Harley & Adamson: Strategic Marketing Launch Plan for Non-Stick Pan

This strategic marketing launch plan outlines the introduction of a new non-stick pan by Harley & Adamson, a UK-based SME. The plan details the product's design and features, leveraging a B2B business model and prominent retailers for competitive advantage. Harley & Adamson operates as a partnership, with employees, investors, and owners as key stakeholders. The launch plan includes a specific launch date, announcement methods, brand positioning strategies utilizing social media and retail outlets, SMART objectives to increase market share, and a comprehensive marketing mix encompassing product, price, place, and promotion. An investment pitch highlights the potential for increased sales, profitability, and market share through optimum resource utilization. The plan aims to effectively increase market share and profitability.

Strategic Marketing
launch Plan

Executive Summary
The strategic marketing launch plan ensures that the launch reaches to the right audience.
It is a plan which is designed in order to deliver new product in the market. The Harley and
Adamson launches its new product that is non stick pan. How it design and feature its product
will be explained. In addition to this the company uses B2B and prominent retailers business
model in order to stay competitive (Wong, 2020). Apart from this, it has partnership as a form of
ownership and employees, investors and owners are the stakeholders. Further more to this, the
launch plan that is date and form of announcement, brand and positioning, smart objectives,
marketing mix and investment pitch has been explained in detail.

Table of Contents
Executive Summary.........................................................................................................................3
Introduction .....................................................................................................................................3
Main Body.......................................................................................................................................4
Product Recommendation; design and feature:...........................................................................4
Business Model:..........................................................................................................................4
Form Of Ownership:...................................................................................................................4
Stakeholders:...............................................................................................................................4
Launch Plan:................................................................................................................................5
Conclusion ......................................................................................................................................6
References........................................................................................................................................7

Introduction
Strategic Marketing Launch Plan is to launch a new product and define how the company
will achieve the go to market strategy in the near future. It ensures that the launch reaches to the
right audience (Bıçakcıoğlu-Peynirci and Ipek, 2020). It is a plan which is designed in order to
deliver new product in the market. For the present report, Harley and Adamson is taken into
consideration. It is a Small Medium Enterprise based in Hertfordshire, UK. It deals in the
products like cast iron cooking equipments. It will be discussed in detail that how company can
launch new product which is non stick pan in the market. How the company will do its branding
and positioning, smart objectives, marketing mix and investment pitch of the product.
Main Body
Product Recommendation; design and feature:
The Harley and Adamson launches non stick pan from various other ideas. It is designed
uniquely and innovatively in order to improves people's live and which is durable in the long run.
The product features is that it is of high quality and long lasting products at an affordable price
by cost cutting of warehouse and distribution of supply networks in order to fulfil the rising
demand of its product effectively (Daidj, 2018).
Business Model:
In order to make the profit the business model is refers to a company's plan. It anticipated
the expenses and identifies the target market which is beneficial and important for both
established and new business. In context to Harley and Adamson, with the new range of product

it expand and develop B2B market to its prominent retailers like sainsbury, Aldi, Tesco, Asda
and Morrisons by making and providing products at an affordable prices.
Form Of Ownership:
There are various of business owners to establish and run its business operations
effectively and efficiently in the long run and maximises its profit. The most common forms are
partnership, corporations, sole proprietorship, limited liability partnership etc. In context to
Harley and Adamson, the business is in partnership as it was established by two entrepreneur
namely Harley and Adamson with the aim to expand its business operations across Europe and
beyond.
Stakeholders:
It is an any entity or person which has an interest in a project or business. Regarding the
finance and operations the stakeholders have an significant impact on such decisions.
Stakeholders can be creditors, investors, local community or even employees. In context to
Harley and Adamson, in order to meet the company's strategic objectives the stakeholders of the
company are its employees, investors and the owners itself (Evers, Gliga and Rialp-Criado,
2019). As they help in providing necessary resources and materials and meet their objectives or
goals on time in an appropriate manner.
Launch Plan:
Date and Form Of Announcement:
The company Harley and Adamson want to launch its new product non stick pan on 16th
May 2022. They want to launch its new product by giving advertisement on newspaper with
attractive photographs and by announcing on radio which attracts a lot of people.
Brand and Positioning:
In order to increase and make the position of its brand in the market Harley and Adamson
uses various positioning methods such as
Social Media: In order to make the sales to large number of audience the company can
position its products and brand by using social media which is very effective. It can be done by
posting stories and pictures of its new product that is non stick pan (Paswan, Guzmán and Pei,
2020).

Retail Outlet: It can sale the new product at retail outlet as large outlet it can sale and
launch its new product.
Own Retail Portal: The company own its retail website. Through their own website it
can make sale of its new product non stick pan to large number of audience which is an effective
method to build the position of its brand also.
Business and Marketing Objectives:
The business and marketing objective of Harley and Adamson is to launch its new
product in the market and healthy environment effectively. SMART objectives helps to
understand the goals and achieve them in an effective manner which is stands for specific,
measurable, attainable, relevant and time bound.
 Its objective is to increase its market share and sales by 9% annually until 2025 by
offering new product non stick pan at a reasonable cost to its customers.
Marketing Mix:
It is the set of tools which is used by the company in order to sell its new or existing
products and services in the market effectively and efficiently. There are 7 Ps of marketing mix
which are discussed below.
Product: It refers to the goods which is manufactured by the company from raw material
to its final goods for the end users in exchange of money. In context to Harley And Adamson, it
want to launch it new product which is non stick pan in the market so that it can increases its
market share effectively and efficiently (Racela and Thoumrungroje, 2019).
Price: It refers to the monetary value that is money which a consumer pays for the goods
or services to the company. So that they can make the profit and able to survive in the market in
long run. In context to Harley and Adamson, it want to keep the price of the non stick pan at
competitive and comparatively low from its competitors.
Place: It is the distribution centre where goods can be easily available to its target
audience. With reference to Harley and Adamson, it want to launch its new product non stick pan
at retail outlets, online stores, sales its product to B2B etc.
Promotion: These are the strategies made and used by the company in order to gain the
attain of the consumers for their brand and product (Rossiter, Percy and Bergkvist, 2018). With
reference to Harley and Adamson, it uses various methods of promotion such as newspaper,
posters, etc. as it want to focus to connect emotionally with its audience.

Investment Pitch:
It is a concise summary of the business plan and the purpose is to reach out the new
investor in order to present a pitch in front of a potential investor. In context to Harley and
Adamson, by investing in its new product with its unique and new feature that is non stick pan in
the market. It can increase its sales and profitability and market share by optimum utilisation of
resources. It makes its investment in the product as to rise above from its competitors in each and
every aspect of the business.
Conclusion
From the strategic marketing launch plan it has been concluded that it is to launch a new
product and define how the company will achieve the go to market strategy in the near future.
The Harley and Adamson has taken into consideration which launches its new product that is
non stick pan in order to increase its market share and profitability in the near future effectively
and efficiently. How it design and feature its product (Sharma, Saboo and Kumar, 2018). In
addition to this the company uses B2B and prominent retailers business model in order to stay
competitive. Apart from this, it has partnership as a form of ownership and employees, investors
and owners are the stakeholders. Further more to this, the launch plan that is date and form of
announcement, brand and positioning, smart objectives, marketing mix and investment pitch has
been explained in detail.
References
Bıçakcıoğlu-Peynirci, N. and Ipek, I., 2020. Export market orientation and its consequences: a
meta-analytic review and assessment of contextual and measurement
moderators. Journal of Business & Industrial Marketing.
Daidj, N., 2018. The evolution of strategic management concepts. Handbook of media
management and economics, pp.111-129.
Evers, N., Gliga, G. and Rialp-Criado, A., 2019. Strategic orientation pathways in international
new ventures and born global firms—towards a research agenda. Journal of
International Entrepreneurship, 17(3). pp.287-304.
Paswan, A. K., Guzmán, F. and Pei, Z., 2020. Innovation-branding: should all firms be equally
ambidextrous?. Journal of Product & Brand Management.
Racela, O. C. and Thoumrungroje, A., 2019. When do customer orientation and innovation
capabilities matter? An investigation of contextual impacts. Asia Pacific Journal of
Marketing and Logistics.
Rossiter, J. R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.

Sharma, A., Saboo, A. R. and Kumar, V., 2018. Investigating the influence of characteristics of
the new product introduction process on firm value: The case of the pharmaceutical
industry. Journal of Marketing, 82(5). pp.66-85.
Wong, E. Y., 2020. From digital commons to scholar profiles: Implementing a new system to
raise college academic distinction. Technical Services Quarterly, 37(1). pp.1-12.