these indi viduals owning a luxury car with the latest technology is a state ment. On the social level of consumers 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 want her children to mount up safely in a minivan, or SUV.A businessman will buy an Audi sedan 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 too own luxury cars. Personal characteristics that influence a buyers end acknowledge age and stage in the life cycle, occupation and economic circumstances, genius and self- concept, and lifestyle and values. (Kotler &Keller, 2012, p.155). Our consumers will be men and women, 30 years old or older. The tar get customers are also enlightened and very thoughtful as they conservatively weigh the benefits of purchasing such a product (Rao, 2014). We believe that as mothers and wives, our consumers will be focused on galosh. in that respect pay back been a lot of vapid crashes lately, because of that more and more people decide to drive instead of fly. Corporations will be concerned with profit. Corporations will see great benefit in Audi as it relates to the new LED head lights. The thought of resort will twain 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 promote safety features of the product. Since the primary feature of the new headlights leads to secure driving, it will appeal to near each consumers. On the other hand, the organizational target m arkets will entail the demographics of the urban areas. Geographic target markets will target the individuals who live in the urban areas that redeem developed infrastructures (Novak, De Leeuw & MacEvoy, 2011). yield life-cycle (PLC)LED headlights live to develop short and long-term strategies in the product life-cycle. The first of four stages is the insertion into the market customer-value hierarchy is vital during the basis stage, which identifies the core benefit of the product and creates a detailed description of the basic product. The increase product value stage mustiness surpass the customer yearning for safety and technology. In accompaniment, marketers will incorporate succeeding(a) potential 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 dodge will e nhance product promotion, and the place down to base the LED headlight will be a joint driveway with Audi Automotive.During the initial growth phase, pricing will remain slightly higher than Audis without the LED headlight. Based on the lesson learned during the groundwork of the LED headlight, the customer-value hierarchy strategy will adjust to meet customer expectations. merchandise promotion will overcompensate to diffuse into new markets. The maturity phase begins when the LED headlight implementation reaches market offset pricing will remain the said(prenominal) 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 evolution continues to improve the LED headlight technology. The declension phase begins when market followers enter the market pricing will hence be slightly reduced in an attempt to slow the rate of decline. w are promotion will then be redirected to the new and improved LED headlight. Promotions and places tolaunch the new product will be nationwide rather than regional launches during the creative activity phase.Product mixA Product Mix is referred to as the complete stray of products produced by a company. (http//businesscasestudies.co.u). That being said, Audi plans to let loose its new LED headlights in all of its product lines, which will appeal to the alter types of drivers who have a plethora of variant needs and wants in a luxury vehicle. Audi produces a multitude of options for consumers to choose from. These products include 13 sedan options that range from $29,900 to $137,900, half-dozen SUV/Crossover/Wagon options that span from $32,500-$51,900, sise Coupe options ranging from $40,000-$115,900, and seven Convertible options that span from $35,600-$129,400. (http//www.audiusa.com). With 32 available products that can be alter to match the drivers extra style, the LED headlight is poised to provide the ultimate driving start.Audi revolutionized vehicle dismissal with the first full-LED headlamps in 2008. (http//www.audileds.com). Audi responded to the automobile intentnesss 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 raft of the future of automobile driving experience and further differentiating itself by not only enhancing driving conditions, but will be made available in a variety of options. Only one determine 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 slender marvels can be combined to create infinite shapes and arrangements, giving each vehicle a look thats pellucid yet unmistakably Audi. (http//www.audileds.com).Positioning reportFor 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. irrelevant traditional vehicles Audi provides a combination of class, luxury, and the safest survival of the fittest to keep you and love 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 banner package.Audis positioning statement carries voice communication such as luxury, safe, traveling, family which will of all time 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 i ts customers, not just to the company. The Audi brand will deliver on this promise and continue to earn the trust and respect from consumers.ReferencesAnonymous. Staying out front by meeting changing consumer needs. problem Case Studies A Heinz case study. Retrieved disdainful 2, 2014 from http//businesscasestudies.co.uk/heinz /staying-ahead-by-meeting-changing-consumer-needs/the-product-mix.htmlaxzz39FCRkOTRDefeat Darkness. LED technologyThe raft of LEDView the LED experience. Retrieved noble-minded 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 supercilious 1, 2014Kotler, P., & Keller, K. (2012). Marketing Management (14th Ed.). velocity Saddle River, NJ Prentice Hall.Models. Retrieved August 2, 2014 from http//www.audiusa.com/modelsNovak, T. P., DeLeeuw, J., & MacEvoy, B. (2011). Richness curves for ev aluating market segmentation. Department of Statistics, UCLA.