A customer-centered marketing strategy is the key to any successful marketing plan. For this project piece, you will complete the processes of segmenting, targeting, and positioning so that you will have a solid understanding of who your target customer is and how you should position your product.In a 4-5 page paper (not including title and reference pages), include the following: Identify and describe at least three customer segments (buyer groups) within the market in which your product resides. Select the consumer segment that you will target as you market your product and explain why you chose this segment. Describe the chosen target market, being sure to include demographic, psychographic, behavioral, and geographic details about your target market. Discuss cultural elements that will need to be considered for your product based on the demographics that you’ve selected. Discuss the competitive landscape of your product: Who are your key competitors and how do you plan to position your product to stand out from the competition? What key benefits will you focus on as the foundation of your product positioning strategy? Make sure to include an APA formatted title page and reference page. Use NoodleBib to document your sources and to complete your reference page and in-text citations.

Unformatted Attachment Preview

Launching a New Product
Desmond K. Fulton
Rasmussen College
Author Note
This paper is being submitted on January 6, 2019 for Connie Xecominos Principles of Marketing
Launching a New Product
One of the biggest challenges that a parent face frequently, is bath time. Every toddler wants to
play in the water but waits until the child is two, four, and five or six years old taking a bath becomes a
real problem. Kids are known to practically refuse to take a bath unless forced by the parent causing them
to cry throughout as they take the bath. For this reason, that is why our company decided to partner with
PlayGro to come up with new product line of bath toys, that would make taking a bath for children fun
and take a little weight off parents. The name of the product line being launched is AuquaBabies. These
are bathing toys that kids will not only use to play but also to take a bath with.
The company research findings indicated that the reason why most kids refuse to take a bath is
because they feel that it is taking their play time. AuquaBabies comprise of different animals’ forms and
are made from soft fabric that is gentle on a child body and as the child plays with the other toys the
parent can be using one of them to clean him or her which makes taking birth a fun activity. AuquaBabies
toys are new in the market and very different from the common bath toys which are usually made from
plastic and easily wear when used in water. AuquaBabies toys soak in water, have a place to hold the soap
and are long lasting meaning that parents can keep buying the toys and still the old toys will still look
The target audience AuquaBabies intended customers is any parents with small children between
one and eight years. These customers visit social network and website that involves children staff. Also,
the frequent supermarkets and toy shop so these are the places we intend to place the product or adverts
about the product. The most pressing problem for parent is making their children comfortable and happy
AuquaBabies toys will help them greatly we know how to handle royalty. The benefits customers are
going to derive from using this product is peace at home and cleaner boys and water (Osterwalder &
Papadakos, 2014). Children are a major cause of stress for grownups and sometimes being harsh on
them just makes them hard headed but being gentle and caring and knowing what they want turns them
into little angels. AuquaBabies toys will make taking bath boding moments for parents and child as they
play and bath.
Product value when setting the price for AuquaBabies toy one thing to consider is the cost of
production and overall market value. Unlike other products introduced to the market by our company
where we allow the prevailing market prices to determine the cost, this is totally a new product that apart
from functional benefit also adds emotional benefit to the buyer. Practical benefits give customers’
functional utility while emotional benefits make customers feel good by using the product (Dodds,
All in all, launching this product will make bath time fun and improve the bonding experience of
the parent and the child rather than fight over bathing they will be smiling and playing together.
Osterwalder, A., & Papadakos, T. (2014). Get started with … Value proposition design: How to
create products and services customers want. Hoboken, NJ: Wiley.
Dodds, B. (2003). Managing customer value: Essentials of product quality, customer service,
and price decisions. Lanham, MD: University Press of America.

Purchase answer to see full