Marketing Campaign for Launch of a New Product

This presentation discusses the marketing campaign for the launch of a new product, focusing on market research, target audience, segmentation, and marketing mix. It also explores the stages of product development and provides recommendations for increasing market share.

Marketing Campaign
for Launch of a New
Product

INTRODUCTION
 Marketing is defined to as that activity of company which lead to
promotion and selling of products and services in market to both
B2B and B2C clients also includes research about market and
advertising.
 It is very much essential that company is taking into account all
type of factors and elements of marketing so that they could be able
to grow into market.
 In the given assessment there will be done on Morrison for its new
product development as they are launching their online organic
store in Gibraltar.
 The report will be discussing about process of product launching
starting from market research about product, then marketing mix
will also be included.
 The discussion will also be done in core marketing deliveries, target
audience and segmentation of market continued with launching
stages.

TASK 1
New product development
 Wm Morrison Supermarket Plc. is that 4th largest chain of
supermarkets in UK which is operating into Great Britain, Wales
and Scotland with over 500 stores.
 It was founded in year 1899 by selling egg and butter into Bradford
then after it expanded its operation all across UK with increasing its
presence in South of England.
 The market share of Morrison in 2017 was 10.14% that is having
its top rivals as that of market leader Tesco with 27.8% share,
Sainsbury with 15.8%, ASDA with 15.3% and ALDI with 7% of
share in market.

CONT….
Product overview and product features
 There are various types of beauty products which are available in
market but due to growing awareness among customers related to
many type of skin problems they are now somewhere attracted
towards organic and bio products.
 There is range of organic products which Morrison is planning to
launch like that of hair oil, body scrub, cream cleanser, natural and
organic skincare as well.
 All these will be targeted to female segmentation of market as they
are the one who are using beauty products mostly.

CONT….
Target audience and market segmentation
 There is larger section of society who is very much worried and
concerned about their skin, beauty and signifying aging difference
between then and others as well.
 It could also be included that gender is that one major factor which
is affecting the choice of skin care products.
 So for Morrison the main target audience will be young and old
women who are very much concerned about blackheads, acnes and
wrinkles as well.
 The market segmentation will be done based on below mentioned
points like that of:

CONT….
Geographic-
 The selected area for implementing the target audience and selling
out products to customers will be that of Gibraltar.
 As Morrison is having its only store in Gibraltar which is outside
the territory of UK so this is chosen as it will be giving company
more chance to explore the market area.
Demographics-
 There are demographic segmentation of market will based on age,
gender, income and standards of people under which the people or
target market is divided into.

CONT….
Age:
 As the organic beauty product which is been introduced by
Morrison is mostly targeting all age women who are concern for
their skin and hair care.
 This is very much common customer demographic feature which
manager is using to segment their markets for selling products.
 So Morrison with introducing their organic beauty product will be
targeting women and girl from age 18-60 years.
 From the market research it could be concluded that product will be
priced at below average, must be having latest cutting edge
ingredients and boasting latest biotechnology as well.

CONT….
Gender:
 This segmentation of market includes division of customer done
based on gender which is very much common marketing strategy.
 There is very wide difference between male and female in their
need and want in respect to many products and services as well.
 There will be segmentation of market based on gender as it is
playing very important role into market segmentation.
 So Morrison will be targeting all women so that their organic
beauty products are gaining much more popularity among all
customers.

CONT….
Marketing mix
 Marketing mix is that combination of all factors which is controlled
by company to influence all customer to purchase its products.
 This is the best strategy for company which they are using so that
they could be able to segment their market.
 There many elements which comprise into this strategy of
marketing mix which is enabling company to approach towards
their customers so that they increasing profits.
 These elements are as under:
 Price
 Promotion
 Place
 Product

CONT….
Price
 In way of tackling all competitors in market both the branded and
non-branded rivals as the pricing policy of company is maintaining
the value addition into the products of company.
 In way of catering all sort of different need and want of various
segment of customers it is very much important that Morrison is
following good pricing strategy.
 As it was included that it will be keeping its price of products on
average bases so this means that they are using penetration pricing
strategy.

CONT….
Promotion
 It is very important for Morrison to promote and advertise about
their organic beauty care range which they are introducing into
market.
 As they are selling their new products as organic beauty products to
all age of women and girls so they should be using various tactics
like that of social media, television and campaigns as well.
 So Morrison will be doing its promotion of organic beauty products
so that they are having greater reach than their customers as
compared to other competitors.

CONT….
Place-
 As Morrison is spread towards the whole UK and to
Gibraltar as well so the demand of quality and organic beauty
product in market is there. This will be leading to have greater
distribution of company and its convenient products distribution at
its retail outlets and online stores as well. It is very much important
for company they are doing their distribution of products and
service in much easy and convenient manner which will be helpful
for them in easily reaching to customers.
Product-
 As they are having the products of organic beauty care
which is made up of organic ingredients which are for different
type of skin and hairs into variety of product. There will be variety
of product which will be including like that of skin care items, hair
care items, hair colour as well.

CONT….
Core marketing deliveries
 It is very much important that company is able to attract majority of
customers as this will be helping company into improving current
marketing strategies for organisation in way of using the promotion
of products.
 The core marketing deliveries will be related with product Morrison
which is that of organic beauty care product will be that of creating
social media campaign as well.

CONT….
Launch stage
 There are in total 6 stages for launching of new product like that of
organic beauty care product like that of:
 Generating
 Screening the idea
 Testing concept and business analytics
 Marketability test
 Product development
 Commercialise
 Post launching review

CONT….
 Generating- This will be analysing the internal and external SWOT
analysis of company so that they are been able to achieving the
current marketing trend which is taking generating of ideologies
that is very much affordable, ROI and widespread distribution cost
into account.
 Screening the idea- This will be including the development of cost
by screening up of complete ideas so that innovation could be
included.

CONT….
 Testing concept and business analytics- It is very much important
that the whole process of new product development is building up
into systematic manner so that progress could be monitor.
 Marketability test- This will be including the testing of products
which is about to get launched so that product is providing with
information improvement.

CONT….
 Product development- Technical aspect will be very much perfect
without having any type of alterations in posting of products.
 Commercialise- At this stage it is very much important that all new
product development is been done in effective manner.
 Post launching review-This is important at time when company is
reviewing their NPD planning for looking of continues
improvement in products so that it could be introduced into market
with final price.

TASK 2
Recommendations
 It is very much important that company is able to grab larger share
into market so that they are been able to persuade all board of
director into proposing campaign which is increasing their share of
market.
 in way of increasing market share with help of innovation,
strengthening up of customer relationship and smart hiring up
practise it is very much important that it is been able to control its
total share of market.
 There are many type of strategies which could be employed by
company for increasing their share of market for longer run.

CONT….
 Targeted marketing- If the company in into the phrase of mature
markets then they could apply this strategy which will be using up
of all content. The communication directly with all buyers’ wills be
reminding or informing with benefits as well that is boosting up the
value proposition.
 Product redesign- If the Morrison is redesigning its product by
having additional need and increasing value of company and timely
delivery as well.
 New product development- If sales of your current product line
languish, you may need to replace exiting titles or extend Morrison
product line.

CONT….
Forecasts to the change in market share
 If Morrison is able to include the able included recommendations
then it will be easy for them to have increase of their sales and
market share will also be increased as well.
 For company it is essential that they are forecasting the impact of
their increased in market share with use of above included
strategies.
 As the share of market will be increased if they are able to follow
the strategy for increasing market share.

REFERENCES
 Ascarza, E., Neal, D. and Provost, F., 2018. In Pursuit of Enhanced
Customer Retention Management: Review, Key Issues, and Future
Directions. Customer Needs and Solutions, 5(1-2), pp.65-81.
 Burmester, A.B., van Heerde, H.J. and Clement, M., 2015. The
impact of pre-and post-launch publicity and advertising on new
product sales. International Journal of Research in
Marketing, 32(4), pp.408-417.
 Gordon, J. and Perrey, J., 2015. The dawn of marketing’s new
golden age. McKinsey Quarterly, 1.
 Lipizzi, C., Iandoli, L. and Marquez, J.E.R., 2015. Extracting and
evaluating conversational patterns in social media: A socio-
semantic analysis of customers’ reactions to the launch of new
products using Twitter streams. International Journal of
Information Management, 35(4), pp.490-503.