New Product Launch Marketing Plan Essay

Audi light-emitting diode headlightsAudi is a top of the line extravagance car manufacturing confederation who plans to arrive at goals and provide consumers with one of kind growths. Audi has decided to create a brand- unexampled-fangled conduct head light with spot detection capabilities to assist with consumer precaution while driving in the city, as well as downwardly country roads. Audi has assessed the need for their new return and has found that the new guide headlights with spot detection would be great for the consumer as well as the company sales. Through past research by Audis team we fox found that several accidents within the United stated States occurred due to vile head lights or blinding head lights.Though Audis current profess is geared towards consumers with families who travel at least carbon miles a week, their game plan is to incorporate this light into exclusively vehicles. We pass oning talking to the areas of fundament population, product position against the competitions, as well as each(prenominal) stage of the product life cycle and our expansion of product offerings. Audi focuses on passel (Idea Connection, 2014). This new innovation of lead head lights allow for do merely that focus on people. Audi leave alone utilize the family and let them be the guide behind the quality and performance of this new offering (Idea Connection, 2014). stooge market profileAt Audi, we came up with this new headlight engineering science that is designed to make night driving estimabler. The target market for our product is composed of couples with children under 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 live both deep in thecountry or outside(a) of the city. One submarket will be those who live within the city and like t o 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 period 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 aged executives.Key buying behaviorsThree factors influence consumers buying behaviors, those factors are cultural, accessible and personal (Kotler & Keller, 2012). In terms of culture, individuals during the course of their life will be influenced by family, friends, neighbors, and otherwises. Our consumers are individuals whose family members are accustomed to luxury cars, preferably Audis. heathenish factors influencing buying behavior in terms of culture are also societal 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 statement. On the social level o f 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 deprivation her children to ride safely in a minivan, or SUV.A man of affairs will buy an Audi public house because it is a luxury car and it control others what social class he belongs to. Our target consumers are influenced by rank and file groups. One example is an individual who buys a luxury car to break down in with others in hos social circle who also own luxury cars. Personal characteristics that influence a buyers decision involve age and stage in the life cycle, occupation and economic circumstances, nature and self- concept, and lifestyle and values. (Kotler &Keller, 2012, p.155). Our consumers will be men and women, 30 years hoary or older. The target customers are also educated and very paying attention as th ey 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. on that point start out been a lot of plane 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 safety will both save the company money, attract eager and loyal employees,as well as interpret a strong impression on both competitors and new clients. conclusiveness motivators for consumer/organizational 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. Geog raphic target markets will target the individuals who live in the urban areas that have essential infrastructures (Novak, De Leeuw & MacEvoy, 2011).intersection life-cycle (PLC)LED headlights continue to develop short and long-term strategies in the product life-cycle. The first of four stages is the introduction into the market customer-value hierarchy is vital during the introduction stage, which identifies the core benefit of the product and creates a detailed exposition of the basic product. The augmented product value stage must glide by the customer yearning for safety and technology. In addition, marketers will incorporate incoming potential product growth. The product design can be co-ordinated into any Audi vehicle during the manufacturing process. The LED headlight will be an provoke option, and pricing will be about higher than Audis without the LED headlight. A strong customer-value hierarchy strategy will enhance product progression, and the swan to soak up t he LED headlight will be a crossroads effort with Audi Automotive.During the initial growth var., pricing will remain close to 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 ad on the dot to meet customer expectations. Product progression will continue to expand into new markets. The maturity phase begins when the LED headlight implementation reaches market equilibrium 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 law enforcement reviews. Research and culture continues to improve the LED headlight technology. The decline phase begins when market chase enter the market pricing will then be slightly reduced in an attempt 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 nationwide 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 being said, Audi plans to unleash its new LED headlights in all of its product lines, which will appeal to the alter 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 choose 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 septet Convertible options that span from $35,600-$129,400. (http//www.audiusa.com). With 32 easy products that can be neutered to match the drivers neighborhoodicular style, the LED headlight is self-collected to grant the ultimate driving experience.Audi revol utionized 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 tint road conditions for all drivers. Audi continues to enhance its LED design, which is sure to darken its competitors muckle of the future of automobile driving experience and further 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 feature to create infinite shapes and arrangements, giving each vehicle a bear thats distinct yet unmistakably Audi. (http//www.audileds.com).Positioning statementFor you that egest hours behind the wheel, Audi is one in its luxury class that provides not just the looks of a high end veh icle but the safest lighting for safe traveling. Unlike traditional vehicles Audi provides a combination of class, luxury, and the safest selection to salve you and love ones safe. Audi is not only committed to provide its consumers with top strait 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 tru st and respect from consumers.ReferencesAnonymous. Staying ahead by meeting changing consumer needs. employment 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.htmlaxzz39FCRkOTRDefeat Darkness. 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