Comprehensive Marketing and Launch Report: ETR Eco-Friendly Motorcycle

This report details the launch of the ETR (Eco Turismo Racer) motorcycle, focusing on product design, promotion, pricing, and distribution strategies. The report begins with an introduction to product design and its significance, followed by an analysis of the motorcycle's features, including its eco-friendly design, unique features, and market segmentation. Part B outlines promotional techniques such as social media, direct marketing, and advertising, emphasizing the importance of brand awareness. Part C covers pricing, highlighting a competitive pricing strategy compared to competitors like BMW and Honda, and discusses distribution channels such as geographic distribution and auto exhibitions. The report concludes by summarizing the key aspects of product design and marketing strategies for successful product launch in the competitive market.

Group Work
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TABLE OF CONTENTS
INTRODUCTION..................................................................................................................3
PART A: PRODUCT............................................................................................................. 3
PART B: PROMOTION.........................................................................................................5
PART C: PRICING AND DISTRIBUTION.............................................................................7
CONCLUSION..................................................................................................................... 8
REFERENCES.....................................................................................................................9
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INTRODUCTION
Product design is considered as a procedure of creating a new product that can be
sold by business organisation to its customers. It facilitates in effective accomplishment of
customer’s needs and organisational objectives in an appropriate manner. In order to attain
better success, it is also essential for business organisations to focus on diverse promotional
techniques so that business can attain impressive level of success (Datson, 2014). With an
assistance of promotional tools, the firm can create better awareness among public in order
to attract customers. Moreover, decisions regarding pricing and distribution are also critical
activities which help in generating more profit by increasing sales.
PART A: PRODUCT
Auto-mobile sector is one of most significant aspects that contributes effectively in
economic development. In the present study, Motor-Cycle is chosen as a product to
understand the concept of product launch and designing. In addition to this, it can be said that
chosen sector is the most appropriate as per the current market scenario. Auto-mobile sector
is also having sustainable development which boosts opportunities for new product (Parnell,
2010). Along with this, organizations of auto-mobile sector are also focusing on design and
innovation factor which also provides great exposure to skilled workforce. As per the current
market scenario, auto-mobile sector is more focused towards effective development of hybrid
vehicles and environment friendly products. It also provides an opportunity to create better
world by launching an environment friendly and fuel efficient auto-mobile (Robert, 2012).
In support of this, it can be stated that new product (Motor Bike) will be developed as
per the current trends and market needs so that business can have impressive level of
success. Environment friendly features in motor-cycle will differentiate product itself from
other products available within the market. In other aspect, it can be asserted that uniqueness
in product features will provide better opportunities in the highly competitive market ( Verganti,
2013). In addition to this, auto-mobile sector consists of great tendency to change needs and
perceptions of customers by introducing diverse, innovative and eye catching aspects in the
product.
Moreover, current market statics also indicate that sales of auto-mobile sector has
increased to a great context which also creates an optimistic path for new product. Motor-
Cycle will also cover diverse unique features like auto key lock, digital meters, adjustable
seat, automatic adjustable side mirrors, etc (Vedin, 2006). It will attract more and more
customers along with helping to gain competitive advantage in the market. New engine will be
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developed to increase the fuel efficiency of product which in turn indicates positive impact on
the environmental aspects (Mohr, 2010). It will provide better protection to the environment by
efficient allocation of resources. Improvement in fuel efficiency will create better competitive
advantage and allow product to meet with the current trends of auto-mobile sector.
Furthermore, design of motor-cycle will indicate the heritage look which attracts young
age people and bike lovers. In other aspect, it can also be said that market segmentation for
new product will be demographic and psycho-graphic. With an assistance of demographic
segmentation, young age customers can easily targeted in order to meet the organisational
objectives (Jimenez, 2008). On the other side, psycho-graphic segmentation allows to attract
target customers by considering their lifestyle. For example, customers who love bike riding
and collection of bikes can be attracted towards new product and lead business to impressive
level of success. Bike riders are used to travel a lot that means the lack of fuel efficiency is
also one of critical issues for them (Cross, 2008). With the use of such new product, bike
riders can enjoy their ride and overcome the issue related to lack of fuel efficiency in an
optimistic manner.
Other than this, it has also been spotted that auto-mobile sector plays a vital role in
daily life of citizens. It means that sales opportunities are optimistic for the new product
(Motor-cycle). With the help of using new product, people can do journey to diverse places
and perform number of other tasks in a diverse manner. It is one of transportation mediums
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Illustration 1: Proposed design of ETR

that renders convenience and reflects lifestyle aspects (Boothroyd, 2014). New product will
be sold in the market with the name of ETR (Eco Turismo Racer). Design of product will be
unique which will attract more and more customers. In addition to this, it can be said that ETR
will be available for customers in vibrant colours like black, red, grey and blue.
PART B: PROMOTION
As per the current market scenario, it has been identified that promotion of product and
services is considered as one of the most critical aspects that can lead business to the
impressive level of success. In addition to this, promotion is one of the marketing mix that
performs various functions like selling, advertising, brand creation, etc (Bopp, 2011). In
support of this, it can be said that there are number of promotional techniques that can be
used to promote ETR in the competitive market. Classification of techniques can be as
personal selling, sales promotion, social media, newspaper, direct marketing, etc.
In the present market, number of auto-mobile organisations are operating business
which may create high level of competition. In order to have sustainability in the business, it is
essential to focus on effective creation of brand appeal through accessing diverse
promotional techniques. In addition to this, it can be said that effective consideration of well-
designed web portal will boost opportunities for ETR in the market (Adejumo, 2013). It will
facilitate in creating better awareness among target group customers as it provides support to
flow of information in context to Motor-Cycle features. Uniqueness in product’s features and
design will be passed as a message in promotional techniques so that more and more
customers can be attracted. Social media tools can also be used to promote product in an
effective manner. It will also impact the sales of product and provide better profit margin ratio
(Adejumo, 2013)). CRM and direct meeting will also assist business to create better
relationship with customers in order to boost the number of sales.
Other than this, newspapers and sports magazine advertising are also the
effective methods that can lead business to the impressive level of success. Pre-
launch campaigns and events can be organised in order to create better awareness
(Bopp, 2011). Music concert with a sponsorship of brand name is also one of
significant aspects that can create better awareness among customers. In addition to
this, it can also be said that various environment friendly campaigns are also
beneficial for new product launch (Boothroyd, 2014). Moreover, effective consideration
of diverse auto seminars and expo is also necessary as it will also facilitate business
to expose unique features of ETR in the market. It also has direct positive impact on
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the brand image and customer base. Executives can have direct interaction with the
customers in order to render them information regarding various features of motor-
cycle. Celebrity endorsement is also a vital aspect that can create brand image in the
market and provide various opportunities to the new product (Cross, 2008).
E-Brochure
ETRETR Let's experience the green
riding
 EASY Handling
 TOP Speed 450
 Adjustable seat Automatic adjust of side mirrors
Available Colours:
Visit: www.ETR.Com
WWW.facebook.com/ETR/details
* Terms and Conditions Apply
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PART C: PRICING AND DISTRIBUTION
Pricing and distribution are considered as significant aspects that relate with the
success of product in the market. In support of this, it can be said that pricing strategy helps
in effective determination of the profit margin ratio. It is essential to select price as per the
customer’s needs and market conditions so that business can have impressive level of
success. In addition to this, there are few competitors who are operating business in the UK
with a motive of making eco motor-cycle. Classification of competitors can be as BMW and
Honda (Jimenez, 2008). As per the current market examination, it has been spotted that
pricing of current motor-cycle manufacturer is high. In other aspect, it can be said that BMW
and Honda are also concentrating in eco biking but their prices are very high which is not
easily accessible for customers. It means that ETR has great opportunity in the market in
context to price as well as customer base. In this regard, ETR will be offered new product in
the market as per the customer’s needs at low cost as compared to competitors (Mohr, 2010).
It indicates that competitive pricing strategy is the most beneficial for the new product as it
provides easy reach to the customers.
Current customer need is eco-friendly products as per their needs which can suit their
income level. It means that with an assistance of competitive strategy of pricing, business can
have impressive level of success. In this respect, it is also essential to ensure that pricing of
product must be designed as per the value of it so that customers feel motivated to purchase
motor-cycle effectively (Vedin, 2006). In support of this, it has been spotted that BMW and
Honda are offering its bikes to customers at the price of nearby 4294 pound. As per the
consideration of competitors pricing, ETR bike will be offered in the market at price of 3099
Pound. It will attract more and more customers towards the business and increase the sales
of product as compared to BMW and Honda (Verganti, 2013).
Other than this, distribution channel includes a process that provides effective
movement of goods and services with an assessment of diverse sources. In other aspect, it
can be said that distribution channel will provide easy accessibility to the customers in order
to meet the organisational objectives. There are number of distribution channels that can
boost business opportunities (Robert, 2012). In context to auto-mobile sector and ETR, it can
be recommended to adopt geographic distribution channel. In this distribution channel,
various bike outlets need to establish in the middle of city so that ETR can be sold in an
appropriate manner. Supply chain process also needs to be designed in a suitable manner as
per the demand of product in the market so that supply system can be managed effectively
(Maltz, 2006).
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Moreover, ETR can also be sold in auto exhibitions at various events. It will work as a
convenience factor in front of customers and lead business to the impressive level of
success. Geographic distribution channel is the most suitable for auto-mobile sector because
while purchasing of motor-cycle, customers prefer to experience physical feel of product
(Layton, 2011). It will also increase the sales ratio of ETR in the competitive market.
Furthermore, advance booking counters can also be established at launch event as well as at
diverse geographic locations.
CONCLUSION
As per the above study, it can be concluded that product designing and its promotion
are considered as the most critical aspects. It is essential for business organisations to
consider current trends and market conditions in an appropriate manner so that product can
be designed as per the customer's needs. It has been identified that uniqueness and
innovation can provide various benefits to the product in form of features. It will also provide
various advantages to the business in form of monetary and non-monetary aspects.
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REFERENCES
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evidence from Vietnam motorcycle industry. Journal of Cleaner Production. 40. pp.101-
107.
Boothroyd, G., 2014. Product design for manufacture and assembly. Computer-Aided Design.
26(7). pp.505-520.
Bopp, M., 2011. The relationship of eco-friendly attitudes with walking and biking to work.
Journal of Public Health Management and Practice. 17(5). pp.E9-E17.
Cross, N., 2008. Engineering design methods: strategies for product design. John Wiley &
Sons.
Datson, D., 2014. Business cycles: looking beyond the downside for competitive advantages.
Journal of Business Strategy. 35(1). pp.9 – 19.
Ivy, J., 2008. A new higher education marketing mix: the 7Ps for MBA marketing. International
Journal of Educational Management. 22 (4). pp. 288–299.
Jimenez, J. D., 2008. Fostering innovation: The role of market orientation and organizational
learning. European journal of innovation management. 11(3) .pp.389 – 412.
Layton, R., 2011. Marketing: is management all that there is? Journal of Historical Research
in Marketing. 3(2). pp. 194-213.
Maltz, E., 2006. Integrating Marketing Intelligence Sources: Reconsidering the Role of the
Salesforce. International Journal of Market Research. 48(6). pp. 701.
Mohr, J. J., 2010. Marketing of High-technology Products and Innovations. Pearson Prentice
Hall.
Parnell, J., 2010. Strategic clarity, business strategy and performance. Journal of Strategy
and Management. 3(4). pp.304 – 324.
Robert, W., 2012. Business Strategy and Sustainability. Developments in Corporate
Governance and Responsibility. 4(3). pp.12-15.
Vedin, B. A., 2006. Design-inspired innovation. London: world Scientific.
Verganti, R., 2013. Design driven innovation: changing the rules of competition by radically
innovating what things mean. Harvard Business Press.
Online
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Available Through: <http://economic.upit.ro/repec/pdf/K1.pdf>. [Accessed on 9 February
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2015].
Tadajewski, M., 2014. The Philosophy of Marketing Theory. [Pdf]. Available Through:
<http://www.uta.edu/faculty/richarme/BSAD%206310/BSAD%206310%20Fall
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