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Launcing a New Product

Essay by   •  August 6, 2011  •  Essay  •  3,490 Words (14 Pages)  •  1,300 Views

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CONTENTS .

* Introduction 03

* Justification For Launching The Product

* Marketing -mix tactics to be applied

* Part- C

* Part- D

* Part- E

Introduction

Here we have provided a complete guide on launching, marketing process and distributing of our new product. We are interested in marketing our product, our product is a SHAMPOO. This works as anti-dandruff and hair fall defense. Usually all the shampoo in the market works as anti-dandruff or hair fall defense. But our shampoo works both. The main characteristics are that, it can be used for all types of hair. And it is a herbal shampoo. Though this guide, we have talked about all the "basic aspects" of marketing. This guide will give us general procedure of what is involved in marketing, the complete process and how we have to go about pricing, advertising, packaging, delivering etc. We have especially concentrated on the Asian people. This is the largest group of the world's population. We also concentrated on our country too. In the future, as the country keeps growing, our product will cover the largest market in the world. Though this guide we have tried to provide a general understanding of our product. We have named it "Liquid+" shampoo.

Justification for Launching the Product

There is hardly anyone who suffers from untimely hair fall despite of his/her dandruff free scalp. Oily or chemically treated hair also results from dandruff. The youths are the worst sufferers because they are highly sensitive to beauty protection. So there is a crying need for an anti-dandruff shampoo. The ordinary shampoos have just the cleaning action as alternative to soap. On the other hand only a few numbers of them have anti-dandruff action and often this action is not as perfect as desired. To protect the scalp from dandruff and hair fall, we have launched "Liquid + shampoo" anti-dandruff shampoo. The "Liquid + shampoo" anti-dandruff shampoo is the first innovative herbal product that controls dandruff, prevents hair fall and conditions all types of hair.

Marketing -mix tactics to be applied

The key considerations or marketing tactics to be applied to launch a product are -

1. Product /brand strategy.

2. Marketing communications.

3. Pricing.

4. Distribution and logistics.

1. Product / Brand strategy-

Perhaps the most distinctive skill of professional marketers is their ability to build and manage their brands. A brand is a name, term, sign, symbol, or design, or a combination of these that identifies the marker or seller of a product or service. Consumer view a brand as an important part of a product, and branding can add value to a product. Branding has become so strong that today hardly anything goes unbranded.

Brand name helps consumers identify products that may benefit them. Brands also tell the buyer something about product quality. Buyers who always buy the same brand know that they will get the same features, benefits, and quality each time they buy.

To think of a product individual product decisions are required. Individual product decisions comprise of

* product attributes

* packaging

* labeling

* product support service,

* Branding.

* Product attributes-

Developing a product or service involves defining the benefits that will offer. These benefits are communicated and delivered by product attributes such as quality, features and style and design.

The attributes of "Liquid + shampoo" is mainly its quality features style and design. The manufacturing of "Liquid + shampoo" complies with the standards of world's famous chemical associations.

* Packaging-

Packaging involves the activities of designing and producing the container or wrapper for a product.

"Liquid + shampoo" has been packaged attractively. The triangle plastic container is mainly blue in color, though the writings have the blend of different colors.

* Labeling-

Labels may range from simple tags attached to products to complex graphics that are part of the package. They perform several functions. At the very least, the label identifies the product or brand. labeling has been affected in recent times by unit pricing (stating the price per unit of standard measure),open dating (stating the expected shelf life of the product),and nutritional labeling (stating the nutritional values in the product)

* Product support services -

Product support services that it offers include mainly the access to "Liquid + shampoo" shampoo's lab results through website. It also assures a fixed date of expiry to allow users to use it for long time without any side effect.

* Branding-

Branding is the key issue of individual product decisions. Our major brand decisions come as following-

Brand name selection-

A good name can add greatly to a product's success. Finding the best brand name is very difficult task. It begins with a careful review of the product and its benefits, the target market, and proposed marketing strategy.

There are several reasons behind the selection of the brand. "Liquid +" has done well as a brand of many products. So "Liquid + shampoo" shampoo is successful as a brand. Besides, it has the readymade legal protection or registration by the government. The word "Liquid +

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