Marketing-New Product Development

When marketing any kind of product, the producer should take in to consideration the elements that will impact their business. If they can come up with solutions to these problems then they products are more than likely to succeed.

With 81% of market shares in Brazil, Unilever is the leader of the Detergent Powder market. It owns three brands in Brazil: Omo, Minerva and Campeiro. Omo is the top brand of the portfolio and perceived as a high quality at a premium position. Minerva is a medium quality product with low brand awareness. Campeiro is a well-known cheapest product but with a low top of mind penetration. In order to

Cleanse is an Australian body soap company who produce and wholesale their products out to supermarket chains such as Woolworths and Coles. The company has been operating for over 3 years and has established a head office in Brisbane and Sydney with over 200 employees in its Australian operations. In addition to its Australian operations, Cleanse also has a branch in Delhi, India where they produce the same product and wholesale Cleanse products

Create a new positioning statement for your product, and provide justification for your new positioning strategy.

The Hedo-Falls shower system is the first of its kind. This kind of shower has not been seen before in the market. It offers something totally unique with no direct competition. No company has been ambitious enough to integrate so much into a device that has remained virtually the same for decades. The developers at Quantum Studio decided to take a chance and tap into a new and exciting market. Their risk paid off greatly. There is no direct competition for the Hedo-Falls shower system at this time, but there is secondary competition, such as other basic shower units.

Whilst making marketing decisions a business must decide their method of marketing. This will then be the way in which all future marketing activities will be planned. This is marketing planning. It has a huge number of benefits for any business. It’s influenced by the strategic plans of the business and its corporate objectives. Large public limited companies such as Nestle will usually have an overall plan for the business and has set objectives which they’re able to achieve. Smaller companies within the business will then create their own marketing plans which fit in with the overall strategic plan. The business has to consider several questions before coming up with the marketing plan:

I’m going to develop a new soft drink as part of Coca Cola, the drink is aimed to attract customers aged 13- 19.

It would only make sense that the company is paying attention to what their customers need, want, and think. If the company is up for it, they will create a loyal customer and a good sector in the marketplace in regards to their products.

Research Reports and Internet Research – The internet is a very easy way to source secondary data that can be extremely useful as it is a good source of industry information. Some information can be available for free like the Australian beau of statistics, newspapers, council and magazines, some help maybe needed in determining the viability of the information and to analyse the results. Other professional research companies like Roy Morgan and Ibisworld will charge a fee for their reports. This may work well with surveys and experiment research as trends or environmental factors in the market could influence consumer consumption therefore giving invaluable information as to what may sell well or is needed in the current market. This method was chosen as it can be easier to obtain and cheaper than the other research methods. It can also provide information on the competition, which would evaluate what products they have been advertising and why.

The company that I selected is Johnson & Johnson and the product I will be writing about is Listerine. Listerine was originally marketed by Lambert Pharmacal Company later known as Warner-Lambert. In December 2006, Johnson & Johnson acquisition of Pfizer’s consumer healthcare division is what led to the manufacturing and distribution of Listerine for this company. The inputs put into making Listerine is Raw Materials, design, and the manufacturing process, with these inputs we will analyze them to see how the effect the production and cost of making and selling Listerine.

Unilever is assessing whether to enter the low-income NE market. Our analysis shows that there is a profitable opportunity to offer detergent powder to low-income customers living in Northeast Brazil and capture market share in a high-margin, high-growth market. We recommend that the firm keeps the existing brands but deploy a horizontal extension of the Campeiro brand - adding better scent / softness and utilizing specialty distribution network, thereby marginalizing Invicto, an inferior but better-known competitor.

“I pledge my honor that I have not violated the Chicago GSB Honor Code during the Preparation of this assignment.”

In today’s markets, where consumers are face with a wide variety of product, the creative ones that go beyond the expectation of functionality are more appealing to consumers [1]. Hence, the important of innovation in a company’s long-term economic success. Consequently, a lot of effort has been given to develop methods to promote creativity in idea generation that allows designers to produce a large number of ideas and explore the solution space [2]. For example, Brainstorming, Csketch, TRIZ, biomimetic design, and design-by-analogy. However, besides been able to generate creative ideas, and important aspect of the design process is to be able to select those creative ideas. Hence, several concept selection methods (CSMs) have been developed and often applied during the idea selection process ( e.g., the Pugh chart, utility theory, and the Analytical Hierarchy Process) [3]. However, one limitation that some this CSMs have in common is that a predefined set of criteria are used to evaluate the ideas under consideration (e.g., profitability, market relevance, manufacturability) [4] and do not necessarily account for the novelty or creativity of an idea. Consequently, creative ideas can be oversight during the selection process [5]. In order to alleviate this problem several metrics that aim to capture the creativity of ideas have been developed.

In 1988 and 1989 , its market shares were 33% of whole mouth-wash market while it slightly came down to 32.3% in 1990. It is good that the company didn't let its market shares decline despite introduction of new products. But it is also noticeable that the company did not make any progress in its market shares.

2. Idea Screening: Idea screwing is when the actually vetting of the idea takes place and the idea is screened for financial feasibility and process feasibility. It is also screened by using concept testing, focus groups, and in depth testing. Included in this step is also the assessment of investment risk, or the amount of money and time lost if the company invests in a new product and it fails, and opportunity risk, or the risk of missing out of alternative ideas that could be more profitable.