Marketing and New Product Essay

Scenario 1 overbold Edge Razor ripping Hairs in Product Positioning descriptionAfter three historic period of development, Paramount Health and Beauty Company is preparing to launch a crude technologically advanced vibrating razor called Clean Edge. The innovative in the buff externalize of Clean Edge adds superior performance by stimulating the copper follicles to lift the hair from the disrobe, allowing for a closer shave. The company has already refr take onory to introduce Clean Edge into the mens foodstuff where it has a strong presence. Jackson Randall, the yield bus for Clean Edge, struggles with how best to station the product for the launch. One strategy is to release Clean Edge as a niche product, targeting the high-end market of fastidious groomers looking for superior skin c atomic number 18 products.Another strategy is to release the product into the highly private-enterprise(a) mainstream razor market where the product net be positioned as the to the hig hest degree effective razor available. Randall meets internal resistance to the mainstream strategy from the product manager for the companys current, but aging, mainstream razor products and he moldiness intend the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic psychoanalysis of his finishnot just for Clean Edge, but for its effect on the entire company.Learning physical objectseek issues associated with strategic product placement. Review impudent product development bear upon and understand the importance of evaluating product-company and product-market fit in assessing new product opportunities. earn the importance and marketing implications of determining whether a new product is a big breakthrough or a simple line extension.Subjects cover selling strategy New product marketing Product positioning profitability analysis Quantitative analysis Setting* Geographic unify States* exit Year Begin 2010Scenar io 2 Culinarian Cookware Pondering terms Promotion descriptionSubjects Covered Price Promotion, Pricing Policy, Consumer selling, profitability Analysis, Retailing, gross gross tax Promotion, Distribution Policy, Brand Equity, Trade Relations, and Product Management. In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the companys premium cookware products. The VP of Marketing, Donald Janus, and elderberry bush Sales Manager, Victoria Brown, had different views. Janus felt price promotions were unnecessary, potentially change to the brand image, and possibly encouraged retailer hoarding Brown believed the promotions alter trade support, improved brand awareness, and stimulated sales from both new and existing customers.The issue was complicated by a consultants study of the firms 2004 price promotions which concluded that these promotions had a shun impact on profits. Janus trusted the results, but Brown, believing the study assumptions were blemish and required further analysis, suspected the promotions had actually produced positive results. The pressing decision is whether to run a price promotion in 2007 and, if so, to determine what switch to promote and on what terms. The broader issue is what strategy Culinarian should pursue to achieve sales growth goals, and what role, if any, price promotion should play. Subjects Covered Price Promotion, Pricing Policy, Consumer Marketing, Profitability Analysis, Retailing, Sales Promotion, Distribution Policy, Brand Equity, Trade Relations, Cookware Learning objective1. Explore the risks and opportunities of price promotion as a strategic and tactical marketing tool. 2. Through quantitative analysis, evaluate the financial impact of a price promotion using different cost and sales assumptions. 3. dumbfound the details of a price promotion policy consistent with general marketing objectives.Subjects coverBrand equity Consumer marketing Pricing po licies Profitability analysis Sales promotions Small & medium-sized enterprises Setting* Geographic coupled States* situation Year Begin 2006Scenario 3 Metabical Positioning and Communications Strategy for a New Weight want Drug ( skeleton Case) descriptionTopics include Consumer Behavior, Marketing Communications, New Product Launch, Product Positioning, and Push/Pull Marketing. This case can be used separately or in conjunction with Brief Case 4183, Metabical Pricing, Packaging, and Demand Forecasting for a New Weight Loss Drug. Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is in any case clinically proven to be effective for moderately overweight people.Barbara Printup, Senior Marketing Director for CSP, must develop the positioning strategy and marketing communication theory plan in preparation for the launch of the new drug. Printup must visualize the consumer decision-making process and the interaction between the consumer who purchases the drug and the health care provider who prescribes the medication. Despite promising medical studies and consumer look, poor positioning of the drug in the highly competitive market for weight-loss solutions could spell disaster. Students analyze market research data and consider the optimal positioning strategy and marketing communications program.Learning objective agniseing the hierarchy-of-effects, the decision-making unit, the decision-making process, and push vs. pull communications. Identifying strategies for segmenting, targeting, and positioning new products. looking the critical elements of a marketing communications program.Subjects coveredConsumer demeanor Marketing communications Product introduction Setting* Geographic United States* Industry Pharmaceuticals* Event Year Begin 2008Scenario 4 Reed Supermarkets A New Wave of Competitors descriptionReed Supermarkets i s a high-end supermarket chain with trading operations in several Midwestern states. Meredith Collins, vice president of marketing, visits stores located in Columbus, Ohio, an important region with the largest market and the greatest impact on revenue growth. She is concerned about increased competition from dollar stores and limited-assortment stores offering in truth low, appealing price points. Reeds market research shows that as a result of the economic downturn, customer loyalty is dwindling and consumers are willing to go to multiple stores to get the best deals. Collins must decide whether to change the current marketing and positioning plan in an effort to increase market share to meet challenging bodily targets. Her options include retreating from price competition and emphasising on case or embracing more private-label brands and competing more aggressively on price. She can also maintain the current positioning and appeal to customers looking for a quality shopping ex perience. The case contains an implicit quantitative assignment that instructors can mark to the degree they choose.Learning objectiveExplore elements of marketing strategy, market divider, product differentiation, and product positioning for a retail organization. Analyze and differentiate among at odds(p) strategic perspectives. Understand the cycle of retailing, which suggests that new retail stores naturally learn from low-price, low-overhead stores to become upscale retailers offering additional services and product lines.Subjects coveredCompetitive strategy Consumer marketing Market positioning Market segmentationMarketing strategy Setting* Geographic United States* Industry Supermarkets* Event Year Begin 2011Scenario 5 TruEarth Healthy Foods Market Research for a New Product Introduction (Brief Case) descriptionTopics covered include consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of epicure pastas , sauces, and meals, wants to build on its successful introduction of fresh whole molecule pasta by introducing a similar product concept for pizza. In an increasingly competitive market, TruEarth is focused on beating its competition and wants to act quickly and decisively. The company conducts extensive market research, first using focus groups to test the concept and past following up with take-home trials. playacting as brand managers, students must complete a quantitative analysis of the available data to project the sales volume for pizza and then decide whether to work the new product to market.Learning objective1. Understand the assumptions and techniques for estimating markets and projecting sales 2. Analyze and interpret data to decide whether to bring a new product to market 3. Recognize the importance of sensed value to consumers for a new product as compared with existing products 4. Understand the limitations of making decisions based on research and available dat a