WEEK 4

Week 4

Abstract

This paper outlines a strategic marketing plan for Sugru which is a brand of silicone rubber. It is soft and flexible when removed from its airtight bag and in 24 hours turns into a strong and flexible form allowing it to maintain that shape and hold onto anything that it is used on. This paper contains various strategies and plans including marketing mix, customer relationship management and the channels of distribution used for the marketing plan of Sugru.

Introduction

Sugru is a brand of silicone rubber which looks like a modeling clay only it is more than that. It is soft and flexible when removed from its air tight bag and hangs on to its plasticity for thirty minutes and in 24 hours its self curing characteristic at room temperature allows it to turn into a strong and flexible silicone rubber (Response Source, 2009).

What makes Sugru unique is the fact that it can stick and fix almost everything. It can bond to most of the materials from aluminum steel, wood, glass, ceramics and other materials. It is very strong and durable and once it is cured to something, it will stand up to anything. Its use varies from a multitude of purposes and is really only limited to ones imagination. There isn't anything quite like it out there yet. It's the perfect tool for repairing and mending especially household objects and gadgets and for those who just want an easy way to repair and hack stuff so it works better again. And all these features and qualities make this product new to the market place (Sugru, 2010).

The product was developed and designed in Britain and was listed as one of the top fifty inventions of 2010 alongside iPad by the Time magazine. Currently the company which makes Sugru is being run by 6 people. The company has big plans and tens of thousands of people from around 76 different countries are using Sugru right now. But almost all of their business is done online and the company is looking for support to allow them to expand and develop a physical presence in the United States of America. This and the potential that this product possesses make it the next big idea (Sugru, 2010).

Discussion

Product Features

Its features include its ability to stick and fix almost anything. It bonds to most of the materials and can stand up to any anything. It can be used for a multitude of purposes ranging within the limits of one's imagination. It's a very innovative product because of the fact that there is nothing much like it out there in the market yet and is a patent technology. And also it can be used to fix anything at all. There is no limit. People out there who like to fix their things rather than to waste it, it's a perfect tool for that (Sugru, 2010).

Sugru is basically a brand of silicone rubber. It is soft and flexible when removed from its airtight bag and in 24 hours turns ...