Strategic Analysis: Product Launch of Unilever Refrigerators

This report provides a comprehensive analysis of the strategic considerations for launching Unilever refrigerators. It emphasizes defining the target audience, understanding customer needs, validating the product through pre-launch sales, conducting competitive analysis, and offering free trials to gather feedback. The report also explores the use of predictive modeling, content scoring, and digital analytics tools like Mixpanel to optimize marketing efforts and understand customer behavior. By leveraging these strategies and tools, Unilever can enhance the likelihood of a successful product launch and build long-term customer relationships. Desklib offers a range of similar solved assignments and past papers for students.

Product launch 1
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Product launch 2
Information to analyze
When launcing this product to the market, the first thing I would do is to define the
target audience and know how to reach them. Understanding the target audience and knowing
how to reach them effectively is very critical to successful product launch. The reason this is
critical is because the information, the channels and the languages you use when communicating
with them and when appealing to their demographic may vary from audience to another (Di
Benedetto 2018, p. 53). Also, understanding the target audience will give Unilever the direction
in their marketing, facilitating more consistency in their messaging which allows them to
authentically connect with their customers. Secondly, is to know and have a deep understanding
of the problem the refrigerators will be solving is also very crucial to their success. I would
ensure that the company tests the refrigerators first to know if it will fulfill the customers unmet
needs.
Thirdly, the validity of the product that is launching by making the first sale before it
launches to build the brand in the market even before it is launched. Doing this will enable the
company to see whether the customers will buy the product based on a pitch which will inform
the company on the chances of it selling when it actually exists in the market (Hultink et.al 2016,
p.243). Fourth, I will do a competition analysis which will allow the company to be different by
figuring out our brand differentiators and also by recalibrating to fill any void that exists. Lastly,
I would analyze the possibility of creating a free trial before the launch of the refrigerator aiming
to get as much feedback as possible before the official launch. Also, the users will experience the
refrigerators themselves by seeing how it works which will enable the company to see whether
the refrigerator can deliver it’s market expectations which will also determine whether it will
succeed or fail once it launches.

Product launch 3
Analysis tools to use
One of the tools would be predictive modeling which takes conventional data that is
kept by the marketers where it compiles it and then crunches it so as to reveal the patterns that
could confidently predict the behavior of the future buyers. Predictive analytics will allow the
company to assess the content or messages they should be putting together more concretely so as
to optimize their potential revenue. Secondly, content scoring which takes a look at the singular
marketing deliverables effects to revenue (Griffith et.al 2015, p.65). These will enable the
company to identify various pieces of content the customers interacted with before which made
them purchase the product which attribute to the relative percentage of total revenue that was
driven by the customers to the pieces of content. This will inform the company on the content
pieces to put together for the refrigerator to successfully sell after the launch. And lastly, if the
company decides to do their analysis on digital platforms, they can use mixpanel analytical tool
which tracks customers’ behavior informing the company on what the customers are doing on
the platforms and the time they are spending in the applications (Barret 2018, p.82). This data
will be very useful to the company as it will allow the company to compare the retention rates for
the users that is based on the marketing strategy the company used to win the customers over
enabling them to see the strategies that resulted to the long-term customers who are very
valuable to the company.

Product launch 4
References
Barrett, CB 2018, Market analysis methods: are our enriched toolkits well suited to enlivened
markets? American journal of agricultural economics, vol.78, no.3, pp.80-87.
Di Benedetto, CA 2018, Identifying the key success factors in a new product launch. Journal of
Product Innovation Management: an international publication of the product development &
management association, vol. 16, no.6, pp.45-63.
Griffith, JF., Celsi, M., Ortinau, DJ and Bush, RP 2015, Essentials of marketing research. New
York, NY, McGraw-Hill/Higher Education., p.64-71.
Hultink, EJ., Griffin, A., Hart, S. and Robben, HS 2016, Industrial new product launch strategies
and product development performance, Journal of Product Innovation Management: an
international publication of the product development & management association, vol 14, no 4,
pp.233-265