New Product Launch Marketing Plan Essay

Audi guide encephalonlightsAudi is a vertex of the line high life car manufacturing company who curriculums to achieve goals and impart consumers with ace of kind convergences. Audi has decided to create a upstart LED head light with spot espial capabilities to assist with consumer safety while effort in the city, as well as down country roads. Audi has assessed the consider for their unfermented product and has found that the recent LED headlights with spot detection would be great for the consumer as well as the company sales. through past research by Audis team we oblige found that some(prenominal) accidents within the United stated States occurred due to poor head lights or blinding head lights.Though Audis current venture is geared towards consumers with families who travel at least 100 miles a week, their game plan is to incorpo tempo this light into in all fomites. We leading address the areas of soft touch population, product position against the competi tions, as well as each face of the product life cycle and our expansion of product offerings. Audi tensenesses on people (Idea Connection, 2014). This natural innovation of LED head lights ordain do just that focus on people. Audi leave al unmatchable utilize the family and let them be the guide coffin nail the quality and performance of this crude offering (Idea Connection, 2014).Target market place writeAt Audi, we came up with this new headlight technology that is designed to defecate night driving safer. The target market for our product is composed of couples with children infra the age of 15. Among these families, the focus will be on those who drive SUVs, Minivans and Sedans. The target audience will be based around those parents who drive their kids to extracurricular activities like piano lessons or soccer, and who have it off either deep in the country or outside of the city. One submarket will be those who live within the city and like to travel outside t he city. These headlights are scoop suited for people who drive over 100 miles a day. In terms of income, we will target individuals with a college degree who make to a greater extent than one hundred thousand dollars per year. Our product will also engineer at corporations who offer company vehicle for their senior executives.Key buy behaviorsThree factors influence consumers buy behaviors, those factors are cultural, affable and personal (Kotler & vitamin A Keller, 2012). In terms of culture, individuals during the course of their life will be influenced by family, friends, neighbors, and others. Our consumers are individuals whose family members are accustomed to opulence cars, preferably Audis. Cultural factors influencing buying behavior in terms of culture are also social leveles. 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 statement. On the social aim of consumers buying behaviors, our target market will be influenced by factors such(prenominal) as reference groups, family, and social roles and statuses (Kotler & antiophthalmic factor Keller, 2012). Our consumers will be influenced by family members, for instance a mother will most likely essential her children to ride safely in a minivan, or SUV.A man of affairs will buy an Audi sedan because it is a luxury car and it give notice (of) others what social class he belongs to. Our target consumers are influenced by rank groups. One example is an individual who buys a luxury car to pop off in with others in hos social circle who also own luxury cars. Personal characteristics that influence a buyers decision accommodate age and stage in the life cycle, occupation and economic circumstances, character and self- concept, and lifestyle and values. (Kotler &Keller, 2012, p.155). Our consumers will be men and women, 30 eld old or older. The target customers are also educated and genuinely th oughtful as they carefully weigh the benefits of purchasing such a product (Rao, 2014). We believe that as mothers and wives, our consumers will be focused on safety.There have been a lot of plane crashes lately, because of that much and more people decide to drive instead of fly. Corporations will be refer with profit. Corporations will see great benefit in Audi as it relates to the new LED head lights. The thought of safety will both carry through 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/organizational target markets The primary decision motivators for buying the new headlights on the Audi car are the elevated safety sustains 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. ge ographical target markets will target the individuals who live in the urban areas that have developed infrastructures (Novak, De Leeuw & MacEvoy, 2011). carrefour life-cycle (PLC)LED headlights continue to develop soon and long-term strategies in the product life-cycle. The first of four stages is the introduction into the market customer-value power structure is vital during the introduction stage, which identifies the core 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 future potential product growth. The product design screw be incorporated into any Audi vehicle during the manufacturing process. The LED headlight will be an upgrade option, and pricing will be slightly high than Audis without the LED headlight. A strong customer-value hierarchy strategy will enhance product promotion, and the place to launch the LED headlight will be a joint effort with Audi Automotive.During the initial growth microscope stage, pricing will remain slightly higher than Audis without the LED headlight. Based on the lesson learn during the introduction of the LED headlight, the customer-value hierarchy strategy will adjust to go customer expectations. Product promotion will continue to expand into new markets. The maturity phase begins when the LED headlight implementation reaches market remainder pricing will remain 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 practice of law enforcement reviews. Research and development continues to improve the LED headlight technology. The decline phase begins when market followers enter the market pricing will then(prenominal) be slightly reduced in an attempt to slow the rate of decline. Product promotion will then be redirected to the new a nd meliorate LED headlight. Promotions and places to launch the new product will be comprehensive 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 world 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 necessitate and wants in a luxury vehicle. Audi produces a multitude of options for consumers to choose from. These products intromit 13 sedan options that range from $29,900 to $137,900, six SUV/Crossover/Wagon options that nosepiece from $32,500-$51,900, six 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 muckle be altered to match the drivers particular style, the LED headlight is poised to grant the ultimate driving experience.Audi revolutionized vehicle sparkle with the first full-LED headlamps in 2008. (http//www.audileds.com). Audi responded to the automobile industrys need to deviate how vehicle headlights affect road conditions for all drivers. Audi continues to enhance its LED design, which is trustworthy to darken its competitors vision of the future of automobile driving experience and foster differentiating itself by not only enhancing driving conditions, that 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 thunder mug be combined to create infinite shapes and arrangements, giving each vehicle a look thats distinct yet 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 traditional vehicles Audi provides a combination of class, luxury, and the safest plectron to keep you and loved ones safe. Audi is not only committed to provide its consumers with top notch service but it has also taken measures to start 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 spoken language such as luxury, safe, traveling, family which will always come to mind for those seek for a vehicle to purchase. Audis statement is targeting families, those that travel a lot, those that have a go at it the luxury of a vehicle but at the same age 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 compa ny. The Audi brand will deliver on this harbinger and continue to earn the trust and respect from consumers.ReferencesAnonymous. Staying ahead by impact changing consumer needs. Business Case Studies A Heinz case study. Retrieved swaggering 2, 2014 from http//businesscasestudies.co.uk/heinz /staying-ahead-by-meeting-changing-consumer-needs/the-product-mix.htmlaxzz39FCRkOTR get over 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). selling 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). Richness curves for evaluating market segmentation. Department of St atistics, UCLA.