This document outlines a marketing plan for a new eco-friendly building material made from recyclable glass wine bottles, which will be developed into bricks and filler for construction. The plan emphasizes identifying the target market, managing the product life cycle, and developing a sustainable product mix, while also detailing marketing strategies and product differentiation. The overall goal is to successfully launch the product while promoting its environmental benefits and gaining customer loyalty.

1. Running Head: NEW PRODUCT LAUNCH MARKETING
PLAN, PART II
1
NEW PRODUCT LAUNCH MARKETING PLAN, PART II
9
New Product Launch Marketing Plan
Part II
Jennifer Bailey, Veronica Delgado, Laurie Lessans, Collan
Marrs and Rebecca Russell
Marketing / MKT/571
December 1, 2014
Professor John Schaefer
Abstract
In the following paper, the authors will discuss the marketing
process of a new green building material made from basic glass
wine bottles. The team will discuss how to create a solid
marketing plan for the new product with an emphasis on
knowing your target audience, tracking and managing the
stages, and understanding how our product will be presented to
the consumer.

2. New Product Launch Marketing Plan
Introduction
Our company is in the beginning stages of marketing a new eco-
friendly building material, which will consist of recyclable
glass wine bottles. Our wine bottles will be made into bricks
and filler material to use in the construction of buildings.
Although the product is in its concept stage, our team has begun
to develop a marketing plan that will determine our target
markets interests in the product, how to track the stages of
development, the product concept and guarantees, as well as our
positioning statement
Target Market
Wine bottles are a product that can be sold to consumers around
the world, but before investing in advertising we need to make
sure that the target market is interested in investing. Aiming for
the right target market will expand our options for potential
buyers, customize our market profile, and will help target the
right audience.
Demographically, we need to educate ourselves in the industry
that would invest in wine bottles as fillers to build landscapes.
The fact that “our Government leaders have provided the
necessary financial incentives to help businesses to implement a
greener environment (Spors, 2012), works to our advantage in
producing a green alternative building material. It is our hopes
that the reaction we will gain from our new customers is
loyalty, based on the idea that they are supporting a company
that is eco-friendly. Looking to take our product internationally
is also on our priority list, since glass is 100% recyclable, many
low-income communities can benefit from materials that can be
recycled to produce more of the same product. This inexpensive
landfill item is becoming popular in some countries and is being
used to build homes, and economically glass wine bottles are an
excellent alternative. Reactions of local consumers are greatly

3. influenced by culture, social, personal and psychological
factors; In order to expand the wine filler industry, we will need
to make sure we understand our customers’ needs and wants.
Managing PLC Stages
Knowing and understanding our target market is the first step,
but keeping track of where a product is currently in their life
cycle allows for identifying what actions are necessary for the
product, price, and promotion and place (aka Four P’s). (Olsen,
2014). It is important to be able to keep a record of all actions
of the life cycle of the product as suggested in the chart below
(Olen, 2014).
Product Life Cycles have four stages being: Introduction,
Growth, Maturity and Decline. Considering the intentions of all
companies overall is to have positive return on investment,
continuously increase volume and make money, it is critical the
PLC (Product Life Cycle) focus is to make sure that
manufacturing maximizes sales and profits of their product at
each of the four stages. (PLC, 2014)
In order to manage each stage of the PLC companies must have
strategies effectively to meet the challenges that are faced
during manufacturing and thereafter in order to be successful.
Companies must start with the initial product development and
during this process also find funds in order to launch the
product. Tactical marketing and promotional approaches are
mandatory and necessary to change as changes in manufacturing
many occur. Ongoing information and feedback during the
product life cycle is effective and pertinent the product success.
During the introduction stage, ideas are passed around and once
the plan is established then research of the product and market
begins before development can start. Construction will begin
with design and prototypes via manufacturing. These will be
taken to market for testing using for example focus groups or a

4. small segment of consumers. Feedback will be provided and
analyzed and then once completed the product will be
introduced to the market and continue its Product Life Cycle as
long it deems profitable.
Product Mix
Our product mix or assortment will have to expand over time as
we are a new company and will not have the capital to develop
everything in the beginning. For a beginning product mix, we
will offer two main products. The first is the raw material
consisting of a wine bottle filled with sand and resealed and
used as raw material as building material filler. This could be
sold as cases of individual units that are used in the
construction industry as they see fit depending on their needs.
The second product we will offer would be concrete brick with
the wine bottles incorporated into the brick material so that they
could be palletized and sold as premade, ready for construction
products. The builder would have two different facades to work
with. The brick could be used with the top of the bottle facing
out, or with the bottom of the bottle facing out. This would
provide two unique designs for the builder while our company
would only be creating one product.
The line would be able to be expanded upon rather quickly by
changing the filling material in the bottles, changing the color
of the bottles, or changing the size and shape of the cement,
concrete, or various other existing housing material to create
different artistic elements for designers to work with.
Features and Benefits
By using recycled materials, we will be promoting our product
as a green material that is environmentally friendly. Using
empty, unfilled bottles will allow light to come through the
bottles increasing the use of ambient light and creating an even

5. larger market for our product and expanding our product mix.
The raw materials will be cheap and relatively easy to find in
any area that we want to base our operations. This widely
available resource will also allow us to expand into new areas
with relative ease, lessening the logistics problems that are
typically associated with heavy construction materials.
Branding
The product that will be produced by our company is basically
glass bottles. The US National Parks Service has determined
that glass bottle will take 1 million years to decompose in the
environment (US National Parks, 2014). This will give a great
tag line for this product. “Designed to last 1 million years” will
be a tag line that can be used by our sales staff to promote the
product and our brand.
Differentiation
The primary differentiator of our product from standard
building materials is the fact that it is environmentally friendly
and offers a new and exciting design element that does not exist
in the marketplace at this date.
Packaging and labeling
Since this product will be sold as construction material there
will not be as much need for packaging to be extravagant. The
manufacturer will want the product to be easy to open and build
with in the industrial construction setting so we will mainly
want it to have very sparse packaging that protects the contents.
Warranties and Guarantees
The warranty for this product should state that the bottle would
last in the environment without any undue abuse for 1 million
years. When housed in cement bricks or some other medium this

6. warranty will have to be modified to take into consideration the
abuse that it will incur due to the human element and the
cement/housing medium that is used to produce the construction
level blocks. Studies will have to be conducted to determine
what this warranty timeline would be.
Positioning Statement
The positioning statement for the product states the target
audience defines the industry, states the benefit of using the
product, and states how the company will deliver on the promise
of the product (Nielsen, 2014). It is necessary for a brand to
have these components in a positioning statement to clarify to
the market what the product is, how it will benefit them, and to
also ensure that the company as a whole has the same direction
and plan throughout the life of the product. One important
aspect of a positioning statement is the use of it when
determining marketing tactics. If the tactics decided upon
support the positioning statement, then they are correct.
Considering all of these factors, the positioning statement for
our product is the following: "Sustainable building materials
offered for economic minded and environmentally friendly
companies through the use of recycled materials".
Conclusion
In researching who to market our product too, we have
determined our product would benefit a large range of
consumers, and can appease the eco-friendly guidance of our
government. By selling a product that we have researched,
tracked, branded, and marketed successfully, we can ensure that
our customers will be satisfied with our end product.
References
n.d. (2014).Product Life Cycle Stages. Retrieved from

7. http://productlifecyclestages.com/product-life-cycle-examples/
n.d. (2014). U.S. National Park Service; Mote Marine Lab,
Sarasota, FL., Retrieved from:
http://des.nh.gov/organization/divisions/water/wmb/coastal/tras
h/documents/marine_debris.pdf
Nielsen, L. (2014). What is a brand positioning
statement?. Retrieved from
http://smallbusiness.chron.com/brand-positioning-statement-
3579.html
Olsen, E. (2014). Strategic Planning: The Cycle of Product Life
from Strategic Planning Kit
For Dummies, 2nd Edition. Retrieved from
http://www.dummies.com/how-to/content/strategic-planning-
the-cycle-of-product-life.html
Spors, K. (2012). Business, Not Government, is leading the
green movement. Retrieved from
http://smallbiztrends.com/2012/07/business-not-government-
leading-green-movement.html
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Affirmative action in the workplace
Since the 40 years, affirmative action in the workplace has
been, the hottest topic, in United States of America. Therefore,
there’re countless controversial debates based on it, but, why?

8. The main reason, for congress to pass the ‘’Title VII of the
Civil Rights Act of 1964’’ is to eliminate the workplace
injustice and discrimination based on color, religion, race,
gender, and national origin. As a pro Affirmative Action in
workplace, I strongly believe that, the laws, which have been
passed by the congress, aren’t the particular solution toward the
issue. However, it’s only delaying the issue, which may cause
greater complexity from top to bottom in the future. Moreover,
Affirmative Action in workplace is a highly complex problem
due to many factors. First of all, the main purpose of creating
Affirmative action plan in the workplace is, to avoid
discrimination, when hiring, and give the same opportunity to
every American citizen.
After my research on Affirmative action in the workplace,
as an international student, I have notice that, it’s harder for me
to see deeper issues in the society due to my limited time in the
country, however, I can undoubtedly vision that, it has been one
of the most controversial topic in today’s workplace. On the
other hand, there’re obvious improvements for lower income
and minority conditions comparing to historical events that
occurred in the workplace. Therefore, it’s extremely important
to analyze the both sides of the arguments to be able to provide
best result for the society overall.
Running Head: NEW PRODUCT LAUNCH MARKETING
PLAN, PART II
1
NEW PRODUCT LAUNCH MARKETING PLAN, PART II
2

9. New Product Launch Marketing Plan
Part II
Jennifer Bailey, Veronica Delgado, Laurie Lessans, Collan
Marrs and Rebecca Russell
Marketing / MKT/571
December 1, 2014
Professor John Schaefer
Abstract
In the following paper, the authors will discuss the marketing
process of a new green building material made from basic glass
wine bottles. The team will discuss how to create a solid
marketing plan for the new product with an emphasis on
knowing your target audience, tracking and managing the
stages, and understanding how our product will be presented to
the consumer.
Introduction
Our company is in the beginning stages of marketing a new eco-
friendly building material, which will consist of recyclable
glass wine bottles. Our wine bottles will be made into bricks
and filler material to use in the construction of buildings.
Although the product is in its concept stage, our team has begun
to develop a marketing plan that will determine our target

10. markets interests in the product, how to track the stages of
development, the product concept and guarantees, as well as our
positioning statement
Target Market
Wine bottles are a product that can be sold to consumers around
the world, but before investing in advertising we need to make
sure that the target market is interested in investing. Aiming for
the right target market will expand our options for potential
buyers, customize our market profile, and will help target the
right audience.
Demographically, we need to educate ourselves in the industry
that would invest in wine bottles as fillers to build landscapes.
The fact that “our Government leaders have provided the
necessary financial incentives to help businesses to implement a
greener environment (Spors, 2012), works to our advantage in
producing a green alternative building material. It is our hopes
that the reaction we will gain from our new customers is
loyalty, based on the idea that they are supporting a company
that is eco-friendly. Looking to take our product internationally
is also on our priority list, since glass is 100% recyclable, many
low-income communities can benefit from materials that can be
recycled to produce more of the same product. This inexpensive
landfill item is becoming popular in some countries and is being
used to build homes, and economically glass wine bottles are an
excellent alternative. Reactions of local consumers are greatly
influenced by culture, social, personal and psychological
factors; In order to expand the wine filler industry, we will need
to make sure we understand our customers’ needs and wants.
Managing PLC Stages
Knowing and understanding our target market is the first step,
but keeping track of where a product is currently in their life
cycle allows for identifying what actions are necessary for the
product, price, and promotion and place (aka Four P’s). (Olsen,

11. Erica). It is important to be able to keep a record of all actions
of the life cycle of the product as suggested in the chart below
(Olen, Erica)
Product Life Cycles have four stages being: Introduction,
Growth, Maturity and Decline. Considering the intentions of all
companies overall is to have positive return on investment,
continuously increase volume and make money, it is critical the
PLC (Product Life Cycle) focus is to make sure that
manufacturing maximizes sales and profits of their product at
each of the four stages. (December 1, 2014)
In order to manage each stage of the PLC companies must have
strategies effectively to meet the challenges that are faced
during manufacturing and thereafter in order to be successful.
Companies must start with the initial product development and
during this process also find funds in order to launch the
product. Tactical marketing and promotional approaches are
mandatory and necessary to change as changes in manufacturing
many occur. Ongoing information and feedback during the
product life cycle is effective and pertinent the product success.
During the introduction stage, ideas are passed around and once
the plan is established then research of the product and market
begins before development can start. Construction will begin
with design and prototypes via manufacturing. These will be
taken to market for testing using for example focus groups or a
small segment of consumers. Feedback will be provided and
analyzed and then once completed the product will be
introduced to the market and continue its Product Life Cycle as
long it deems profitable.
Product Mix
Our product mix or assortment will have to expand over time as
we are a new company and will not have the capital to develop

12. everything in the beginning. For a beginning product mix, we
will offer two main products. The first is the raw material
consisting of a wine bottle filled with sand and resealed and
used as raw material as building material filler. This could be
sold as cases of individual units that are used in the
construction industry as they see fit depending on their needs.
The second product we will offer would be concrete brick with
the wine bottles incorporated into the brick material so that they
could be palletized and sold as premade, ready for construction
products. The builder would have two different facades to work
with. The brick could be used with the top of the bottle facing
out, or with the bottom of the bottle facing out. This would
provide two unique designs for the builder while our company
would only be creating one product.
The line would be able to be expanded upon rather quickly by
changing the filling material in the bottles, changing the color
of the bottles, or changing the size and shape of the cement,
concrete, or various other existing housing material to create
different artistic elements for designers to work with.
Features and Benefits
By using recycled materials, we will be promoting our product
as a green material that is environmentally friendly. Using
empty, unfilled bottles will allow light to come through the
bottles increasing the use of ambient light and creating an even
larger market for our product and expanding our product mix.
The raw materials will be cheap and relatively easy to find in
any area that we want to base our operations. This widely
available resource will also allow us to expand into new areas
with relative ease, lessening the logistics problems that are
typically associated with heavy construction materials.
Branding

13. The product that will be produced by our company is basically
glass bottles. The US National Parks Service has determined
that glass bottle will take 1 million years to decompose in the
environment (US National Parks, 2014). This will give a great
tag line for this product. “Designed to last 1 million years” will
be a tag line that can be used by our sales staff to promote the
product and our brand.
Differentiation
The primary differentiator of our product from standard
building materials is the fact that it is environmentally friendly
and offers a new and exciting design element that does not exist
in the marketplace at this date.
Packaging and labeling
Since this product will be sold as construction material there
will not be as much need for packaging to be extravagant. The
manufacturer will want the product to be easy to open and build
with in the industrial construction setting so we will mainly
want it to have very sparse packaging that protects the contents.
Warranties and Guarantees
The warranty for this product should state that the bottle would
last in the environment without any undue abuse for 1 million
years. When housed in cement bricks or some other medium this
warranty will have to be modified to take into consideration the
abuse that it will incur due to the human element and the
cement/housing medium that is used to produce the construction
level blocks. Studies will have to be conducted to determine
what this warranty timeline would be.
Positioning Statement
The positioning statement for the product states the target

14. audience defines the industry, states the benefit of using the
product, and states how the company will deliver on the promise
of the product (Nielsen, 2014). It is necessary for a brand to
have these components in a positioning statement to clarify to
the market what the product is, how it will benefit them, and to
also ensure that the company as a whole has the same direction
and plan throughout the life of the product. One important
aspect of a positioning statement is the use of it when
determining marketing tactics. If the tactics decided upon
support the positioning statement, then they are correct.
Considering all of these factors, the positioning statement for
our product is the following: "Sustainable building materials
offered for economic minded and environmentally friendly
companies through the use of recycled materials".
Conclusion
In researching who to market our product too, we have
determined our product would benefit a large range of
consumers, and can appease the eco-friendly guidance of our
government. By selling a product that we have researched,
tracked, branded, and marketed successfully, we can ensure that
our customers will be satisfied with our end product.
References
2014, U.S. National Park Service; Mote Marine Lab, Sarasota,
FL., Retrieved from:
http://des.nh.gov/organization/divisions/water/wmb/coastal/tras
h/documents/marine_debris.pdf
Olsen, Erica. Strategic Planning: The Cycle of (Product) Life
from Strategic Planning Kit
For Dummies, 2nd Edition. Retrieved from
http://www.dummies.com/how-to/content/strategic-planning-

15. the-cycle-of-product-life.html
Product Life Cycle Stages (December 1, 2014). Retrieved from
http://productlifecyclestages.com/product-life-cycle-examples/
Spors, K. (2012). Business, Not Government, is leading the
green movement. Retrieved from
http://smallbiztrends.com/2012/07/business-not-government-
leading-green-movement.html