New Product Launch Marketing Plan, Part II Essay Example for Free

New Product Launch Marketing Plan, Part II Essay The following is the second part to the iNKtopia product launch plan. The second part of the marketing plan consists of a detailed target market profile, including buying behaviors, decision motivators, and organizational target markets. The plan also includes steps to manage each stage of the product life cycle and tactical plans for the Four P’s. Finally, the second part of the marketing plan expands on the product offering expressed in part one and a new position statement to drive iNKtopia’s positioning strategy. Market Profile The defined target market profile of the consumer group that the company needs to market to is easily defined in the region but covers many different business groups. The target market for iNKtopia’s will be concentrated at first in the region centrally located geographically to the main facility of iNKtopia. This will allow easy access by potential customers to iNKtopia for convenience of use. Being located in the business district also allows iNKtopia to offer pickup and delivery of larger orders directly to the customer. The availability of an established customer base already using the product that iNKtopia has to offer has advantages and disadvantages. Most small businesses in the area use printers in everything from cash registers to small desk computers in the business work place. Most ink purchases are acquired by making a trip to the local office supply where house taking away valuable time from work that could be used for other more important tasks than driving to the store and purchasing ink. The availability of iNKtopia’s on sire delivery can be used an appealing time and cost saver when presented to the business owners. Larger businesses usually have a local contract with a local supply where house that delivers directly to the business. Selling the local angle at lower rates with a personal touch would help make inroads into larger businesses (gunter, 2013). Product Life Cycle The first phase of iNKtopia’s product life cycle is the introduction phase. The introduction phase â€Å"†¦is a period of slow sales growth as the product is introduced in the market. Profits are nonexistent because of the heavy expenses of product introduction† (Kotler Keller, 2012, p. 310). iNKtopia will provide ink refilling services to consumers at a more reasonable price and providing quality service with a degree of options to meet customer needs. In this phase iNKtopia will focus on providing a quality product that is cheap to manufacture to help offset startup cost. During this phase, iNKtopia will go with a pricing strategy that will keep the product price low to attract many new customers to the products and services. This is contrary to a pricing strategy that will price the products higher to help recoup start-up cost. INKtopia is focused on providing high quality low cost products and services to its customers. This phase will be critical to the success of iNKtopia because the ink refilling service is a brick and mortar establishment that enables customers to walk-in and refill ink cartridges of all different types at a reasonable price. The products and services that iNKtopia will provide will only be available in iNKtopia stores which will create a greater need to use great promotions, print ads, and television ads to spread the word about the next big thing in ink. Growth Phase The growth phase is â€Å"a period of rapid market acceptance and substantial profit improvement† (Kotler Keller, 2012, p. 310). In the growth phase the sales and profits of iNKtopia products will start to rise. During this phase iNKtopia will keep the product price the same to capitalize on earnings made from the new product while ensuring product quality preserved. During this Phase iNKtopia must expand the products distribution during the growth stage. To achieve product distribution the company can start to deliver services to local business. This will create an option for consumers to avoid the hassle of going out to get ink by having iNKtopia bring the ink to the business. During this Phase iNKtopia will increase advertising on television, print ads, and provide discounts and incentives to customers that want the ink delivered. The increase of advertising will continue to help the company grow, expand, and build a larger consumer base. Maturity Phase The maturity Phase will create â€Å"a slowdown in sales growth because the product has achieved acceptance by most potential buyers† (Kotler Keller, 2012, p. 310). As iNKtopia’s profits become stable or deteriorate because of an increase in competition the company must look to diversify. If the company is successful up to this point the product will unavoidably lead to more competition. Competitors will eventually start introducing similar products, or larger ink companies may simply lower the price of their ink. Therefore iNKtopia will need to diversify or develop new products, services, or lower costs to distinguish iNKtopia’s products from the competitors. Ideally, iNKtopia can enhance customer services and its image to become a leader in the ink industry. This could also be coupled with a change in the pricing strategy by slightly lowering the cost of iNKtopia products. However, iNKtopia will strive to create superior customer service and innovation of the ink business to hopefully create additional sales and attract even more customers. Another promotional idea would be to focus on the environmental aspects of refilling cartages with iNKtopia ink instead of buying a new cartage each time a printer runs out of ink. The company can then focus advertisements on superior customer service and environmental benefits of purchasing product from the iNKtopia. Decline Phase The decline phase is â€Å"when sales show a downward drift and profits erode† (Kotler Keller, 2012, p. 310). Demand for iNKtopia products will in the long run diminish as newer technologies change how documents are viewed. From this time, iNKtopia is limited on options because ink may no longer be the primary source for document printing. INKtopia will have the choice to keep the product and sell it at greatly lower price or to terminate the product and transition to the new printing source. In this specific industry if ink is phased out there is really no way to continue increasing sales because finding a new use for ink is unlikely. It would be ideal to focus on the innovation that technology brings and ultimately move away from ink. The company can focus promotion on other products and services that the company may offer. Product Mix The iNKtopia product mix consists of several different products and services. Figure 1 below shows the width and length of the iNKtopia poduct mix. Figure 1. Product Mix Width and Length for iNKtopia. Cartridge Refills Features: High quality ink for the top 10 printer companies in the world. iNKtopia can refill the existing cartridge within 24 hours of drop-off. In most cases, a replacement cartridge will be given as a complimentary service to customers. Benefits: Fast and convenient service. The complimentary cartridge swap assists customers with minimal down-time. Recycled Cartridge Sales Features: The sale of recycled and refilled ink cartridges for the top 10 printer companies. The cartridges will look brand new and perform at the same level as a new cartridge. Benefits: By reselling recycled ink cartridges, iNKtopia is decreasing the footprint of wasted materials and lowering the cost of goods on to the customer. Customers will rest assured knowing they have a quality product that has saved waste and decreased costs. Contract Ink Service Features: Convenient and on-time ink refilling services. iNKtopia will come to the business location, remove ink cartridges, refill them, and reinstall them in the printers. Quantity of refills per month will depend on the contract service signed. Benefits: This service takes the worry out of running out of ink. Once a cartridge is out of ink a simple phone call or email will dispatch an ink specialist within 4 business hours. The contract service enables companies to plan for ink costs and not worry about the hassle of ordering and replacing ink cartridges. This service is also cheaper than a traditional ink cartridge replacement and is better for the environment. Contract Printer Service Features: Convenient and on-time printer maintenance and repair services. Every service plan includes preventative maintenance service to help reduce future downtime for printing equipment. Depending on the contract service, a specified amount of time for repair will be available each month. Benefits: By purchasing a printer service plan, companies can save money per hour of labor. These plans also take the worry from broken equipment because a printer technician will be onsite within 4 business hours of a service call or email. Branding The branding of iNKtopia begins with the company’s name. The name is a combination of the major service â€Å"ink† and â€Å"topia† which means place. It also reminds consumers of the concept of a utopia; which many people associated as an ideal or perfect place. The name is catchy and identifies the business. The branded name is also used as a symbol on packaging for ink cartridges and shipped boxes. The company graphic is shown below in Figure 2. Figure 2. iNKtopia Logo. Differentiating Characteristics Unlike most ink refilling services, iNKtopia provides a one for one swap of cartridges to minimize customer downtime. Packaging and Labeling Every refilled cartridge will be shrink-wrapped to maintain cleanliness standards. The packaging will consist of iNKtopia graphics and information. Most refilling companies refill cartridges and give them back to the customer. This causes the business to miss a marketing opportunity. By shrink-wrapping the cartridge iNKtopia is able to label the product. The label can serve several purposes, including identifying, grading, describing, and promoting the product (Kotler Keller, 2011). Warranties and Guarantees iNKtopia provides a limited warranty on cartridge refills. Each refill also has an expressed guarantee written on the shrink-wrap around the cartridge. This guarantees a clean, refilled, and operable ink cartridge. If a customer has any concern over the quality or condition of the cartridge it can be returned for no additional charge. In the case of a return due to error, a hardship discount will be applied to the customer’s next purchase. Conclusion The second part of iNKtopia’s marketing plan described the target market, buying behaviors, decision motivators, and organizational target markets. Second, the plan examined methods for managing the stages of the product life cycle, including tactical plans for the Four P’s at each stage. Finally, the plan expanded on the product offering from part one and provided a new positioning statement.

The Legalization Drugs Essay -- Drugs Legalization Health Essays

The Legalization Drugs The dawn of the twenty first century has ushered in a new age of optimism and wonder. Despite the proclamations of television, all is not in well in our part of the world. Our societies have succumbed to the modern holy war on drugs. Being fought against our own citizens and citizens abroad, an international effort to eradicate drug production and use has undoubtedly failed leaving in its wake social unrest and political chaos. Assault, property crime, racial and economic marginalization, murder, corruption and many other undesirable things are burning through society fueled by the drug war's cold and inhuman policies. In addition to these problems there are the initial problems that drug users incur on themselves and society; the same ones the drug war was supposed to eliminate. Prohibition is an old idea that is not practically attainable in a democratic society that values individual rights. Experiments with the prohibition of alcohol failed miserably and cost many people their li ves. If the justification behind the drug war is human health and wellbeing, as governments would have us believe, then refraining from using the police to murder and spy on our citizens would be a good start to solving the problem. A form of regulated legalization of drugs would be a tolerant middle ground that recognizes the inevitability of drug use and strives to make it as safe as possible. Regulating the market for drugs and researching new psychoactives would lead to a safer drug experience. Legalizing would eliminate the need for an invasive and brutal police force and halt the slow decline of our civil rights and liberties. With the strain of drug related policing removed, serious crimes could be given the resources they deserve. Organized crime would lose its foothold in the world economy along with its influence and power. It is for these reasons and others that the we must wake up and reject the 'drug free' utopia that we are being force fed and speculate objectively abo ut a society with realistic policies based on the facts, not vague moral convictions. An immediate effect of a legalized drug market would be increased safety for drug users. Adulterated drugs off the black market are responsible many unnecessary deaths. (www.dancesafe.org) Drugs created in clean environments subject to inspection and quality control would be far superior ... ...g/factbook/ecstasy.htm">http://www.cdsp.org/factbook/ecstasy.htm] "Special Report - Losing the War on Drugs" Date accessed: October 5/2000 [<a href="http://www.ottawacitizen.com/drugs/">http://www.ottawacitizen.com/drugs/...] "Militarization of Drug Enforcement" Date accessed: September 13/2000 [<a href="http://www.cdsp.org/factbook/military.htm">http://www.cdsp.org/factbook/military.htm] "Prisoners" Date accessed: September 13/2000 [<a href="http://www.cdsp.org/factbook/prison.htm">http://www.cdsp.org/factbook/prison.htm] "Syringe Exchange" Date accessed: September 13/2000 [<a href="http://www.cdsp.org/factbook/syringee.htm">http://www.cdsp.org/factbook/syringee.htm] "The birth of a new generation" Date accessed: October 16/2000 [<a href="http://www.opiods.com">http://www.opiods.com] "Treatment" Date accessed: September 13/2000 [<a href="http://www.cdsp.org/factbook/treatmen.htm">http://www.cdsp.org/factbook/treatmen.htm] "Twelve Reasons to Legalize Drugs" Date accessed: September 9/2000 [<a href="http://www.erowid.org/psychoactives/policy/policy_writing1.shtml">http://www.erowid.org/psychoactives/policy/policy_writing1.shtml]

Movie : American History X Sociology Essay

In a shocking opening scene, teen Danny Vinyard who is played by Edward Furlong, races to tell his older brother, neo-Nazi Derek, about the young blacks breaking into his car in front of the house, whereupon Derek gets his gun and with no forethought shoots the youths in their tracks and he forces the other man to put his mouth on the curb, then brutally kills him by stomping on the back of his head, crushing his mouth against the curb. Danny watches in horror as this unfolds. The police arrest Derek as he smiles at a shocked Danny.. Derek having already been influenced by the latent racism of his bigoted firefighter father. Derek is driven to action when his father is shot and killed while fighting a fire in a suspected Compton drug den. Eventually Derek becomes second-in-command of a neo-Nazi street gang, The D.O.C. (Disciples of Christ), and entices young whites to join. Tried and convicted, Derek is sent away for three years in prison, where he acquires a different outlook as he contrasts white-power prisoners with black Lamont, his prison laundry co-worker and eventual pal. Flashbacks, told in reverse chronology and represented by black-and-white throughout the film which is opposed to the present-day events represented in color, Meanwhile, Danny, with a shaved head and a rebellious attitude, seems destined to follow in his big brother’s footsteps. After Danny writes a favorable review of Hitler’s Mein Kampf, black high-school principal Sweeney puts Danny in his private â€Å"American History X† course and assigns him to do a paper about his older brother, who was a former student of Sweeney’s. This serves to introduce flashbacks, with the film backtracking to illustrate Danny’s account of Derek’s life prior to the night of the shooting. Monochrome sequences of Derek leading a Venice, California gang are intercut with color footage of the mature Derek ending his past neo-Nazi associations and attempting to detour Danny away from the group led by white supremacist, Cameron, who once influenced Derek. At a neo-Nazi party which Derek and Danny are both attending (despite the fact that Derek told Danny not to attend), Derek confronts and tells the leader, Cameron Alexander, that he will no longer associate with him and the gang and tells him to â€Å"Stay away from me and Danny†, at which point Cameron provokes and insults Derek. Derek beats him up and finally, kicks him in the head, which knocks him unconscious before leaving his office. At school the next morning, after Danny uses the urinal in the bathroom, he is confronted by a young black student named Little Henry, with whom he had a confrontation the previous day. The student pulls out a gun and shoots Danny in the chest, killing him. When Derek arrives, he runs into the bathroom and tearfully cradles his dead brother in his arms. The ending credits are Derek saying one of Abraham Lincoln’s famous sayings, â€Å"We are not enemies, but friends. We must not be enemies. Though passion may have strained it must not break our bonds of affection. The mystic chords of memory will swell when again touched, as surely they will be, by the better angels of our nature.†There are a few conflicts in the movie. One is that Derek between the neo-Nazi after he gets out. The term subculture refers to cultural patterns that set apart some segment of a society’s population. Cultural diversity also includes outright rejection of conventional ideas or behaviors. Counterculture refers to cultural patterns that strongly oppose those widely accepted within a society. In American History X it explores the neo-Nazi skinhead subculture in America. The skinheads are portrayed as hate-mongers; they believe in white supremacy and blame everyone else for their problems. The movie in a strong way, teaches that everyone deserves a second chance in life. Racism exists in many ways while American History X portrays one aspect of racism. The director portrays the neo-Nazi culture of America; their beliefs, reasons, and assumptions on others. American History X thoroughly exposes America as what it is today. Every day, crimes of hate are being committed mostly by blacks and whites. In the movie Derek’s father is portrayed as an ordinary working-class family man rather than a bigot to show that racism can stem from ignorance and the need to find a social  scapegoat. Shots of Derek staring attentively at his father then looking down and playing with his food show his confusion, and his final submission under his father’s demands for agreement â€Å"Yeah†¦I never thought about it like that.† The confusion shows that Derek is impressionable, and finally believes that social problems can be generalized to be blamed other races. The change that comes from this scene is shown in a news interview tape after Derek’s father is shot while fire-fighting in a black neighborhood. Derek’s growing hate forces his change in that moment from a timid, grieving son to an angry young man whose anger is given an outlet by the shadowy adult neo-Nazi, Cameron. In chapter three the author talks about norms which mean the rules and expectations by which a society guides the behaviors of its members. Mores are referred to norms that are widely observed and have great moral significance. People are more flexible about folkways. Folkways are norms for routine ad casual interaction. Examples include ideas about appropriate greetings, and proper dress. In the movie American History X there were a few morals that were shared between the members of this subculture. One of the main morals was that the white supremacy was better than the rest of the ethnicities. In one scene of the movie Danny says â€Å"I hate anyone that isn’t white Protestant.† Ethnocentrism is the practice of judging another culture by the standards of one’s own culture. Some degree of ethnocentrism is necessary for people to be emotionally attached to their way of life. But Ethnocentrism also generates misunderstandings and sometimes conflicts. Cultural relativism is the practice of judging a culture by its own standards. Cultural relativism requires not only openness to unfamiliar values and norms but also the ability to put aside cultural standards we have known all our lives. Even so, as people of the world come into increasing contact with one another, the importance of understanding other cultures become ever greater. One person who is ethnocentric is Danny who judges other cultures mainly the black culture because he was raised around a neo-Nazi brother and father most of his life. Derek was ethnocentric but due to some circumstances he turned into cultural relativism because he was more open and more understanding since he came back from prison. He went to prison because of his actions as an ethnocentric. He came out a changed man because he got raped because he was a neo-Nazi and his cell mate was a black and he was the only one who helped him and before Derek was released his cell mate was murdered. The social message in this movie was that racism is still a big problem here in America. It might not really look like it but it still exists. The movie insights of the racist of our social world. It also shows the audience an insight of the ethnocentrism community.

Immigration to the Land of Opportunity Essay examples

Immigration to America is often a decision made in order to discover a better life for a family or individual. America’s founding ideals are usually what compel foreigners to move to the US. The stories of America being the â€Å"Land of Opportunity† have continued to persuade people to immigrate. Although immigration in the 20th century is much different from recent immigration, the underlying reasons for moving to the US are usually quite similar. Anna Romano was 24 years old when she, her husband Gino, and her expected daughter moved from Ponza, Italy to the United States in 1971. Her sister-in-law was the first of her relatives to move to the United States, in hopes of finding opportunity for her family. After hearing great things about†¦show more content†¦Although they had exceedingly high expectations for life in America, these expectations were met when they arrived. The lifestyle changes that came along with the transition from the small island of Ponza to the city of Boston were quite drastic. When they first arrived in America, Anna and Gino lived with Gino’s sister and her husband. Shortly after their arrival, Anna gave birth to her first daughter. Seeing as Anna and Gino did not know any English, it was difficult for them to adjust to the American culture and lifestyle. Fortunately, Gino quickly found a job that had many Italian employees, so he was able to communicate with them without difficulty. Anna, on the other hand, did not have similar luck. In Ponza, most women did not work. Therefore, she did not have any experience or specific skill in addition to speaking only Italian. This made it incredibly difficult for Anna to find work. However, she came across a job as a housekeeper, and did this for several years. In Ponza, employment was much different than it is in America. Fishing and owning small shops were most of what the jobs consisted of on the small island. These jobs did not pay much. In America, Anna and Gino were paid weekly and consistently, which was a huge benefit for them despite the fact that they were not paid very much. ThisShow MoreRelatedImmigration : The Land Of Opportunity1583 Words   |  7 PagesAmerica throughout history has always existed as the land of opportunity. This land gave immigrants the opportunity to leave their country since political unrest and lack of opportunity become an issue. These immigrants were willing to leave behind their homes, cultures, and relationships and start fresh in another country. 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