BIZ301: Car Smell Detector Value Proposition Report

This report presents a value proposition for an innovative car smell detector designed to immobilize a vehicle if alcohol is detected on the driver's breath. It outlines a comprehensive marketing and channel strategy, emphasizing aggressive marketing tactics to overcome potential consumer hesitations. The target market includes car owners and commercial vehicle operators, with a focus on upper-class consumers and commercial clients. The product strategy details various detector models, including high-end and budget-friendly versions with features like fragrance release. The place strategy focuses on distribution through car showrooms, service outlets, and online platforms, while the pricing strategy employs premium pricing for domestic consumers and competitive pricing for commercial clients. Promotion strategies include advertising in business magazines and on digital platforms. The report also includes references to relevant academic research supporting the product's viability and market analysis.

Running head: VALUE PROPOSITION FOR AN INNOVATIVE PRODUCT
Value Proposition of Car Smell Detector
Name of the Student
Name of the University
Author note

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VALUE PROPOSITION FOR AN INNOVATIVE PRODUCT
Marketing and channel strategy approach:
Product:
Car smell detector is an innovative product which is designed in such a way that it
automatically immobilizes the car as soon as it detects high alcohol level in the driver’s breath.
An aggressive marketing strategy would enable the firm market the car smell detector and
encourage risk less driving (Yang & Gabrielsson, 2017).
Figure 1. Accident graph in Australia
(Source: tac.vic.gov.au, 2018)
The product would immensely help in reducing the accidents related with drinking and
driving. This innovative product would imminently minimize car accidents and add value to the
consumers. However, it can be said that this procedure of automatically locking down the car
systems would generate a feeling of resentment among drivers and thus, consumers may be

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VALUE PROPOSITION FOR AN INNOVATIVE PRODUCT
hesitant towards this feature. Thus, the firm should carry out aggressive marketing strategies to
counteract this resentment. The target market of this innovative product would primarily include
the people possessing cars and commercial vehicle owners (Guajardo, Cohen & Netessine,
2015). One must point out that, majority of the people possessing cars belong to the upper
stratum of the society. This means that the restriction that the car smell detectors place on rich
people from driving after getting drink may repel them. The firm should use an aggressive
marketing strategy to get access to maximum number of consumers and generate huge revenue.
The firm should sell the products through its own outlets and leading retail chains. The firm in
additional can allow some local retailers sell the products, thus benefitting them as well
(Kushwaha & Sharma, 2016). The competitive strategy of the firm should be selling of car smell
detectors at reasonable prices. It should position itself as marketer of high quality car detector by
using appropriate marketing mix that would be as follows:
Product:
The product, the car smell detectors should consist of highly advanced car smell
detecting machines that would be able to detect minute particles of alcohol in the breath of the
driver and even among the passengers. They should be available in different variants like high
advanced variants as well low priced variants. The expensive variants would target the upper
class customers and should have appropriate packaging to match up to their tastes. The car small
detectors should be available in several sober colors that would befit the expensive cars of the
upper class people. Similarly, the low price variants should have appropriate colors and heavy
duty attributes to be suitable for use in the commercial vehicles (Yang & Gabrielsson, 2017).
The products can have additional properties like releasing a fragrance to create a soothing
ambience in the cars. These attributes would create value for the customers.

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VALUE PROPOSITION FOR AN INNOVATIVE PRODUCT
Place:
The place strategy of the car smell detectors should be aligned with the purchase pattern
of the upper class customers and commercial consumers. The products should be available in the
leading car showrooms and service outlets. This would enable the upper class customers to
obtain the products easily. The next strategy should be availability of the car smell detectors in
places like car garages that are frequented by commercial vehicle owners. Similarly, the smell
detectors should be available in the local shops and remote areas. This would enable the firm to
sell these products among the customers residing in remote areas (Specht et al., 2014). The
products should also be available online for the customers to view and order. The products would
enable car companies reduce accidents of the customers, adding value to both.
Pricing:
The prices of car smell detectors cannot be determined in true sense since they are
priceless because they save lives of customers. The pricing strategy of the firm should enable it
to get access to both upper class domestic customers and commercial customers. The company
should fix premium pricing to attract domestic premium customers. This pricing strategy would
enable the firm to create a perception of high quality among this customer segment. Similarly,
the firm in order to attract commercial customers should fix commercial rates for the car smell
detector models designed for commercial vehicles. The firm can bundle other products like small
car parts to create value for customers (Chou et al., 2015).
Promotion:
The car detectors should be advertised in business magazines to attract upper class people
and business companies. These products should also be advertised on the digital platform to
attract large number of customers (Specht et al., 2014).

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VALUE PROPOSITION FOR AN INNOVATIVE PRODUCT

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VALUE PROPOSITION FOR AN INNOVATIVE PRODUCT
References:
Chou, C. W., Liao, W. C., Wu, S., & Wee, H. M. (2015). The role of technical innovation and
sustainability on energy consumption: A case study on the Taiwanese automobile
industry. Energies, 8(7), 6627-6640.
Drink driving statistics - TAC - Transport Accident Commission. (2018). Retrieved from
http://www.tac.vic.gov.au/road-safety/statistics/summaries/drink-driving-statistics
Guajardo, J. A., Cohen, M. A., & Netessine, S. (2015). Service competition and product quality
in the US automobile industry. Management Science, 62(7), 1860-1877.
Kushwaha, G. S., & Sharma, N. K. (2016). Green initiatives: a step towards sustainable
development and firm's performance in the automobile industry. Journal of cleaner
production, 121, 116-129.
Yang, M., & Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech
business-to-business new ventures: A decision-making process perspective. Industrial
Marketing Management, 64, 147-160.