Strategy for launching a new product in the Market
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This document provides a marketing presentation for a new shoe product called ZOWAQ. It includes the group members presenting, an outline of topics to be covered, and sections on launching the new product, slogans, buyer behavior, market situation, product review, competitors, SWOT analysis, marketing strategies, market entry strategies, branding, missions/visions, the marketing mix of product, price, place, and promotion, target market segmentation, and recommendations.
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The document discusses the concepts of market segmentation, targeting, and positioning. It defines segmentation as grouping consumers by certain criteria, targeting as choosing which consumer groups to sell to, and positioning as selecting the appropriate marketing mix for the targeted groups. The document then covers bases for segmenting markets like demographics, behaviors, and geography. It also discusses requirements for effective segmentation and strategies for target marketing and positioning a product to maximize competitive advantage.
Markets, Segmentation, Targeting
The document discusses market segmentation and positioning. It defines key terms like market, target market, and segmented markets. It also outlines different bases for segmenting consumer markets, including geographic, demographic, psychographic, and behavioral factors. Common segmentation strategies are described such as mass marketing, differentiated marketing, and niche marketing. Emerging strategies like one-to-one marketing, mass customization, and permission marketing are also summarized. The document concludes by discussing market positioning and different positioning strategies such as positioning by product characteristics, price-quality, use or approach, product user, and more.
Lecture 1 introduction to marketing
This document provides an introduction to key concepts in marketing, including:
1. The relationship between buyers and sellers, where buyers depend on sellers for goods and services they want and sellers depend on buyers for profits.
2. Definitions of markets, consumers, customers, and commercial markets.
3. The concepts of product orientation versus market orientation.
4. The key elements of promotion, advertising, public relations, publicity, and sales.
5. How needs, wants, and demands differ.
6. Several definitions of marketing and its core purpose of identifying and satisfying customer needs profitably.
Customer-Driven-Marketing-Strategy.ppt
This document discusses customer-driven marketing strategy and outlines the key steps: market segmentation, targeting, differentiation, and positioning. It defines market segmentation as dividing a market into distinct groups based on needs, characteristics or behaviors. The major bases for segmentation are described as geographic, demographic, psychographic and behavioral. Target marketing and various strategies like concentrated, differentiated and micromarketing are explained. The document concludes with a discussion of differentiation and positioning, emphasizing how companies position their products and image in the minds of customers.
Similar to Strategy for launching a new product in the Market (20)
Customer driven marketing strategy, creating value for target
Customer driven marketing strategy, creating value for target
Marketing segmentation, Needs , Basics of segmentation
Marketing segmentation, Needs , Basics of segmentation
Dr. Hassan Market Segmentation & Global Brand Strategy
Dr. Hassan Market Segmentation & Global Brand Strategy
Segmentation%2C%20Targeting%2C%20and%20Positioning[1].ppt
Segmentation%2C%20Targeting%2C%20and%20Positioning[1].ppt
Strategy for launching a new product in the Market
- 2. Marketing Presentation Group Members • Mohsin Ahmed MCF 1702517 • Sheikh Adeel MCF 1702536 • Zohaib Hassan MCF 1702512 • Waqas Ilyas MCF 1702391 • Ali Raza MCF 1702501
- 3. Out Lines • Launching a new product. • Current Marketing situation. • Swot Analysis. • Marketing strategies. • Missions or visions. • Marketing P’s • Marketing segmentations.
- 5. Launching A new Product ZOWAQ
- 6. Our Slogan Live Better feel comfortable
- 7. ZOWAQ Zowaq shoes gives your feet comfort every day. Zowaq is for every one. • We provide you a product which is cost effective, comfortable and attractive.
- 8. How do buyers currently go about buying ZOWAQ? The product is new. This is because customer have no knowledge. They are usually aware of benefits offered and top brands in the market .The purchase decision for such product is mostly planned
- 9. Current Marketing situation Market Description: • The potential target market of our product is very vast as it includes segments who invest in high quality brand as well as segments that purchase quality and economical product etc. Target Group: • Urban areas , Upper class , middle class.
- 10. Product Review It is an a innovation because it can be use in many ways. 1. Under suit
- 11. 2. Under National dress.
- 12. 3. With Casual dressing.
- 13. Our Competitors
- 14. Swot Analysis
- 15. Strength: • Economical. • Quality • Durability • Comfortable. • Attractive.
- 16. Weaknesses: • We are new in the market. • Tough competition means limited market growth
- 17. Opportunities • New product. • Still major market not tapped. • Variety in product.
- 18. Threats • Substitutes available. • Monopolies. • Economic Change. • Consumer Perception.
- 19. Marketing Strategy • Serving the spectrum of the market by selling differentiated product to different segments in the market. • Requirements: (a)Employ different combinations of price , product , promotion and distribution strategies in different segments (b) Top management commitment to embrace entire market (c )strong financial position.
- 20. Market Entry Strategy 1. Requirement: (a) Heavy promotion (b) Carefully evaluate strengths. (c) strong commitment to challenge market leader. (d) Ample resources. (e) Quality product. (f) Production capability. (g) Ability to create attention
- 21. Brand A brand is what they say it is.
- 22. Brand=Collectively, What People Say Feel& Think about your product, Service or Company
- 23. How to Build a Brand 1. Determine your Brand’s target audience. 2. Define a Brand mission. 3. Research Brands within your industry niche. 4. Research a Brand competitor. 5. Highlight quality & benefits your Brand offers. 6. Create Your Brand logo and tagline. etc
- 24. Our Missions or visions Our aims is to become a world wide known product in Shoe Making.
- 26. Product Focuses on what are you selling in the Market. It must be attractive and ability to capture the market.
- 27. Price Our prices are very Economical as compare to others. Our product Name Product size Price ZOWAQ Mens Starting from 599 Women Starting from 599 Childern Starting from 199
- 28. Others Product size Price Bata Mens Starting from 999 Service Women Starting from 999 Borjan Children Starting from 599 Prices of Others
- 29. Place • Urban Area. • Direct Selling • Shops.
- 30. Promotion • Advertising. • Sales Promotion. • Public Relation. • Personal selling • Directing Marketing
- 31. Target market segmentation • Age of the buyers( 17-50 years) • Individuals or Family Members. • Average Durability for 2 years approximately.
- 32. Types of segmentation • Geographic segmentation. • Demographic segmentation. • Psychographic segmentation. • Benefits segmentation.
- 33. Geographic segmentation • Divide the Market into different geographical units like Region , state countries or cities. Example: like Macdonald in American offers Ham Burger but they can not offers the same in Pakistan.
- 34. Demographic segmentation • Segmentation of customers based on demographic factors like age , income, gender , religion
- 35. Psychographic segmentation • Segmentation based upon your different personality trait , values , attitudes ,interests and life style of consumer. • Example : Get rid from buying many product Zowaq provide you 3 in 1 function.
- 36. Benefits segmentation Customer’s behavior will be positive towards the product because company tried to meet all the desired need and wants of its customers.
- 37. Recommendations We recommend ZOWAQ Live better feel comfort