This document provides a marketing plan for a new interactive multitask showcase product called the Jewel Experience. The plan includes an introduction outlining the project launchers and motivations. It then covers an external and internal analysis, target market selection, product description, goals, marketing strategies, and budget. The key aspects are developing an innovative technological product for the German jewelry market that provides holistic solutions for jewel retailers through interactive displays. The overall vision is to use new technologies to create a differentiated product and connect researchers and traders to help customers buy better.

1. NEW PRODUCT MARKETING PLAN:
INTERACTIVE MULTITASK SHOWCASE
JEWEL EXPERIENCE
By Pere Agustí Cabedo
Tutor: Jaume Llorens Monzonís
Degree in Business Administration and Direction
Fourth year, 2013/2014

3. GRATEFULNESSES
Thanks Dani for giving me this opportunity,
Jaume for helping in every possible way, and
Delfina and Teresa for putting up with me
during these months.

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INDEX OF CONTENTS
1. INTRODUCTION .............................................................................................................................4
1.1. EXECUTIVE BRIEF..............................................................................................................................4
1.2. PROJECT LAUNCHERS ........................................................................................................................4
1.3. MOTIVATIONS.................................................................................................................................5
1.4. SCOPE OF THIS PROJECT.....................................................................................................................6
2. MISSION........................................................................................................................................7
3. VISION...........................................................................................................................................8
4. EXTERNAL ANALYSIS......................................................................................................................9
4.1. MACROENVIRONMENT......................................................................................................................9
4.2. MICROENVIRONMENT.....................................................................................................................11
5. INTERNAL ANALYSIS ....................................................................................................................14
5.1. COLLABORATIVE WORK: INTERNAL ORGANISATION................................................................................14
5.2. INNOVATION DIMENSIONS OF THE PROJECT .........................................................................................14
5.3. INTERNAL DIAGNOSIS OF PARTICIPATING COMPANIES.............................................................................15
5.4. STRATEGIC INTERNAL GLOBAL PROFILE................................................................................................17
5.5. COMPETITIVE ADVANTAGE...............................................................................................................18
6. COMPETENCE ANALYSIS ..............................................................................................................19
6.1. COMPETITOR’S IDENTIFICATION ........................................................................................................19
6.1.1. Identification of competitors by levels of competence.....................................................19
6.2. COMPETITORS ANALYSIS..................................................................................................................20
6.2.1. Current sold products and developments.........................................................................20
6.2.2. Analysis of marketing activities........................................................................................22
7. SWOT ANALYSIS ..........................................................................................................................27
7.1. STRENGTHS...................................................................................................................................27
7.2. WEAKNESSES ................................................................................................................................28
7.3. OPPORTUNITIES.............................................................................................................................28
7.4. THREATS ......................................................................................................................................28
8. SPECIAL FEATURES OF B2B COMMERCE, TARGET SELECTION AND TARGET NEEDS
SPECIFICATIONS...................................................................................................................................30
8.1. SPECIAL FEATURES OF B2B COMMERCE..............................................................................................30
8.2. TARGET SEGMENTATION AND SELECTION. ...........................................................................................30
8.2.1. Segmentation criteria.......................................................................................................30

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8.2.2. Description of the resulting segments, selection and assessment of target. ...................31
8.2.3. Hedging strategy..............................................................................................................32
8.3. TARGET NEEDS SPECIFICATIONS.........................................................................................................32
9. DESCRIPTION OF PRODUCT CHARACTERISTICS. ...........................................................................34
10. GOALS SPECIFICATIONS...........................................................................................................36
11. MARKETING STRATEGIES.........................................................................................................37
11.1. PRODUCT STRATEGY .......................................................................................................................37
11.2. PRICING STRATEGY .........................................................................................................................37
11.3. PLACE AND DISTRIBUTION STRATEGY ..................................................................................................37
11.4. PROMOTION AND COMMUNICATIONS STRATEGIES................................................................................38
12. MARKETING MIX ACTIONS AND CONTROL ..............................................................................39
12.1. ACTIONS FOR GOAL 1: GET A 10% MARKET SHARE IN THE GLOBAL GERMAN JEWELLERY MARKET AND WE WOULD
LIKE THE 20% OF GERMAN JEWELLERS TRY THE PRODUCT....................................................................................39
12.2. ACTIONS FOR GOAL 2: GAIN NOTORIETY AND PRODUCT KNOWLEDGE ABOUT 40% OF OUR TARGET ................43
12.3. ACTIONS FOR GOAL 3: CREATE “CATEGORY NEED”................................................................................45
12.4. ACTIONS FOR GOAL 4: CREATE CONTACTS AND RELATIONS WITH CUSTOMERS AND POTENTIAL CUSTOMERS AND
GET INFORMATION ......................................................................................................................................45
12.5. ACTIONS FOR GOAL 5: GAIN 85% OF SATISFACTION OF OUR CUSTOMERS ..................................................46
13. ESTIMATED COMMERCIAL BUDGET.........................................................................................49
14. TIMING OF THE MARKETING PLAN..........................................................................................52
15. RESULTS AND CONCLUSIONS...................................................................................................56
16. INDEX OF TABLES AND FIGURES ..............................................................................................57
17. REFERENCES ............................................................................................................................58
18. CONSULTED BIBLIOGRAPHY ....................................................................................................59

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1. INTRODUCTION
1.1. Executive brief
Since the last 6 months I’ve been preparing this marketing plan in order to orchestrate
how to succeed in the market with a new technological product, which needs to be
developed following the characteristics written here. A new product will be developed to
bring holistic solutions for jewel retailers in Germany at first, then worldwide. For this,
we had to do an analysis of both internal and external situation in Europe and inside
the project, and an analysis of our target. Then another analysis needs to be done,
competence, in order to know our potential competitors and how they do everything.
We have an extraordinary opportunity to exploit an unattended segment and the
possibility to reach our principal objective, which is to get a 10% of market share of our
target.
In order to achieve this, we have worked in develop good marketing strategies: an
extraordinary and high quality technological product; an innovative and attractive way
of charge; a direct and controlled distribution channel; and a rational and focused in our
solutions communication.
Following the further actions in this text, dominated by the communication mix, and
also following the timing of the campaign, this project has more and more possibilities
to obtain the success we all desire.
1.2. Project launchers
The original concept of the project you are reading now has its origin in Daniel Serrano,
the co-founder of Double Experience Solutions Company. This company works in the
development of solutions for retail businesses based on interactive marketing
technologies. It produces large screens within a specific application personalized for
each retail business, which helps the companies to sell through helping the customer to
get personalized products which fit them correctly and reducing physical storefronts
and stocks. This makes buying products an extraordinary experience for customers.
Nowadays, Double Experience is working in two different retail sectors: jewellery and
decoration sectors. In fact, Daniel Serrano participates actively in the jewellery German
sector looking for potential customers and attending shows and events in this country
to get Double Experience products known.

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Daniel Serrano has technological education which is supplemented with Business
education and entrepreneurial experience.
The main developer of the current project is its author, Pere Agustí, who is assisted
and tutored by Daniel Serrano and Jaume Llorens, his teacher and tutor at Universitat
Jaume I. This is caused by Pere’s academic education in Business management and
Marketing. This vision is of paramount importance in order to devise a new product and
to evaluate its potential commercialization and its specific characteristics to cover and
satisfy the target needs.
1.3. Motivations
During the process Daniel has been analysing and contacting potential customers in
Germany, and analysing the scientific park ESPAITEC placed in Universitat Jaume I in
Castelló. In the meantime he has discovered an opportunity to develop a new product
using the technology developed there. And what is more, it seems that German
jewellers are able to acquire these innovative technologies so as to making
improvements in their business and increasing sales.
So, the main motivation of this project is to orchestrate a common one among the
ESPAITEC companies and their technological advances to develop a product that
becomes an integral solution for German jewellers, and even more, a solution for the
world jewellers.
This project is focused on cover a specific need in a specific industry, and for this is
necessary to develop a new product as a holistic solution. In fact, the reason of
launching this project is to be the first introduction of a holistic solution with this kind of
innovation to market, and this motivates to work on the project. Getting a unique,
holistic, innovative and experiential product would be the positioning.
Another important motivation is to link the Research and Development advances with
common people and companies, making the whole buying process better through
creating experiences for customers and solutions for businesses. At last, launchers of
the project think that it is vital to take advantage of the new discovered technologies.
That is because there is an existing real problem in Research and Development, that is
that hardly is often applied many of the technological advances trade creating better
shopping experiences for the final customer.
Finally, it is important to report that in this paper we are trying to devise this product
and its commercial needs and actions by now.

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1.4. Scope of this project
The scope of the project is completely international. There will be not segregation by
countries, but at first this product is going to be launched in a national industry, in
Germany.
As we have said, the future of the project is to bring an integral solution for, initially,
jewellery industry, and then for others industries around the world. The main objective
is to create a new product combining new technologies based in hardware and
software. This allows the project to introduce in other industries by modifying the
software expanding the scope of application.

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2. MISSION
Understanding the mission as the reason, purpose or end for the existence of this
project, it seems important to define it.
In this case, the Mission can be defined as follows:
“Connecting and taking advantage of new developed technologies to help traders to
sell and customers to buy better”
In this way, technology and innovation are the centre of a community of researchers
and entrepreneurs that pretend to bring innovation to companies and experiences to
customers.
This Marketing Plan tries to bring the commercial opportunity to this community to
understand how to link “real-life” companies with the “future” technology and, at the
same time, how to make this connection adequately to bring good moments and
provide an easier way to acquire the correct products.
Maintaining a holistic vision of the process will help to get this mission: how to satisfy
the needs, how to produce, how to astonish as well as possible the final customers with
an unsurpassable value proposition.
Likewise, this project suggests some challenges to be overcome like this:
- How to link technology and people
- What specific characteristics have to have the final product
- How to get this product to retail businesses and industries
- How to ensure the right experience, such as being a positive and not a negative
experience
This challenges will be overcome satisfactorily by having the brightest and best
decisions determining what marketing strategy follow and combining the best Product,
Price, Place and Promotion actions as possible.

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3. VISION
At the same time, if we understand vision the way that the project should continue in
order to reach its mission, we can define it as follows:
“To use the technology available and its innovation in order to create a new product
completely competitive and differentiated ready to be used”
So the first step should be to examine the Research and Development environment to
determine who and how can collaboratively work on this project to get the correct
product ready to be commercialized and used. It is important too to create an internal
communication network among these companies and the administrations near them,
such as technological institutes, universities, institutions to promote trade and
government agencies of foreign trade, which can help to get that mission.
Transversely it has to be taken the correct marketing decisions and planning their
implementation as said before. Otherwise, implementing correctly these decisions will
make the difference in getting success or not.
Finally, it will be necessary an effort in the technological part of the process to get the
product correctly and it will be required constant technology improvements to maintain
getting better the product.