For Ann Harris
alasski
Productbranding.pptxProduct Branding
Name
Institution
Date
Introduction
Ongoing Improvements
Communicating to Market Segments
Because of recent and ongoing improvements with mobile innovation, expanded infiltration rates and inalienable attributes of the cell phones, the portable channel has transformed into an extreme showcasing network, which empowers business like MM to set up an unavoidable electronic existence in the marketplace both domestically and globally. We have been able to do this with unsurpassed market strategies such as market and product branding (Varnali & Toke, 2009).
Product branding is setting up our business organization (no matter its capital base), writing plans, and formulating the corporate and operational strategies, perhaps on how to become a leader in a target market segment, and drive enormous returns on investment. Target markets would barely comprehend what is it our company stand for or the reason why MM company’s product has come to existence in the first place and can hardly identify products amidst competitor products in the market if the communication is not there or branded to them (Kim, Kim, and Wachter, 2012).
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Idea Generation for the New Product
The Innovative Approaches
Professionalism
Simplicity
Creativity
Mapping
Technology
Research function: the research function of marketing is that function of marketing that enables MM to generate adequate information regarding a particular market of target. MM has carries out adequate research to identify the size, behavior, culture, believe, genders etc. of our target market segment, their needs and want, and then develop effective product that can meet and satisfy these market needs and want. The generation of the ideology was achieved through innovative approaches as well as qualitative and quantitate research . Here, professionalism coupled with appreciable market research was the basis the generation of ideas. In that, simplicity with core product focus marked the basis of the product ideology. Moreover, creative personality played a critical role in the generation of the ideology for the product. The ideology generation was mapped about the targeted customers’ tastes and preferences (Kotler and Gertner, 2002). Also, technology played a critical role in engaging the establishment and accuracy of the new product ideology. Therefore, given the articulated effort in the generation of the ideology that ensured the existence of the new innovative product, it is evident that the technology based product will positively influence the position and the prosperity of the company.
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Idea Screening
Screening.
Evaluating Market Trends.
Business Return
The screening of the engaged business ideology was achieved with the intention of evaluating the effectiveness of the innovative ideology of the product. Here, the evaluation of the market trends and relevant business strategies triggered the screening process. Moreover, the screening process of the idea accorded the overall objectivity of the business in testing its compatibility with the objectivity. The screening process also included the buying function. The function of buying is performed in order to acquire quality materials for production(Kotler and Gertner, 2002). When Michelle designed a good product concept, MM had to also ensure the buying the essential materials for the product. This function is carried out by the purchase and supply department, but marketing specifications of materials goes a long way in assisting the purchasing department to acquire the necessary materials needed for production. For that matter, the screening was established to test in case the ideology would achieve a comprehensive business return. For accurate result in the implementation and ensuring that prompt results are achieved fro, the mobile phone product, irrelevant approaches were identified and disregarded in the chained ideology. Therefore, there should be no doubt in the product quality in satisfying the intension of the organizational as far as the nature of the target customers is concerned.
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Concept Development
Proper Research
Qualitative and Quantitative
Market Segmentation
Creativity and Uniqueness
Implementation Process.
Evaluation
Product development and management is an essential function of marketing since it is the duties of the marketing department to identify what the market need or want and then design effective product based on the identified need and want of the market. Product development passes through some basic stages carried out by the MM’s marketers to develop a targeted market specified product such as wireless charging. MM has also managed our product by evaluating its performance and changing them it to fit the current market trend of mobile technology (Kotler and Gertner, 2002). . The development of the concept of the ideology was first proved by proper research of the targeted industry and the target market segment for the new innovative product. Here, creativity and uniqueness were a major force that triggered the innovative business stand.
Evaluation of the competency of the ideology to fit the industry and the target market was promptly achieved to increase the adaptability of the product to the customers within the target market segment. All these activities were aimed at taking the ideology to a greater step by motivating its implementation process. In a nutshell, market are quite dynamic and needs to be addressed with dynamic solutions (Kotler and Gertner, 2002).
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Concept Testing
Validate the applicability
Validate reaction and Adoption
Pricing and Ability
Mission and Culture
The product and testing concept holds that the market would definitely patronize that product perceived as of higher quality, standard and hygienic, product that can match with their styles while satisfying their needs and want. MM has fully understood this concept, devote time, energy and resources in developing good and quality products like a our new mobile phone that can satisfy the desires of the target market.
The testing for the concept was achieved to validate the applicability of the generated business ideology in the target market segment. Moreover, the testing was also achieved to validate reaction and adoption of the new product to the target market and the organizational objectivity. A culture that attracts more buyers is often based on employees contact. Among such matters that were given considerable concern during the concept testing included the product pricing and the ability of the product to satisfy the needs of the target market segment. Furthermore, the testing was also achieved with more concentration facilitated in the company’s objectives and culture (Kotler and Gertner, 2002). .
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Product Testing Outcome
Capable and Satisfaction
Customers Needs
Positioning
Distribution
Production is the function performs by the production department. Though, this is interrelated to the department of marketing, because MM’s product must possess the essential characteristics that can meet the target market needs and want as identified during the market research, such characteristics as in the product Test, Form, Packaging etc. The product was found to be capable of satisfying the target market segment. The capability of the product was based on the commitment that was laid in the designing process of the product as well as the ensured product features. The included features within the new product accorded tastes and preference of the target customers (Klimchuk, and Krasovec, 2012). Here, the pricing, design, and the product name perfectly fit the organizational reputation as well as the market for the organizational activities. The position that speaks for the organizational new innovative product included quality, pricing, and desirability
The packaging for the product adopted a clear container with appreciable pricing and a quick delivery channel to the market (Klimchuk, and Krasovec, 2012).
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Development of Marketing Strategy
The marketing strategies
Technology
Ensured minimal cost
Customers
Field Marketing
Product brand
The marketing strategies were established based on the organizational culture, the nature of the product, affordability, and the target market segment. Here, technology played a major role in facilitating the marketing activity. The use of technology ensured minimal cost with maximum output in the marketing activity
Customer contribution was the basis for ensuring the marketing activity (Kotler and Gertner, 2002). Field marketing was also appropriate based on the nature of the new product and the target customers to be served by the product. The product brand was used as the potential ground for establishing the product marketing. Here, among the product brand strategies that played an important role in the marketing activity include product type, packaging, and product instruction among others
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Business Analysis
The Business Focuses
Target Global Countries
Quality Performance
Organizational Business Culture
The business focuses on the supply of electronic products both locally and internationally among the global technological markets. However, the target market segment for the new innovative mobile phone product falls in the global countries as well as the local market as the primary customers normally follow the product release and should be solved based on product branding. The management of the business activities within the organization has been based on quality performance with high concentration in customer satisfaction and environment conservation as far as the wellbeing of the product users is concerned. In fact, the new innovative product is aimed at embracing the organizational business culture (Kotler and Gertner, 2002).
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Product Development
The structure and the approach
The product development
The product will be developed with more concentration to the needs and tastes of the customers within the target market segment. The organizational culture of operation also played an important role in the development of the new technology-based product. In this essence, the structure and the approach for the product development would be based on the organizational culture (Kotler and Gertner, 2002). Therefore, organization culture plays a major role product penetration in the market (Klimchuk, and Krasovec, 2012). Organization culture cannot be achieved in a day. However, it require adequate time that involves proper training of employees. For that matter, the product development will utilize the manner in which the organizational activities and operations are structured.
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Test Market
market testing and marketing activities
Social Media activities
product competency
Relevant Market test Results
The market testing was achieved through a proper research and marketing activities. In which, the product was given out at a promotion cost during the marketing to test the ability of the product to satisfy the needs of the target market segment. For a positive result in the relevant designing approaches in the new product, technology played an important role in proving the product competency (Klimchuk, and Krasovec, 2012). Such technological means as star ratings were utilized to gather relevant market test results concerning the effectiveness of the product. Furthermore, product and market penetration requires much proper testing and should never be treated separately.
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Commercialization
Financial Benefit
Minimal Input and Maximized Output
Features and Benefits
The product commercialization was achieved for the financial benefit of the organization. Here, the profitability of the product was ensured through minimal input with a maximized expected output. In ensuring this, the product was established to ensure an overwhelming market outcome. For a positive outcome in the entire commitment, the use of technological approaches was the option for encouraging minimal input with maximizing output (Klimchuk, and Krasovec, 2012). MM will introduce Miro Mini in both the domestic and global market through many different channels starting with a huge social media campaign and television commercials globally. The campaign will introduce the features and benefits of the mobile phone as followed:
Product Name
The Micro Mini
Product Slogan
The global technology and voice you need at a price you can afford
Product Benefits: Sleek design that fits in the palm of your hand, Low cost, advance technology that is user friendly with built-in anti-virus technology, durable casing, long battery life.
Product Features
Wireless charging, interchangeable speaker and camera with zoom, wireless head-phone, lightweight, high-definition clear display, a built-in text and voice translator assistant, waterproof, 1 terabyte of storage
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References
Refer to speaker notes
Klimchuk, M. R., & Krasovec, S. A. (2012). Packaging design: Successful product branding from concept to shelf. John Wiley & Sons.
Kim, H., Kim, D., Wachter, K. (2012). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Retrieved from https://www.researchgate.net/profile/Kathy_Wachter/publication/259510705_A_study_of_mobile_user_engagement_MoEN_Engagement_motivations_perceived_value_satisfaction_and_continued_engagement_intention/links/56e81c4f08ae166360e4e594/A-study-of-mobile-user-engagement-MoEN-Engagement-motivations-perceived-value-satisfaction-and-continued-engagement-intention
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of brand management, 9(4), 249-261.
Varnali, K., Toke, A E. (2009). Mobile marketing research: The-state-of-the-art. Retrieved from https://s3.amazonaws.com/academia.edu.documents/28916944/mobile_marketing_research_the-state-of-the- art.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1519998641&Signature=JJqpoE2XDIj9QTePYH4HdAq%2BXzE%3D&response-content-disposition=inline%3B%20filename%3DMobile_marketing_research_The-state-of-t.pdf
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