Marketing - Derby - AEM 240 Marketing Derby Project...

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AEM 240 Marketing Derby Project November 26, 2007 1
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BenAdam Inc. Agent Wholesaler Retailer Consumer Ben Rosenfield, bbr4 Adam Piel, alp45 Included: - DVD with commercial - New Product Marketing Plan P LEASE WATCH THE COMMERCIAL BEFORE READING THE PLAN .
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N EW EW P P RODUCT RODUCT M M ARKETING ARKETING P P LAN LAN , B B EN EN A DAM DAM ® I ® I NC NC . Product: L ONG - DUPLE - DWARF - RAZOR - SHOCKER -4000© - Rationale for name: Short, catchy, and leaves nothing to the imagination 1. Company description BenAdam ® Inc. was started in 2006 by cofounders, Ben Rosenfield and Adam Piel. Our goal is to excel in the market of weird, overly complicated technological products that consumers can’t help but love. BenAdam® enjoyed early success with the unbridled popularity of a variety of products such as the Hovering-skateboard©, Virtual-Solitaire-Player©, Endangered- Australian-Yak-Detector©, and the most recent Robot-Monkey-Pet©. The company positions its products to be affordable luxury items, targeted specifically at all men between the ages of 15-65. Each of the company’s past products has been unbelievably successful, and have all become societal fads. BenAdam ® Inc. has developed its newest product, the Long-duple-dwarf-razor-shocker- 4000©, in the hope of filling a position that is void within the company—a combination safety/ personal hygiene product. 2. Strategic Focus and Plan This section covers the 1) Mission, 2) goals, and 3) core competence/ sustainable competitive advantage of BenAdam Inc. Mission The mission BenAdam Inc. is to create affordable luxury goods that appeal to the growing number of technology-crazed consumers. The company also hopes to create an environment that is warm and comforting for employees, and results in a good return to stockholders. 3
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Company Goals - Continue to be a leader in the technology market. - Expand to be a contender in the growing health and safety market. - Expand production outside of the city of Ithaca (specifically outside of Ben’s basement). - Create 4 new “Star” products within the next year. Core Competency and Sustainable Competitive Advantage BenAdam Inc. hopes to maintain its competitive advantage by continuing its legacy of creativity and innovation. The company also hopes to keep costs low enough via successful and economical supply chains in order to maintain a dominant market share. 3. Situation Analysis This situation analysis is specific to the new Long-duple-dwarf-razor-shocker-4000, but also provides insight to the company, the target consumer, and the relevant industry. Product Analysis Figure 1. SWOT Analysis: Location of factor Favorable Unfavorable Internal Strengths: New product with no competitors Use equity of our brand to promote the product. Weaknesses:
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This note was uploaded on 04/23/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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Marketing - Derby - AEM 240 Marketing Derby Project...

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