Market Launch Paper

All vehicles require some type of motor oil to function. It is used to lubricate the parts and prevent the metal surfaces in the engine from grinding or breaking due to friction. The life on the engine can last longer when the oil is changed regularly. However, some people forget to check or simply do not want to get messy checking the oil level. The new Digi-Reader will allow the consumer to know at a glance the oil level, the oil pressure and alert the user when it needs to be changed. In this paper, Team B will identify the target market, key buyer behaviors, ways to manage during the product life cycle, features, benefits and the position statement will be analyzed.

The most challenging concept in marketing deals with understanding why buyers do what they do (or don’t do). Understanding the consumer’s behavior and decision motivators is key for marketers because it helps shed light on what is important, the needs and wants of the buyer. Understanding these challenges will enable marketers to create and design marketing programs that will be of interest to the consumer. Based on research, it has been determined that 75% of women drivers does not know how to determine oil levels in their vehicles or when the oil needs to be changed therefore Team B created the DIGI-Reader Dipstick with women in mind because this tool will constantly show oil level inside the vehicle and under the hood. It will also inform drivers when oil needs to be changed. This tool will save the consumers lots of money if they use this tool as recommended.

The DIGI-Reader was designed to revolutionize the car care industry. Therefore, the marketing team has already negotiated for a $750K budget for this marketing project. The Chief Marketing Officer (CMO) Ted, have conducted numerous training sessions for the team. The CMO has made an unprecedented effort to ensure each member of the team understands the Product Life Cycle (PLC) theory and how to manage each level of the...