PRODUCT LAUNCH

Product launch

Table of Content

Contents

Introduction3

Product3

Main features of OXIGEL4

Coca-Cola profile4

OXIGEL and customer involvement4

Pre - Launch awareness5

Gantt chart6

Market segmentation9

Potential Gap10

BCG Product Portfolio Matrix11

Product life cycle (PLC)11

Ansoff Matrix12

Marketing mix Activities13

Product13

Price14

OXIGEL prices15

Place15

Promotion15

People16

Process and physical evidence16

Pre-Launch16

Launch17

Endorsers in advertisement18

Post launch19

Market Entry Planning19

Market development Plan19

Monitoring and fallback plan20

Product launch

Introduction

I am the marketing manager of Coca-Cola Company, who is supposed to launch a fast moving consumer product in the coming eighteen months. I have to deeply analyze the consumer market, segmentation, target market, marketing mix and have to set up the monitoring & performance plan of the product before the launch.

Product

The product which I am going to launch after eighteen months is termed as “OXIGEL”. The product is going to be flavored mineral water. OXIGEL will be made available in different flavors, which is considered as a unique product in this contemporary world. This product is associated with health and instant energy level. OXIGEL will be made available in four flavors on the basis of taste and preferences of the customers. At initial level, company will only launch four flavors in mineral water and will increase the flavor on the basis of customer taste and preference. This product will be launched after the high involvement of customers before its official launch. Customers' suggestions are welcomed by the company before launching OXIGEL in the market. The color of the water will be kept as transparent (natural); means the flavor which is mixed in the water will not change the color of the water. The reason of keeping water color transparent is to give customer a sense of feeling that they are drinking water. Coca-Cola is offering mineral water to its customers with the name of “Nestle”; OXIGEL is basically the extension of the product line in order to grab the market share.

Main features of OXIGEL

Instant energy gratification

Availability in different flavor (Uniqueness)

Association with health

Coca-Cola profile

Coca-Cola is considered as one of the finest and reputable company of this contemporary world. The reputation of the company is quite reasonable among the eyes of its customers. It is believed, that the company will not face any issue in launching the new product OXIGEL. The company is founded in the year 1886; we are one of the leading marketer, distributor and manufacturer of non-alcoholic fizzy drinks (company profile, 2006, pp 13-30). The company is offering approximately 400 beverage brands to its customers which make up a wide portfolio. Coca-Cola head quarter is located in Atlanta, and our business is located in almost all over the globe.

OXIGEL and customer involvement

In this contemporary world, marketing manager has to be extra careful before launching any product in the market. Customers are regarded as the king of the market; their involvement is necessary before the launch of any product. If, the customers do not like the new product launch in the market than the launch of the product is of no use. As a marketing manager, I will keep the customers involved by doing pre launch marketing of the ...