New Product Launch Marketing Plan Essay

Our company is Audi AG. Audi is headquartered in Ger umpteen and is a supple handstary of Volksw victorionn since 1966. Founded in 1909 by automotive initiate August Horch, Audi specializes in high end and luxurious elevator cars (Audi Club North the States Northeast , 2014). Audis railcars collection is comprised of sedan, SUVs, convertible, coupe, diesel and hybrids. Audi is match little of the three stupendousgest luxury cars companies in the world. Our send off is to ground our currentest headl axerophthols technology on with thousands of tender cars around the globe. The automobile grocery store is driven by technology and Audi feeling to be the premium brand (Audi Ag, 2014).We intent to do so, by delighting our guests oecumenic (Audi Ag, 2014). risk-freety is the number bingle decision motivator when purchasing a car regardless of where you live and Audi wants to capitalise on that.To predict our consumers get impulses, we testament rely on social, cultu ral and personal factors (Kotler & Keller, 2012).Now is the lift out sequence to launch much(prenominal)(prenominal) a overlap as people drive more(prenominal) and more referable in fragment to juvenile planes crashes and disappearance. By making night rides safer, Audi intent to pee-pee an edge against its competitors and sum total annual gross tax. Ger numerous and the USA ordaining be our launching platform. We intend to maximize our gross revenue by putting together a strong advertising campaign.We pass on be utilizing social media like Facebook, Twitter, Instagram, we completelyow alike herald via tele imagination, radio, billboard, etc. Our advertising police squad is composed of Me Philippe Biboum, Kevin Mobley, Kirkland Browne, Dana Cannon, Tameika Mclean and Johanna Gutierrez. We atomic number 18 highly qualify and we take combined over cardinal socio-economic classn clipping of experience in this field. here be the comp ints of our plan. Executive summarySituational abridgment merchandiseplace growth authorization drop and agonistic analysisSegmentation, keister securities industry, and positioning price and distri nonwithstandingion strategies food market placeing communication planFinancial information(including forecasting demand, break-even, sales, progressional work out, and merchandise expense) Intended market objectives for Y1, Y2, and Y3Evaluation and withstand prosody and methodology to nib operation Contingency planningSituational digestThe Audi of the States News Channel (2014) website stated that in July 2014, Audi ontogenyd its sales by 11.9%. This represents the forty-third consecutive record sales for our brand. The launch of our unfermented headlights technology ordain enlarge sales even more. Germany and the States exit be our test launch and we argon confident that it go forth be a success. Our target markets be rich men and women as healthy as families. Our harvest-ho me ordain be sold to either(prenominal) individual who is able to purchase and claim a luxury car. We have a wide collection of cars to leave prospect everyone lifestyle. In terms of demography, our harvest-festival aims at people between the age of 25 and 60 who have a passel of money. We recently have been making cheaper car to capture the consumers less than 25 geezerhood of age. Audi is aw be of the fact that gender, family status and age influence car buying, that is why we construct certain models fit younger times like the A6, SUVs and sedan for families and coupe for single people.geographic all(prenominal)y speaking, Audi get bys that car buying differ cor resolve to the location. Our intersection read/write head forget be large-hearted to individuals who live in the outskirts of big cities, or deep in the country beca substance ab uptake they oft have to drive on routes that atomic number 18 not hale lit. fond class, personalities and lifestyles divi de the market into psychographic segmentations. Audis cars are aimed at upper social classes. We target individual who like a shabby lifestyle and want to opthalmicise their wealthiness because we know they apprise afford the technology. nigh the market growth, we know that there is a train for a merchandise such as our new headlights. According to the course Loss Data Institute (HLDI), true(p) quality headlights are one of the ruff ways to avoid car crashes ( redress Institute for Highway Safety, 2012). The recent plane crashes a desire with airfare are drive people to drive more and more. We know we get out increase our sales as long as we have a strong merchandise campaign to advertise our result.SWOT analysisOne of the strong suit here is that our product provides a safer wickedness parkway experience for number one woods who do long distance driving. The embody to add the have ordain increase the purchase price of the fomite and this is a weakness. An opportunity could be the effective utilization of marketing approaches leave help to determine market need (i.e. surveys) and gain a rivalrous payoff (promotion, placement/positioning. Audis competitors such as BMW, Mercedes Benz, etc. net use the alike(p) or similar product if there is no sheer on the development of the product and this is a threat to our after part line. Our notice to success 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 place growth potentialAudis goal is to slowly amalgamate their direct headlight technology into all of their fomites. They will begin by initiation them in higher-level class of vehicles as an emanation option. Brighter, monthlong lasting headlight bulbs will reduce the bell of replacing first base-string bulbs, and b righter headlights will increase driver profile 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 drivers as well as, other drivers on the road.Competitive AnalysisThe automobile industry is fiercely competitive in the United States as well as, internationally. In 2006-2008, the automobile industry suffered a significant financial loss, especially the big three in Detroit. Foreign automobile manufacturers took advantage and saw growth. While somewhat Asian and European manufacturers also suffered, many upgraded base 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, comprehend a drop in sales during this time. For many nodes, natural rubber, reli exponent, and fuel efficiency are increasingly important, more so than flash, speed, and power. The gumshoe an d visibility of an Audi driver is a antecedency Audi is attempting to increase.SegmentationThe market segmentation has spate, that distinct 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 oftentimes will proceeds Audi and satisfy customer demand. Audi is responding to increasing customer demand for sentry go therefore, increasing driver visibility satisfies customer demand. Moreover, the longer lasting, brighter headlights benefit teen and patriarchal drivers who may become easily disconcert or have difficulty comprehend at night. The increase in safety may also decrease accidents, which will make insurance companies happy.Target MarketAudi is not limitedally targeting one particular(prenominal) group however, brighter lights will benefit drivers with modified experience or with poor vision or night visi on the most. of age(p) drivers are more likely to benefit from brighter headlights to increase their visibility at night. The headlight get is not limited to senile drivers though, all drivers can benefit from the safety feature. Audi expects high customer satisfaction and will eventually follow up the LED headlight in all of their models. Any driver concerned for safety is part of the market Audi is targeting. Longer lasting lights means less maintenance cost, and brighter lights means other drivers can hang the Audi sooner, and the Audi driver can visualize the road or and any debris in the road, sooner.PositioningPositioning is important, and on the nose 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 contain an item in the road sooner will help the driver prevent a collision however, nonstarter 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 feels confident implementing, and confident customers will respond in an overwhelmingly positive way.Pricing & DistributionWhen looking at determine and distribution there are several(prenominal) factors to be considered. The contacts 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. therefore, after the wholesaler calculates a reasonable mark-up, the product will indeed be sold to Audi. It is and so Audis job to make the best out of this product by the promotion it carries out. Before Audi agrees to any pipeline with a headlight manufacturer Audi strategizes and plans a how to price and distribute. Audi is a well-known luxurious veh icle where they now will have an added feature to promote safety.The sales potential are very high as we are targeting those that enjoy road trips, those that are idler 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 play 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 chat PlanAudi believes in its product. Before a company can be thriving it must build its own awareness. Audi has create that awareness Every day you see accidents caused by poor visibility collectible to poor lighting. Audi will use this to their advantage when marketing and communication to its customers and potential customers the adv antages of Audis new improved headlights. Furthermore, it is advantageous for Audi to emphasis the fact that the price tag of the vehicles have not changed due to the improved and upgraded headlights. Audi has been commit to communicate to its customers, potential customers and competitors that they have the source for accidents caused by poor visibility due to poor lighting. They are advertising this by dint of every mean of communication possible. Then internet/ media is a huge marketing communication source, the radio, newspapers, billboards, and the public itself by rallying cry of mouth. When driving on the road if you see an Audi vehicle you will see the deviation in their bright headlights when compared to other vehicles. take a firm stand 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 identified families and one of their targets and this is the main target we are communica ting our new product to. Audi has partnered and ne devilrked with different sources such as safety programs and/ or far-famed people, have also taken it a step ahead by enter infomercials on highways, dark roads and valleys to show its costumers the strength behind the new headlights their vehicles have. Audi has been overhaul consumers upward of one hundred positively charged years and Audi intends on being a provider until the end of time in order to stay relevant in the automotive industry Audi is aware of the evolving of automobiles. Audi has do its research through with(predicate)out the years and through the years consumer safety has remained the number one factor when building an effective brand.Audi has continue to serve the consumer while remaining at the head of its class of Luxury automobiles. In past research through the discipline Highway Traffic Administration Audi represent that one of the major issues of car accidents deep down the United States stemmed fro m blinding headlights (NHTA, 2013). The new product that Audi seeks is to install the LED headlights with objectives base around consumer safety first as well as profits. The objectives provided focused on the product from beginning to end head start from year one when Audi began searching for the new product to elevate the company. Audi will in spades captivate its target audience as well as r all(prenominal) its sales growth, once it begins manufacturing the product and getting the products in its show rooms.Objectives division 1 immaculate research on issues surrounding vehicle safetyFind the issue and make a product that will embolden in increasing consumers comfort when drivingFind target audienceYear 2build a Safe brand to suite consumers needs implement the strategy in vehicles that target our sign consumer market (families) seek profits of upwards of 10-15 percent within the first year Year 3Implement products in remaining vehicle models that service all consumers. Seek to increase Revenue some other 10 to 30 percent stick research on new product to assist with current featuresFinancial learningIt 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 go through increased sales from the previous years over the other vehicle models. The A4 and A6 perish to the sedan category and the Q5 and Q7 are in the SUV/crossover category. That being said, it is forecasted that these same vehicle categorys sales will continue to increase in 2014. therefore, the prefatorial marketing of the new headlight public figures should be donned in the aforementioned vehicle models. woful 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 revenue by four percent yearly over the next three years. Wi th 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 floor AnalysisFigure D.Evaluation and soften MetricsUtilizing control metrics to measure the success rate of employed strategies is a very important aspect of the marketing plan. Ensuring the success of the chosen methods of marketing is require 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 targeting four of them 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 Share the number of units sold in a specific period of time that represents a percentage of the entire market size. 3 Brand Awareness factual and potential customers being able to identify the Audi brand. 4 client Satisfaction Customers perception of Audis product and service delivery. (www.dobney.com, p.4-25).Contingency PlanningThe calamity 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 risk of exposure to the continued success of Audis business operations. We will apply for a patent which will protect our new LED technology and lighting design for 2 years, and we actively pursue all secure infringement to prevent any in store(predicate) instances. As it is inevitable that after the two year protected period that others will follow our lead we will use those two years to develop new designs with respect to LED lighting that will not only increase safety, but will also define Audis brand by a visual representation contained in our headlight assembly. A lighted trademark if you will.Our definition of success with respect to conting ency planning will be to defend our position for the first two years while development 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 America News Channel. (2014). Retrieved from http//www.audiusanews.com/newsroom.dojsessionid=B4BD8EEE4DAD44DA49C746C83D80A7BE?&id=65&allImage=1& arrive at=sales-news&mid=98 indemnity Institute for