Marketing Plan

Introduction

Company G is a small appliance manufacturer. They have developed a line of high quality, asthetically pleasing appliances.

Mission Statement

“We enable consumers to improve the quality and convenience of their lives by providing high quality, innovative electronic solutions.”

The Product

Company G has developed a coffee maker that produces a consistent cup of coffee completely customizable to the consumer’s personal taste. This product is designed to save time and hassle while delivering an enjoyable experience.

The Start Your Day Right coffee maker is an innovative, convenient solution to the hassles and inconsistencies that plague the average coffee drinker. The product incorporates cream and sugar dispensers that can be adjusted to the preferences of the consumer. For example, the consumer likes one tablespoon of cream and a teaspoon of sugar per cup of coffee. The product will dispense these exact amounts while dispensing coffee. This ensures a well mixed and consistent cup of coffee each and every time. The coffee maker has three chambers, to hold the coffee, cream, and sugar. A built in programmable timer allows the consumer to set the time the coffee maker begins to brew.

Target Market

The target market for this product is coffee drinkers between the ages of 25-65. They are professionals who are looking to save time and enjoy maximum value. Single or married with household incomes above $60,000 and enjoy high end appliances.

Market Objectives

Product Objective

To introduce the Start Your Day Off Right coffee maker to the market. Production levels of 50,000, 100,000, and 200,000 units in years 1, 2, and 3 respectively.

Price Objective

Price the product competitively with other high-end coffee makers. The additional functions of the product will position this coffee maker as a high value product in a class all its own.

Place Objective

Place product with 4 major national retail chains, 8 regional chains, and 50...