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Company G Marketing Plan - Essay Example

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The product is primarily a portable Global Positioning System (GPS) device, which provides the information in "real-life" three dimensional graphics providing enhanced user experience, and is much easier to use than similar conventional devices. The interactive touch screen provides a video game arcade feel, which is closer to real-life than any other similar product. The device can be mounted on the driver dashboard of a car. Unlike conventional GPS devices, this appliance will be able to retrieve map information even when surrounded by tall buildings during city driving.
There will be several add-on optional features to make it a convergence device. It can be detached easily from the car, and can be synchronized with the user's home/ office computer. As a safety measure, the device can be used as an internet browser only when it is removed from its dock on the car dashboard. It uses a revolutionary wireless technology to download internet content at a speed three times higher than other conventional devices, and can be used for playing songs in the car as well. It can communicate with other devices using Bluetooth and infrared technologies to transfer content. Users can subscribe to online services, which will enable them to search and find any geographic location online (e.g., restaurant).
The product line has bee...
It can communicate with other devices using Bluetooth and infrared technologies to transfer content. Users can subscribe to online services, which will enable them to search and find any geographic location online (e.g., restaurant).
The product line has been developed by the product designers as a sleek elegant device in twin-tone colors available in black-red, blue-white, and black-yellow combinations. The product line has been christened by the marketing team as "Rubicon".
The product features and benefits are given in the table below.

Table 2-1
Features & Benefits
3-D visuals with "real-life" feel
Easier navigability
Twin tone metallic color
Elegant look enhancing buyer satisfaction
Three color choices
Will match most car interiors
Faster wireless
No "breaking" of images and songs during travel
Online song availability
Latest song downloads
Internet availability
Information on the move
Interactive touch screen
Easier usage during driving
Better signal
Can navigate even when surrounded by tall buildings inside the city

The company currently has a wide dealer network. Its existing products are distributed through small retail shops as well as large chains of retail shops. Its distribution network also includes specialty retail shops (electronics shops). The products are also available online through various dealer websites.
The existing distribution will be through company's existing distribution network. Additional specialty retails shops (automobile accessories) shall be added to the network for this product. Direct sales efforts shall be undertaken to achieve penetration in the car rental industry, and in the Original Equipment Manufacturer (OEM) industry.
Rubicon shall be priced at a premium to the existing ...Show more


Company G is an established and reputed firm in the electronics market. It has recently developed a line of small appliances, which is expected to perform well in the market owing to its elegant visual design, high reliability, and low cost of production. These factors coupled with the modest initial investment are expected to make Company G the lowest-cost producer in the small appliance industry.
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Company G Marketing Plan
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