Product Launch Plan

Product Launch Plan
Executive Summary
The business and marketing strategy for the PureSip product will be different in Australia and Indonesia.   The market in Australia will consist primarily of business to consumer transactions, while the market in Indonesia will consist of business to business transactions. The target market for Australia will consist of primarily outdoor/ recreational consumers and some humanitarian relief organizations.   The target market for Indonesia will consist of the government for disaster relief purposes. In Australia, the PureSip will be positioned in the moderate price, moderate quality product line market. Due to price sensitivity and lower economic conditions in Indonesia, the PureSip will be positioned in the lower price product line market by taking advantage of using local manufacturing operations and local labor to reduce costs. In Indonesia, the fixed and variable costs will be reduced in order to lower costs, but maintain or increase profit margins. For the Australia market, the company is anticipating a continued relatively low but steady growth rate and is forecasting the need for approximately 23,280 units per month. Therefore, the company will initially sell 279,360 for this next year and is projecting an increase in following years to 307,992. For the Indonesia market, based upon disaster occurrences and population in these areas, the company is anticipating an initial slow to moderate growth rate and is forecasting the need for approximately 46,560 units per month. Therefore, the company will initially sell 558,720 for the first year and is projecting an increase in following years to 615,984 units in the third year. The marketing budget will consist of 8% of total sales for the Australia and Indonesia markets. The marketing budget will be divided between website, advertisements, tradeshows, and public relations. The marketing strategy will concentrate on informational appeal and reinforce the attributes or benefits of...