Transcript: ePOS Delivery Agent App by Cashfree Product Launch Strategy 31/12/2020 By Surbhi Aggarwal SUMMARY SUMMARY 1. Pre-launch Research Content Building Media Plan 2. Launch Communication Launch Support to CSM 3. Post Launch Stats Analysis Improvements if needed PRE-LAUNCH Pre launch of the app will consist of activities which will act as a support as well as foundation for the launch period PLANNING The marketing planning for the ePOS delivery agent app will include activities ranging from cracking the positioning strategy to personify that communication in the minds of the consumer. Teams Involved Product | Design | Marketing Discussion with Product Team Create step wise in-app screenshots Internal walkthrough video Set launch Goal Launch ROI targets and other strategies For eg. No. of App downloads, Referral Traffic, Website queries etc Market Research Competitor Research Research about the closest offering by the competitors (Instamojo, pinelabs, Razorpay etc) Their positioning narrative and market response to the offering Their Product value gaps and communication gaps which we might fill Persona Building Defining the touchpoints of the customers Geography to target (cities) What customers will value How will they make purchase decision Customer Touchpoints Customer Touchpoints Facebook LinkedIn Instagram Twitter Youtube Online Podcast Google Ads In-App notification Email Blast Whatsapp Triggers TVC Radio Out of home posters and flyers (with QR code linked to Playstore) Offline Stratification on the basis of geography for eg. Region wise (north, south, east or west), City wise (Tier 1, 2 or 3) etc Geo-Targeting Determining product and feature name (which the product already has in our case i.e. ePOS Delivery Agent app) Charting out the USP Writing messaging & positioning brief Positioning Strategy USP of ePOS app is one click Integration of Payment Gateway to your business USP Align Sales & Support Team Align Sales & Support Team Preparing presentation and collateral for the new offering i.e. ePOS Delivery Agent app Charting out the target customer base for the communication Explaining the USPs and positioning strategy in the market Discussing ROI targets and future scopes Identify Marketing Channels Social Media Channel A The targeted merchants will be available on social media platforms, hence targeting them via organic and paid techniques will be increase the awareness LinkedIn Facebook Instagram Twitter Video Platforms Channel B YouTube -Video (Tutorial | Promotional) Podcast platforms such as spotify Google Ads Channel C Hence, Search & display ads on google and YouTube Research says that in 2020, the term "online store" was searched 4 times more as compared to 2019. Those searching for online store would be expecting online payments as well. Other Digital Platforms Channel D In-App notifications, Email Whatsapp Mass Media Channel E TVC Radio Out of home posters and flyers When to release what communication on which platform Create Media Plan Set up campaign calendar Set up campaign calendar In Digital: Social media calendar, Email calendar, Ads calendar, SEO calendar, In-app notification calendar etc) & In Offline TVC broadcasting calendar Radio Jingle Frequency & Calendar Develop Plan for Testing A dipstick testing for the entire communication and media planning by sending out some collateral to a sample audience. Creating Press Plan Local Newspaper Publication Selecting publications to release the launch news (online) Finalize Press Release (Content and dates) Create PR Plan Update homepage Create new landing page Update CSM (Customer Sales Management) Website update CREATIVE DEVELOPMENT Content and Design creatives based on the planning Writing creative brief Derived from Positioning Brief Create marketing assets for targeted channels YouTube Video 1 tutorial 1 promotional (animated or narrative etc) WhatsApp Content Whatsapp promo creative and copy TV commercial (60 sec) shoot or production (Agency finalization>>production>>media relations>>broadcasting plan) Posts Creatives, Static Posts and Infographics (For In-app notifications & Digital Platforms in various sizes) Blogs Product Explained | Industry Benefits & Applicability | How to__ Radio ad jingle Video Ads snippet (10 sec Advertorial) for Platforms like Youtube, Facebook, Instagram and OTT like Hotstar, MX player, SonyLiv etc) Emailers (Prelaunch | Launch | Post Launch ), online newsletter Podcast With a senior leader of the team explaining the product and the ease it will bring to the payment gateway space Nurturing Email campaign Social media postings Link Building Plan PROMOTION LAUNCH Media Plan Launch Media Plan Launch Channel A to D (Digital): First Stage Channel E & F ( Offline): 2nd Stage Consistent Interaction with Support Team Support to Sales and Customer support Team Referral Program Referral Program We can run referral program for the merchants providing them incentive on every new merchant onboard #1 #3 #2 Incentive credit Sharing
Transcript: New implants with better longetivity to improve quality of life of younger and active arthritic patients Plan Enhance bioactivity and accelerate soft tissue vascularization and bone integration on the short and long-term Reduce stress shielding Visual aid Sales product overview brochures Surgical technique brochures Technical information booklets Reminder card Educational patient kit Reprint from medical journal Powerpoint presentations for sales and KOL Video Demo instrument kits Appropriate exhibition samples and model Promotion Next generation of porous implants with enhanced fixation and rapid osseointegration for revision of active arthritic patients High performance Unique Technology Versatility Patient benefit Medical call Mailing Meeting Key international meetings / exhibitions / trade show / workshops / live surgeries / VIP visit / Seminars Medical press: interview with KOL Competitors Jonathan Pradel PINNACLE Revision System Revision cases Titanium Thank you Post-launch follow up Marketing mix Tritanium Primary Acetabular Shell Primary total hip replacements Titanium Material The new REDAPT cup Revision cases Titanium Received FDA 510(k) clearance in 2015 Training packages for sales teams Training packages for customers Run a product demo for internal training Plan the launch event for customers and for our team Factors driving the market's growth: Aging population Increasing prevalence of obesity Rising degenerative joint diseases (arthritis and osteoporosis) Rise in active lifestyle Patient are better informed and have higher expectations Technological innovation: Improved orthopedic implants and surgical procedures Unique combination of the most-advanced bonelike substance and the next generation in cementless coating technology Product Product Launch Plan Market Needs Pre-Launch prep PR campaigns topics Initial testing Quality certification or approval Launch announcement Awards Case study Training programs or educational initiatives Emerging applications for the technology Expansion or investment Milestone units sold (1K, 1M, etc.) Send launch email Launch event Post frequently on social media Listen, monitor, and respond online Ask KOL to help spread the word Write personal notes to your first customers Trabecular Metal™ Modular Acetabular System Total hip arthroplasty Tantalum Write press release Press kits Press tour Digital pressroom Social Media programs Positioning Define consumer purchasing path Set distribution strategy Name product Conduct trademark search and secure product domain Create style guide Create a user guide Create a customer support guide Launch Planning Unique selling Points The global orthopedic devices market is anticipated to reach $43.1 billion by 2024. The global knee and hip replacements market 5.15 % compound annual growth rate through 2021. The hip orthopedic devices segment held the second largest market share in 2015. Price Factors hindering market growth: High costs of surgery Austerity measures after 2010 PR campaign Product Patient and Surgeon feedback Use of feedback for promotion Use metrics to compare results with objectives Launch Place Set Launch goals, budget, date and timeline Create launch team roles and activities Competitive Advantage Market Opportunity Reimbursement Set Pricing strategy Warranty and Return Policy Offer increased functionality, longevity and allows patient to come back to an active life style Market receptivity (key customer feedback, focus groups) Explore regulatory or compliance requirements
Transcript: If only Data Center could cost you less... Energy-related costs account for around 12% of overall data centre expenditure. Gartner said energy costs are the fastest rising cost in the data centre. If only we could cut energy costs or have it for free: Solar panels are one of the least cost-effective ways of combating climate change and will take 100 years to pay back their installation costs, the Royal Institution of Chartered Surveyors (Rics) warned yesterday. Jeremy Leggett, executive chairman of Solar Century, complained that Rics' figures failed to assume any rise in energy prices, when a conservative estimate of 10 per cent a year would transform the calculations. He estimated the current payback of power-generating PV panels was 13 years. or ? Vertical exhaust duct system with wind generators that can generate up to 15% of data-center energy requirements. A retrofit version that can be installed in existing Panduit vertical exhaust duct is also available Features and Benefits Reduces Energy costs Uses redundant space No planning restrictions Excellent ROI available Green Credentials Future proofing Constant return as wind speed consistent Typical airflow speed is 4m/s in a datacenter, but this will increase within the exhaust duct if we assume 6m/s. 3 turbines will provide 0.15kw which equates to 5% of the energy needed However 1 interesting fact is that as the airflow increases the power generated increases exponentially at 10m/s 3 turbines will generate 0.5kw which equates to 15% of the energy needed. Therefore you can increase the cooling rate enabling you to add higher density switches at minimal or no increase in energy costs. Return on Investment The return on investment depends on the airflow speed in the data-center at airflow speeds of 5m/s you should be able to generate between 5% and 10% of total energy requirements. As airflow increases your total return increases exponentially. In a tier IV data-center with 700 cabinets you could save between $2.5 to $5million per annum on energy costs. New Product Launch
Transcript: Geographic: Region- Semi-urban, Urban. Psychographic: Lifestyle: Sports oriented, outdoor oriented and family oriented. Personality: Ambitious, Individualistic. Behavioral: Occasions: regular, special. Benefits: quality, economic and taste. Men and women age 15-35 PRODUCT : Products are the goods of the company that they offer to their target market. Currently, Ice up is the first Product. PROMOTION : We have some ideas related to the advertisement and promotion. Selection of the media vehicle will depend largely on the target market. The company’s target market comprises of youngsters between the age group of 13-26. Following are the media through which the company will reach the target market. Television Social Media Billboards Magazine Newspaper Radio Outdoor advertisement Question’s Please ?? & Thank You… INTRODUCTION SEGMENTATION PRINCIPLE OF MARKETING PRODUCT LAUNCH First carbonated drink which can be made by powder. Easy to carry a carbonated drink in your pocket. Instant and easy to make. Chiller crystal. ICE UP Based on our market studies and findings, we are confident that the launch of Ice up will penetrate the existing market and thrive. CONCLUSION Market Positioning YES NO Increase Population Changing Social Trend Government Regulation Corporation’s Shortage Problem Packaging Decline in taste Short term Approach Weak Distribution Lack of Soft Drink WEAKNESSES: Continental beverages Ltd. Must strive hard to occupy a very distinctive position in the mind of customers by giving them superior quality products. They should emphasis on the careful delivery of their products. They ensure that RC Cola reaches to customers in the same condition in which it was made. Secondly, they should hold the position of RC Cola in the mind of the customers as a cool and refreshing drink by using this tagline: “Be free, drink RC” TARGET MARKET PLACE : we are using 25 direct routes (means own vans) and 35 indirect routes (different distributors work for them) to distribute their products in the market. This franchise has two warehouses one in the site area (behind the manufacturing plant) and another in the Clifton area. Currently, they are working to expand their distribution network. MALE 65 % FEMALE 35% MARKETING MIX Presented by : HAMID SAEED BABER TARIQ AZHAR HUSSAIN FAHAD ALI KHAN Presented To : HAMMAD UR REHMAN MARKETING MIX 250mg 500mg 750mg STRENGTHS: SWOT ANALYSIS MARKETING MIX Quality Conscious Good Relation with Franchise THREATS: OPPORTUNITIES: Ice Up is a new carbonated powder drink . It is a first carbonated drink in powdered form. Ice Up comes in four different flavors: Blueberry Pineapple Apple Orange PRICE ICE UP is available in three packaging: 250mg 500mg 750mg A 250mg of Ice up make 250 ml carbonated drink similarly 500mg make 500ml and 750 make 750 ml drink the prices are different in one crate 24 pieces and each packet of 250mg category is of Rs. 480, similarly 500mg is of Rs. 960 and 750mg crate is Rs. 1440.. means one pack 250 mg is of Rs. 20, 500 mg is of Rs. 40 and 750 mg is of Rs. 60 .... Do you think our product is giving you benefit in anyway ? MARKETING RESEARCH MARKETING MIX GENDER % : USP OF PRODUCT
Transcript: ✳✱* my product could be for any age for example kids. teenagers, adults, or the elderly. Equipment: age: new product launch. what i might use to make my product e.g. *lazer cutter *sewing machine *over locker *fabric pens *fabric chalk *heat press *scissors
Transcript: S M O Spark All you need is vibrant, we are with you. PRESENTED BY Rahul Patil – 1247332 Ajay Kumar – 1247326 Sivani Samayam – 1243088 Ranbir Kaur – 1247700 Sandhya Rani – 1245673 Ifran Hossain - 1246371 New Product Launch Plan THE CREATIVE ZONE #1 We at “Spark” are focused to use technological advancement in an innovative way to make life easier and comfortable. We are determined to meet our commitments and engage with customers responsibly to reach maximum customer satisfaction level. About Us Live Energetic Our Mission Our Mission Statement We are focused on serving people with the best technological products and become a preferred brand in the market. Our Vision Our Vision Statement All you need is vibrant, we are with you. Our Tagline Our Punchline Electro Thermal Flask Our Product 1. At the bottom of the bottle there is the battery attached, which is chargeable with the help of the USB cable. 2. Above the battery there is the heating copper coil which is attached with the battery power the heat up the whole bottle, whenever the owner wants to heat his/her beverage. 3. Also, there is the timer which goes max till 3 minutes and can be adjusted in between 0 to 3 minutes to heat-up the drink. 4. Also, the bottle is coated with the insulation material which will not heat up the outer part of the bottle, protecting the hand from touch of it. What it has? Technological Aspects In Build Heating System USB Chargeable Battery System Time Display Screen Automated Control System USPs Unique Selling Propositions Marketing Aspects E 4P's Product Our product is a physical item which is Electric Thermo flask. For our product the following features we have, Touch-tech controls, A vivid and easy-to-read LED display, warming plate which is water-resistant. Available in Two sizes 18 & 20 Oz Available in 3 Different Colors Promotion We use promotional offers for the first 100 customers for our product by offering them buy one get second 75% off. Also, we have exclusive deals for customers for the first month only, by providing them with a family pack of just $75. The family pack includes both the sizes of the flask. PROMOTION Place Direct Sales at our locations Online Stores Selling through Intermediary Available at Retail Stores PLACE Price The strategy that we are choosing based on the value of our product, the production and distribution costs, consumer demand, and competitive landscape. Primarily we are selecting the price between $40 to $55. PRICING Market Segmentation STP Target Audience age will be 16 yrs and above Focused on Students and Working Class Canada & U.S. Regions Cold Weather Countries Along with that, we are planning to focus on the significant growth in the Fall season Targeting We would like to communicate to the consumer about our Brand and Product with different disciplinary in media like, Radio advertisement TV Commercials Social Media Store booths Mouth Publicity Positioning Market Research SWOT Analysis PESTLE Analysis CONTINUED.. Continued...... We mainly have 3 Competitors in the market Competitors Analysis How to be Successful! How to beat the Competitors • Competitive Price • Chargeable by USB • Fast Charging • Available in two different sizes 18 or 20 oz • Available in Canada and US • Long lasting battery (depends on usage) FINANCIAL ASPECTS For all the means of entertainment usage, currently, we are planning to invest around $100,000. This may change accordingly as per our marketing usage. Major of our investment focus is on TV commercials and Social media, which is a significant weight for our growth. Investment and Pricing Budget for (1000 Flasks) Particulars Cost Cost of Manufacturing $15000 Marketing & Advertising $50000 Website Development Cost $5000 Promotional Cost $2000 Others (Labor, Transportation, Rent etc.) $15000 Total $87000 Approx. BUDGETING OUR ONE YEAR GROWTH PLAN FOR 200 FLASKS Pricing • The product is available in 2 variants – Small and Medium which are ideal sizes to carry around. • Price for the small one is 40 CAD • Price for the medium range is 55 CAD Mobile App Connectivity with Flask How much & how frequently to consume Use of phone accelerometer by using pulse information Lights with different colors with effective indications Updated Models of Flask will Coming in near future FUTURE SCOPE OF INNOVATION
Transcript: The group is committed to experiment with solutions that have never been seen before, optimizing comfort and performance, and introducing a unique level of aesthetic beauty. Our mission is to build the most beautiful, reliable, technological and innovative yachts and to provide assistance anywhere and at any time. TYPICAL CLIENT PROFILE age range 18 - 40 female and male sporty fun-lovers TYPICAL CLIENT PROFILE age range 6 - 60 female and male classy nature lovers eco-friendly Pleasure small crafts clients OUR STORY JET SKI ECO DINGHY 1969 Paolo Vitelli funded Azimut TARGETS Alessandra Romano Manolo Leone Matilde Fabbri 6 shipyards worldwide PRODUCTS 1985 Azimut Benetti Group was created 40 production models Luxury yacht owners VISION high speed small size easy handling fun customizable blue water cruiser powered by sail wood from protected forests eco-sustainable easy handling small size THE GROUP 1984 becomes a direct manufacturer MISSION COMPANY PROFILE Thank you for listening! 2017 Products Launch 1982 enters the American market 24 - 100 feet yachts
Transcript: End-use Customer Quality and style Classy chick or romantically pre-aged look Target market - 20-30 years old female Competitors: 'Marks & Spencer' , 'Maison Scotch, 'The White Company' Competitor Products Customer expectations Fabric Structure • the herringbone structure • has a lot of cover due the closeness of the structure • uses slipped stitch • similar to woven fabric in appearance and elasticity 1x1 rib structure • have cover but lower than the herringbone structure Stitch density • the stitches are closely bond • dimensionally stable Stitch length • short stitches Finishes • milling to make the hair fibers more softer and cohesive • compressive shrinkage Sold in high-end clothing departments: Harvey Nichols, Debenhams, House of Frasers Internationally in other countries like France - Galeries Lafayette, Italy - La Rinascente, Germany - Galeria Kaufhof am Alexanderplatz, etc. The White Company Long sleeve, roll neck jumper Two Ply, 100% cashmere Dry clean Sold in The White Company Boutiques, luxury department stores Price £110 Target customer: 30-40 year old ladies, valuing quality and classic style Product Name: Holly Firth Age: 27 Town: Leeds Marital Status: Single Occupation: Office Administrator Wage: £15,000 - £21,000 per year Hobbies: Rock climbing, runs marathons, baking, reading, going to the theatre, computer gaming, going to the races. Style Icon: Grace Kelly and Michelle Obama Likes: Shopping trips to: Harvey Nichols, Debenhams, Next, Guess, French Connection, Lakeland, Waitrose. Day and night trips to London to see shows, galleries and museums. Likes going on girl day trips with her mum and sister, they go to the spa, shows and theatre Runs marathons with her dad and likes jogging with her dog Family: Mum nurse, dad hotel manager, sister happily married. Has a dog named Ralph. Is very close to her family and is a loving aunt to her nephew who she plays computer games with. Music: Listens to classical music (Vivaldi), rock (Kings of Leon) and some new pop music (Beyonce). Films: Horror (The Conjuring), drama (Cafe de Flore) and rom coms (We are the Millers) TV: Emerdale, Coronation street, NCIS LA, NCIS, True Blood, Criminal Minds, Once up on a Time, Homeland Jumper Roll neck collar(knit stitch 1x1rib), long sleeves, herringbone stitch on the front Soft handle, provides warmth Made of cashmere or merino wool The price £100-120 Maison Scotch Long sleeve, round crew neck jumper Mohair blend Hand wash Sold in Maison Scotch boutiqies and luxury department stores like Harvey Nichols Price £155 Target Customer: 20-30 year old fashionable ladies Design and create a plan for new product launch for a mock up clothing company. The product is a roll neck jumper for a company such as 'The white company'. Aesthetics: • Herringbone knit structure on body and sleeves, • Subtle silver yarn knitted in to the rib round cuff, collar and waistband. • Indigo • Sleek • Urban Chic • Goes well with many things • Can be worn on celebratory occasion or casually Fit: • Loose on herringbone knit • close-fitting on the rib Comfort and Handle: • Light weight • Warm on cool days, cool on warm days • Breathable • Easy to wear under outerwear • Soft • Warm • Fine Brand Fabric Specifications Main Idea Thank you for your attention Marks&Spencer Long sleeve, roll neck jumper Two Ply, 100% cashmere Hand wash or dry clean Sold in M&S stores Price £99 Target customer: 30-40 year old females, valuing brand and quality Fibre Content • cashmere with cashmere and Lurex mix • the care label will say 96% Cashmere and 4% Lurex Yarn type • combed • the fibres where carded before • the fibres where dyed after spinning • the yarn is worsted • yarn is folded two ply • count - 30 Tests to ensure quality Durability: • Pilling is easy to remove and shall subside when taken care of. • Low possibility of snagging Performance: • The customer should be able to move around freely without the garment causing obstruction. After-Care: • Hand wash in warm water, • Mild detergent or special cashmere wash, • Press out water, • Reshape, • Dry flat, do not hang. Longevity: • The garment is easy to put with many other items so this will make the garment a staple piece in the customers wardrobe • With good aftercare and aesthetics' the garment should last between 4-6 years. New Product Launch
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