This report details the preliminary strategic launch plan for the Conversations product to be introduced into the Australian savoury market (for biscuits). Primary demand will need to be created for which a gap has been identified. A survey revealed demand for a high taste and…
Both sets of findings were evaluated using perceptual maps. High taste will reflect the high quality and high entertainment is intended to serve as an excitement factor besides communicability to help maintain high customer satisfaction. Initially, the likely early adopters will be targeted specifically to ensure a successful start. Their traits are also identified in the report, and the brand name is justified. Recommendations are then given to address a number of possible issues that may arise and in anticipation of opportunities for learning.
This report details the business launch strategy for the product identified in assessment 2 collectively referred to by the Conversations brand name. The ideas gathered earlier are now developed into a virtual product ready for launching. The aim is to have an enhanced understanding of all the elements necessary to make the launch successful and to ensure that this success transpires. This strategy could have been approached by means of a product launch checklist but this does not always prove to be effective (Daniels, n.d.). Therefore the goals, readiness and constraints are presented in the form of this report.
In consideration are the areas (in terms of product qualities) in which demand can most likely be created, the potential competitive advantage, the target market, and suitable product characteristics. The positioning statement is also defined, and the chosen brand name is justified. The following areas are therefore covered in this report:
Recommendations are also made to deal with possible problems arising. The detailed planning could then ease the task of strategic marketing to ensure the launch is successful and that Conversations becomes a well-established brand in Australia. The marketing strategy usually poses the most significant challenge for all types of companies (Jain & Haley, 2009: 27), so the usefulness of this report extends beyond simply ...
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