New Product Launch Marketing Plan Essay Example for Free

New Product Launch Marketing Plan Essay Our company is Audi AG. Audi is headquartered in Germany and is a subsidiary of Volkswagen since 1966. Founded in 1909 by automotive pioneer August Horch, Audi specializes in high end and luxurious automobiles (Audi Club North America Northeast , 2014). Audi’s cars collection is comprised of sedan, SUVs, convertible, coupe, diesel and hybrids. Audi is one of the three biggest luxury cars companies in the world. Our plan is to launch our newest headlights technology along with thousands of new cars around the globe. The automobile market is driven by technology and Audi intent to be the premium brand (Audi Ag, 2014).We intent to do so, by delighting our customers worldwide (Audi Ag, 2014). Safety is the number one decision motivator when purchasing a car regardless of where you live and Audi wants to capitalize on that. To predict our consumer’s buying impulses, we will rely on social, cultural and personal factors (Kotler Keller, 2012).Now is the best time to launch such a product as people drive more and more due in part to recent planes crashes and disappearance. By making night rides safer, Audi intent to gain an edge against its competitors and increase annual sales. Germany and the USA will be our launching platform. We intend to maximize our sales by putting together a strong advertising campaign. We will be utilizing social media like Facebook, Twitter, Instagram, we will also advertise via television, radio, billboard, etc. Our advertising team is composed of Me Philippe Biboum, Kevin Mobley, Kirkland Browne, Dana Cannon, Tameika Mclean and Johanna Gutierrez. We are highly qualified and we have combined over twenty years of experience in this field. Here are the components of our plan. Executive summary Situational analysis Market growth potential and competitive analysis Segmentation, target market, and positioning Pricing and distribution strategies Marketing communication plan Financial information(including forecasting demand, break-even, sales, promotional budget, and marketing expense) Intended marketing objectives for Y1, Y2, and Y3 Evaluation and control metrics and methodology to measure performance Contingency planning Situational Analysis The Audi of America News Channel (2014) website stated that in July 2014, Audi increased its sales by 11.9%. This represents the 43rd consecutive record sales for our brand. The launch of our new headlights technology will increase sales even more. Germany and America will be our test launch and we are confident that it will be a success. Our target markets are rich men and women as well as families. Our product will be sold to every individual who is able to purchase and maintain a luxury car. We have a wide collection of cars to will fit everyone lifestyle. In terms of demography, our product aims at people between the age of 25 and 60 who have a lot of money. We recently have been making cheaper car to capture the consumers less than 25 years of age. Audi is aware of the fact that gender, family status and age influence car buying, that is why we built certain models fit younger generation like the A6, SUVs and sedan for families and coupe for single people. Geographically speaking, Audi knows that car buying differ according to the location. Our product will be appealing to individuals who live in the outskirts of big cities, or deep in the country because they often have to drive on roads that are not well lit. Social class, personalities and lifestyles divide the market into psychographic segmentations. Audi’s cars are aimed at upper social classes. We target individual who like a flashy lifestyle and want to show their wealth because we know they can afford the technology. About the market growth, we know that there is a need for a product such as our new headlights. According to the Highway Loss Data Institute (HLDI), good quality headlights are one of the best ways to avoid car crashes (Insurance Institute for Highway Safety, 2012). The recent  plane crashes along with airfare are driving people to drive more and more. We know we will increase our sales as long as we have a strong marketing campaign to advertise our produc t. SWOT analysis One of the strength here is that our product provides a safer nighttime driving experience for drivers who do long distance driving. The cost to add the feature will increase the purchase price of the vehicle and this is a weakness. An opportunity could be the effective utilization of marketing approaches will help to determine market need (i.e. surveys) and gain a competitive advantage (promotion, placement/positioning. Audi’s competitors such as BMW, Mercedes Benz, etc. can use the same or similar product if there is no patent on the development of the product and this is a threat to our bottom line. Our key to success here is to respond to consumer demand by creating a product they want and need. That product is the new headlights technology. This product will separate us from our competition because it is an innovation, it will help save lives and increase our bottom line. Market growth potential Audi’s goal is to slowly integrate their LED headlight technology into all of their vehicles. They will begin by installing them in higher-level class of vehicles as an â€Å"upgrade† option. Brighter, longer lasting headlight bulbs will reduce the cost of replacing regular bulbs, and brighter headlights will increase driver visibility at night. Audi expects competitors to install similar devices in their vehicles; however, Audi believes their version is longer lasting, brighter and safer for Audi drivers as well as, other drivers on the road. Competitive Analysis The automobile industry is fiercely competitive in the United States as well as, internationally. In 2006-2008, the automobile industry suffered a significant financial loss, especially the big three in Detroit. Foreign automobile manufacturers took advantage and saw growth. While some Asian and European manufacturers also suffered, many upgraded base models to entice buyers to purchase their product. Automakers did what they could to gain the upper hand against their competitors. Audi was no different, seeing a drop in sales during this time. For many customers, safety, reliability, and  fuel efficiency are increasingly important, more so than flash, speed, and power. The safety and visibility of an Audi driver is a priority Audi is attempting to increase. Segmentation The market segmentation has spate, but distinct parts: geographical, psychographic, and demographic. Audi will use geographical sales statistics to determine where sales are highest. Introducing upgrades and changes to Audi vehicles to the customers who buy them more frequently will benefit Audi and satisfy customer demand. Audi is responding to increasing customer demand for safety; therefore, increasing driver visibility satisfies customer demand. Moreover, the longer lasting, brighter headlights benefit teen and elderly drivers who may become easily distracted or have difficulty seeing at night. The increase in safety may also decrease accidents, which will make insurance companies happy. Target Market Audi is not specifically targeting one particular group; however, brighter lights will benefit drivers with limited experience or with poor vision or night vision the most. Elderly drivers are more likely to benefit from brighter headlights to increase their visibility at night. The headlight feature is not limited to elderly drivers though, all drivers can benefit from the safety feature. Audi expects high customer satisfaction and will eventually implement the LED headlight in all of their models. Any driver concerned for safety is part of the market Audi is targeting. Longer lasting lights means less maintenance cost, and brighter lights means other drivers can see the Audi sooner, and the Audi driver can see the road or and any debris in the road, sooner. Positioning Positioning is important, and precise placement of the headlight translates to better driver visibility. However, regardless of how bright or long lasting the headlight is, defensive, non-distractive driving is key to reduce traffic accidents and avoiding road hazards. Moreover, the ability to see an item in the road sooner will help the driver prevent a collision; however, failure to pay attention to the road will increase the potential for at-fault accidents and collisions. While many discard some features as â€Å"unnecessary,† brighter, longer lasting headlights is a product Audi feels  confident implementing, and confident customers will respond in an overwhelmingly positive way. Pricing Distribution When looking at pricing and distribution there are several factors to be considered. The wholesaler’s will always calculate its prices by adding the cost of the product itself (headlights), wages involved in the production, the overheads and cost to deliver such. Then, after the wholesaler calculates a reasonable mark-up, the product will then be sold to Audi. It is then Audi’s job to make the best out of this product by the promotion it carries out. Before Audi agrees to any business with a headlight manufacturer Audi strategizes and plans a how to price and distribute. Audi is a well-known luxurious vehicle where they now will have an added feature to promote safety. The sales potential are very high as we are targeting those that enjoy road trips, those that are behind the wheel for extended amount of hours. Audi then has to reanalyze its decision and consider losses, what if this does not work, how this will impact our business, what are other cost effective routes we can take. These are all considerations Audi has to take into play if the brighter headlights for their vehicles do not create more sales. This is going to be considered as a standard on all of Audi vehicles, it is not an add on feature Audi plans of charging extra for. Marketing Communication Plan Audi believes in its product. Before a company can be successful it must build its own awareness. Audi has built that awareness! Every day you see accidents caused by poor visibility due to poor lighting. Audi will use this to their advantage when marketing and communicating to its customers and potential customers the advantages of Audi’s new improved headlights. Furthermore, it is advantageous for Audi to stress the fact that the price tag of the vehicles have not changed due to the improved and upgraded headlights. Audi has been dedicated to communicate to its customers, potential customers and competitors that they have the solution for accidents caused by poor visibility due to poor lighting. They are advertising this through every mean of communication possible. Then internet/ media is a huge marketing communication source, the radio, newspapers, billboards, and the public itself by word of mouth. When driving  on the road if you see an Audi vehicle you will see the di fference in their bright headlights when compared to other vehicles. Asserting the fact that you communicate with all of your customers and potential customers plays a vital part in how successful this will be. Audi has identified families and one of their targets and this is the main target we are communicating our new product to. Audi has partnered and networked with different sources such as â€Å"safety programs† and/ or famous people, have also taken it a step ahead by recording infomercials on highways, dark roads and valleys to show its costumers the strength behind the new headlights their vehicles have. Audi has been servicing consumers upwards of one hundred plus years and Audi intends on being a provider until the end of time in order to stay relevant in the automotive industry Audi is aware of the evolving of automobiles. Audi has done its research throughout the years and through the years consumer safety has remained the number one factor when building an effective brand. Audi has continued to serve the consumer while remaining at the head of its class of Luxury automobiles. In past research through the National Highway Traffic Administration Audi found that one of the major issues of car accidents within the United States stemmed from blinding headlights (NHTA, 2013). The new product that Audi seeks is to install the LED headlights with objectives based around consumer safety first as well as profits. The objectives provided focused on the product from beginning to end starting from year one when Audi began searching for the new product to elevate the company. Audi will definitely captivate its target audience as well as reach its sales growth, once it begins manufacturing the product and getting the products in its show rooms. Objectives: Year 1 Completed research on issues surrounding vehicle safety Find the issue and find a product that will assist in increasing consumers comfort when driving Find target audience Year 2 build a Safe brand to suite consumers’ needs  implement the strategy in vehicles that target our initial consumer market (families) seek profits of upwards of 10-15 percent within the first year Year 3 Implement products in remaining vehicle models that service all consumers. Seek to increase Revenue another 10 to 30 percent Begin research on new product to assist with current features Financial Information It is imperative that the financial outlook of Audi for 2014 is predicated on the prior performance drivers. In 2013, the Audi A4, A6, Q5, and Q7 experienced increased sales from the previous years over the other vehicle models. The A4 and A6 belong to the sedan category and the Q5 and Q7 are in the SUV/crossover category. That being said, it is forecasted that these same vehicle category’s sales will continue to increase in 2014. Therefore, the introductory marketing of the new headlight designs should be donned in the aforementioned vehicle models. Moving forward, the following financial data, to include forecasted demand, sales, break-even point sales/units, and marketing/promotional budget expense, shall represent the four top selling vehicle models. Audi is looking to increase revenue by four percent annually over the next three years. With the addition of the enhanced headlights, Audi believes the projected forecasts will be successful. Figures A – D illustrate the proposed forecasts for each vehicle. Figure A. Figure B. Figure C. Forecasted Break-Even Point Analysis Figure D. Evaluation and Control Metrics Utilizing control metrics to measure the success rate of employed strategies is a very important aspect of the marketing plan. Ensuring the success of the chosen methods of marketing is needed to determine if changes should be and/or can be made to increase revenue. There are a variety of metrics tools that can be used to benchmark marketing data, but identifying four of  them will suffice for this particular analysis. 1 Market Size – the number of units sold to a market in a specific period of time (1 year). 2 Market Share – the number of units sold in a specific period of time that represents a percentage of the entire market size. 3 Brand Awareness – Actual and potential customers being able to identify the Audi brand. 4 Customer Satisfaction – Customer’s perception of Audi’s product and service delivery. (www.dobney.com, p.4-25). Contingency Planning The contingency plan for Audi headlights is very simple. As headlights are already used on every make and model, these advances in technology are not the reinvention of the wheel. These changes propose no danger to the continued success of Audi’s business operations. We will apply for a patent which will protect our new LED technology and lighting design for two years, and we actively pursue all copyright infringement to prevent any future instances. As it is inevitable that after the two year protected period that others will follow our lead we will use those two years to develop new designs with respect to LED lighting that will not only increase safety, but will also define Audi’s brand by a visual representation contained in our headlight assembly. A lighted trademark if you will. Our definition of success with respect to contingency planning will be to defend our position for the first two years while developing a trademarked light design for all future Audi models. References Anonymous. Understanding market metrics. Retrieved August 17, 2014 from http://www.dobney.com/Research/market_metrics.htm AUDI AG. (2014). Retrieved from http://www.audi.com/corporate/en/company/corporate-strategy.html Audi Club North America Northeast. (2014). Retrieved from http://www.neqclub.org/about-us/audis-history.html Audi of America News Channel. (2014). Retrieved from http://www.audiusanews.com/newsroom.do;jsessionid=B4BD8EEE4DAD44DA49C746C83D80A7BE?id=65allImage=1name=sales-newsmid=98 Insurance Institute for

The American Civil War was Avoidable Essay -- American History

The American Civil War was Avoidable   Ã‚  Ã‚  Ã‚  Ã‚  The explosion of the American Civil War was caused by a vast number of conflicting principles and prejudices, fueled by sectional differences, and set afire by a very unfortunate set of political events. Undoubtedly, the central theme of almost all of the events that led up to the Civil War was one way or another, related to the dispute of slavery. Throughout the nineteenth century, slavery-related tensions brewed to such an extent, that politicians often took accustom to avoiding the hot topic altogether, because they were too scared of either starting a big political feud, or losing votes from one side of the issue or the other. More specifically, three events that were most instrumental in bringing about the Civil War were the Kansas-Nebraska Act of 1854 and the Presidential election of 1860. Because of such strong reactions to these events, the Civil War was practically unstoppable, however if the parties wanted to avoid a war altogether, they could have advoc ated more compromise and popular sovereignty.   Ã‚  Ã‚  Ã‚  Ã‚  As previously mentioned, slavery was at the root of most tensions that arose between the North and the South, and the annexation of new land created much conflict concerning the status of slavery. Missouri Compromise dictated that the lands of the Louisiana Purchase north of the 36 ¢Ã‚ ª30 ¡Ã‚ ¯ parallel were to be free of slavery. Democratic senator Douglas, introduced a bill in early 1854 which proposed the division of the Nebraska Territory into two units, Kansas and Nebraska, and the application of his idea of  ¡Ã‚ °popular sovereignty ¡Ã‚ ± which would allow the territorial vote to decide the area ¡Ã‚ ¯s status concerning slavery. This proposal would, in effect, repeal the Missouri Compromise, which greatly angered abolitionists and Northerners. Douglas and Southern supporters won a congressional debate and shortly after, the bill was signed. With the passage of this bill, many conflicts arose. Much personal turmoil erupted in the territories with a lmost immediate tragic results in  ¡Ã‚ °Bleeding Kansas. ¡Ã‚ ± Also, the bill resulted in a complete realignment of the major political parties: The Democrats lost influence in the North and were to become the regional proslavery party of the South, the Whig Party, which had opposed the Kansas-Nebraska Act, died in the South and was weakened in the North, and a new Republican Party ... ...ecause of so many sectional differences, each region of America had its own intended President, creating a situation in which the losers of the election would already be organized for revolt. However, given that the parties were what they were, President Lincoln could have proposed a quick but strong compromise, right after he won the election, which would keep the Southerners and other non-supporters satisfied with the new political situation. Unfortunately, slavery-issues had been brewing for far too long for this situation to have an easy way out.   Ã‚  Ã‚  Ã‚  Ã‚  The American Civil War was caused by an explosion of conflictions, provoked by regional and sectional differences and an unfortunate sequence of political events. As explained earlier, the central theme of almost all of the events that brought about the Civil War was related to slavery. The Kansas-Nebraska Act, the Dred Scott Case, and the Election of 1860 were three events that played very instrumental roles in causing the Civil War, however each could have been handled differently by the parties involved. The approaches of the parties could have been more subtle, using compromises to settle disputes, in order to avoid a war.

How I Will Save the Planet Essay

The problem of saving the planet is nowadays very urgent. Global warming, pollution of the great oceans – these things are undoubtedly influencing or lives and might erase us, human beings, from the surface of the earth. Totally. And very soon. Mother Nature cannot stand or our behavior anymore and now it is time for us to think about our future. All the processes which have been launched already of course cannot be reversed or even stooped, but we can and we must slow them down in order to spend a few more decades here, on the planet Earth. The problem is – even the majority is not enough to save the planet, only all together we can save ourselves. Yes, exactly â€Å"ourselves† but not â€Å"the planet†, because as George Carlin, a popular American comic says: â€Å"the planet is fine! † – It is more than 4,5 billiard years old and it would be strange if it might be destroyed by us, who appeared only about sixty thousand years ago. It is more likely that the planet will get rid of us and after a thousand or maybe a million years of tranquil rehabilitation, some new forms of life will appear. And the process as we can notice is going forward at a steady gait – last winter was extremely cold, and the summer was so hot that forests were totally burning out and harvests were negligibly small. And what is going to happen this winter? Will it be warm and snowless, or it will be minus sixty in the street and we will not be able even to go and by some bread? And next summer? It may be quite normal for our climatic zone and may be far more outstanding than previous one. The most horrifying fact is that weather patterns are becoming more and more unpredictable which endangers our existence here†¦ But that is enough for the preamble, now I am going to speak about what I will do to at least postpone the global catastrophe. First of all, let us think about the very phrase â€Å"to save the planet†. Of course, it does notconcern that you will invent time machine and go back to the past and kill the inventors of internal-combustion engine, oil extraction and aerosol. It also does not mean that you must join the Greenpeace Organization and picket in the streets with high-sounding banners in your hands. There are lots of tiny things, which compose the whole picture of ecology today and you can improve this picture by changing your lifestyle a little. I, for example, will never spoil much water while washing the dishes – I’ll go to the local store and get a plug for about one USD and it will make the water more clear, because small amounts of water are easier and cheaper to filtrate. Taking a shower I will switch it off when I am soaping myself – I really do not need it! I will go by foot instead of taking a bus or taxi, in cases when I’m not in a hurry. Actually I do need a car, but I will use ecologically friendly patrol as, for example, Pulsar fuel, which obeys EURO-4 ecological standard, instead of using ecologically hostile patrol. And if I have the money, I will by a hybrid car – actually what is bad about half an engine being electronic? I think it is very good! Unfortunately, I smoke. And I imagine how harmful it is both for my health and for the surrounding environment – not only cigarettes disperse hundreds of harmful gases and matters to the atmosphere, but also lighters emit gas and, being made of plastic, are also very hard to recycle. So I will soon try the new technology of electronic cigarettes – each of them can be used many times, they do not contain tars and other harmful matters and their smoke is actually a water steam, which doesn’t harm both your organism and the atmosphere. Actually, I can say that even now I am saving the planet – maybe I do one thousandth part of what I must do, but it is already better than nothing! All light bulbs in my house are energy saving. I also do not take plastic bags in supermarkets – I always carry everything in my bag. My mp3 player is accumulator-operated, so I do not use and throw out hundreds of batteries every year. I wash all my clothes only in the washing machine once a month, so I do not spoil much water on washing. I use roll-on deodorants instead of spraying ones – It is my tiny contribution into the protection of the ozone layer. I prefer cotton clothes, and do not often by synthetic things – maybe I do it for my own reasons, but it is in any case better than making Mother Nature recycle one T-shirt for hundreds of years! I also always buy drinks in glass bottles, which can be used several times or aluminum cans and tetra-packs which are both easy to recycle. We also have an electric stove plate which is far more ecological than gas cooker. Unfortunately, saving the planet is unreal at the present point in time. We too long have been spoiling it and it is very horrible to realize that in a couple of years we are going to be erasedby severe climatic apocalypse. And it’s really inevitable for everyone to understand it and try to stop this parasitizing in order to secure our future, and the future of our children. Simple, and at first sight, insignificant things have brought us to the great crisis, and the same simple things may save us. Is not it easy to plug your sink while washing the dishes or to use energy saving bulbs, energy saving fuel and washing machines? It is. Is there so much economy in buying plastic bottles, which need hundreds of years to decompose? No, there is not. So I will  do everything I can to save the planet! And how about you?

The United Nations Targets For Ocean Sustainability

1. The United Nations targets for ocean sustainability are measurable when looking at 14.1, 14.2, 14.3, 14.4, 14.5 and 14.6. This is due to that fact that the United Nations is able to create a base level in order to look at the major contributors to these issues this can be then simplified as these contributors are the human population. For example, when look at target 14.3 which deals with the eminent of fossil fuels, fossil fuels are cause by production run by humans. Allowing humans to have control over how many fossil fuels they want to eminent on a daily basis. Another example of a target that can be measurable is 14.4 as it deals with the issue of over fishing and the use of fish stocks. This target is measurable as The United Nations is able to measure fish stocks and will be able to measure them ten years from now to see if the laws put in place are positively affecting our worlds oceans. 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