Marketing Plan Reluanch
Re-launch Plan for the RSP-150 Solar Power Maintainer
Re-launch Plan Goals and Milestones
Implicit in the re-launch of any existing product or service is the need to more closely define its unique value proposition (UVP), competitive and market position, and first re-assess and then strengthen its core messaging strategies. The essence of any successful product re-launch is galvanizing each of these attributes around a common strategic market plan that is centered on the customers’ unmet needs, preferences and wants (Easingwood, Harrington, 2002). The orchestration of how these activities are completed defines the extent of differentiation relative to alternative solutions and competing brands (Woods, 1984). The RSP-150 Solar Power Maintainer has many innate differentiators that capitalize on the prevailing mind-set of consumers to conserve electricity and only spend on “green” or sustainable products that make full use of recycled energy. This aspect of social responsibility could be effectively used for example with campers and holiday travellers who care deeply about the environment and conservation for example. To date the RSP-150 Solar Power Maintainer has been sold for its utilitarian value, yet it needs to be also sold on branding-based values as well. These include more focus on trust in the product as a means to make it through an emergency, and also the manufacturer being a trusted advisor for the development of products that won’t fail when they are needed most. These are the foundational elements of any successful branding strategy and they must be present in any re-launch of the RSP-150 Solar Power Maintainer if it is to succeed. In addition to all of these aspects of the re-launch there must also be real-time analytics to measure overall progress to marketing plan, program strategy and initiative projects over time and to ascertain progress during the re-launch.
The most critical success factor of any new product re-launch or re-introduction are the strategies and initiatives designed to win the trust and confidence of indirect and direct sales teams. When a product fails to launch successfully on an initial pass it is often linked to a lack of synchronized planning and execution across marketing promotions, aligned product strategies and coordinated direct and indirect selling strategies (Easingwood, Harrington, 2002).
The first goal of the re-launch is to clarify and solidify the brand messaging around sustainability and eco-friendly operation, in conjunction with ruggedized construction and reliability of the RSP-150 Solar Power Maintainer even in severe weather conditions. At the foundation of all successful branding strategies is the evoking of emotions and the creation and sustaining of trust with prospective customers (Sommers, Nemec, Harris, 1987). This goal will serve as the foundation of all others.
Second, brand and product awareness need to be increased by 40% in target segments, as is mentioned in the launch plan. To accomplish this, there needs to be more precise definition of just how the segments are. Getting beyond demographic data to the activities and interests of the potential customers is critical for the re-launch to succeed.
Defining a precise market persona is crucial for a re-launch to succeed as it focuses the overall strategy to a common objective or goal (Hauser, 2007).
The third re-launch goal is to build a foundation of trust through marketing and promotion with key customers using videos and customer testimonials. The voice of the customers are critically important for keeping re-launch marketing, promotion and sales activities on a focused, linear path to goal attainment (Sunoo, Lin, 1978). This can only happen when there is a very clear definition of who the customer is and what they value. Personas are critical for attaining this objective.
Fourth, the goal of increasing sales by 20% leading to a 25% market share increase will only happen if the first three objectives are accomplished. Sales results this significant only occur when there is a well-orchestrated strategy of performance attainment and measurement. The use of dashboards for example in managing all sales channels has continually proven to be successful (Hauser, 2007) There is also the need for using advanced marketing analytics to track performance over time (Germann, Lilien, Rangaswamy, 2013).
Milestones
Complete Branding re-Launch
The re-launch needs to center on what matters most to prospective customers, and that is reliability and trust in the RSP-150 Solar Power Maintainer in addition to giving them an opportunity to contribute and give back to nature by stressing the green or eco-friendly aspects of the device. Second, the reliability and ruggedized nature of the device needs to further be underscored to show that it is trustworthy and can still function even under adverse situations. Third, the ingenuity of the design and its creative use needs to be brought out more. The suction cup bracket is a case in point as is the continuous power saving feature of the RSP-150 Solar Power Maintainer.
Re-launch to All Sales Teams
One of the most common reasons that initial product introductions fail is the lack of confidence in the product by the sales force, or lack of awareness as to what it can accomplish for customers (Easingwood, Harrington, 2002). In the re-launch of the RSP-150 Solar Power Maintainer both the direct and indirect sales teams need to be thoroughly trained on how to sell using benefits first. Extensive training materials are also necessary in addition to WebEx and other distance learning programs to get direct sales and indirect channel partners focused on how to sell more effectively.
Integrated Marketing Communications and Promotions Strategy
With the goal of increasing customer awareness by 40%, sales by 20% and attaining a market share of 25%, the extent of how well the integrated marketing communications strategy and promotions strategies are is key. Repositioning on product attributes alone will only go so far; the best product re-launch activities galvanize integrated marketing communications (IMC) and promotions strategies around a common set of benefits (Sommers, Nemec, Harris, 1987). This is a major milestone in the overall performance of the re-launch plan as it will directly contribute to sales growth.
Measurement Devices
Most important to the success of the re-launch is the continual focus on feedback and results. The first measurement device will be an analytics application that is available over the Internet using a Software-as-a-Service model, much like what Salesforce.com has with their products online. The reliance on immediate, real-time feedback is essential for any marketing strategy to stay focused and on the path to completion (Hauser, 2007).
The second measurement device will be the 360-degree feedback from the direct and indirect channel partners as to how the program is meeting their needs or not. Using advanced analytics to measure these aspects of performance is also essential for any IMC and promotional strategy to continually attain its objectives over time (Germann, Lilien, Rangaswamy, 2013).
Third, there will be a continual focus on customer satisfaction metrics of performance in the form of surveys done of those who have purchased the RSP-150 Solar Power Maintainer.
Deviation Correction Strategy for the Re-Launch
Correcting for any of the shortfalls from the product line sales and growth figures will lead to any or all of these deviation correction strategies being relied on to ensure the goals of the re-launch plan are achieved.
First, there will be weekly sales updates across all direct and indirect channels to ensure sales trends are spotted quickly and responded to. In the event sales are up the practices that led to the sales increase will be replicated across other channels, and if they are down, corrective action will be taken.
Second, weekly and monthly profits of the RSP-150 Solar Power Maintainer will be calculated and used as the basis of profitability analysis over time. Often the use of analytics in conjunction with pricing can deliver exceptional insights into how a given product is performing (Sunoo, Lin, 1978).
Third, the impact of each marketing incentive, strategy and promotion will be evaluated and ranked in real-time reporting back to marketing and senior management as to the Return on Investment (ROI) of each program. The latest marketing automation applications can rank programs by their relative level of profitability performance, and this is critical in a re-launch scenario (Germann, Lilien, Rangaswamy, 2013).
References
Easingwood, C., & Harrington, S. (2002). Launching and re-launching high technology products. Technovation, 22(11), 657-666.
Germann, F., Lilien, G.L., & Rangaswamy, a. (2013). Performance implications of deploying marketing analytics. International Journal of Research in Marketing, 30(2), 114.
Hauser, W.J. (2007). Marketing analytics: The evolution of marketing research in the twenty-first century. Direct Marketing, 1(1), 38-54.
Sommers, W.P., Nemec, J., & Harris, J.M. (1987). Repositioning with technology: Making it work. The Journal of Business Strategy, 7(3), 16-16.
Sunoo, D., & Lin, L.Y.S. (1978). Sales effects of promotion and advertising. Journal of Advertising Research, 18(5), 37-37.
Woods, R.I. (1984). A differentiation strategy at work. Review of Business, 6(1), 22-22.
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Literature
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Finance
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
Computer science
Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!
Psychology
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
Nursing
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Sociology
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
Business
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
Statistics
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Law
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
Reasons being:
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY!!!
