28 Jun MKTG420 Product Service Planning
Question
Powerpoint with 8-10 slides not including title/references pages
At this time, you have identified a product or service concept with a full profile of attributes and benefits that management believes will potentially be a great opportunity for the company. You have also begun to focus on a limited set of positioning options for the new product or service.
Your next step in the new product or service development process is to understand category consumers and identify which segment(s) represent the best target for the new product or service.
To help sell management with your target designation, you need to do PowerPoint presentation that incorporates the following elements:
Introduction: A brief review of the category the company is preparing to enter with a new product or service
New Product Features: A detailed description of the current new product or service configuration of features
Category User Profile: An overview of current category user profiles and the major subcategory segments representing one or more of the following: Heavy versus light users of the category
Users of leading category brand(s) versus local/price brands
Different functional users in the category
Target Selection: Identification of which segment(s) represent the target. First, the target rationale must be provided as to how the target differs from the category as a whole in terms of behavior and then a rationale of why this difference makes the segment an important target
Target Profiling: A demographic, psychographic, and behavioral profiling of one or more target segments; if multiple targets are selected, a rationale is needed to describe why each target is important and how they differ behaviorally, demographically, and psychographically
Positioning the New Product or Service: For the target segment or each of the target segments, provide a statement of new brand positioning benefits that could be offered that potentially may provide the most compelling reason(s) for purchasing the new product or service
Product Service Planning MKTG420 Product Service Planning
Chrystal Schilz
Individual Project 1
Professor Freddy Lee 1 MARKETING 2 The service industry has been in existence for a very long time. The industry has been
offering the same services without improving over time. As a leader in this industry, I intend
to introduce new services in the industry that will enable my company to realise more profits
than they have been posting over the past years. For any company to be successful, new
innovations should be implemented to supplement the old ones. In the current world, the
consumers have become more enlightened and educated on the products that they order and
the kind of services that they prefer. It is with this in mind that I have opted to come up with
new services in the company to compliment the ones that have been there.
Category Overview
The industry that I am now working in is the service industry. In the service industry, the
customers pay to receive a service. Uber Technologies Inc is a transport company that has
been in the market for quite some time. Garret Camp and Travis Kalanick founded the
company in 2009 and Uber is currently in operation in more than 600 cities around the world.
The majority of Uber’s current service is offering transport services for its customers through
private vehicle owners/ being drivers. Although, most service industries have been stagnant in
the development of new marketing strategies, Uber has constantly developed new marketing
and improved their service delivery over the years. Technology, which is shaping the current
world, has been given prevalence by the company and this is one main reason they have
advanced so quickly. “In fact, Uber has gone a step ahead and even introduced a mobile
application, which enables customers to access and order their services as well as pay by the
use of the same application” (Posen, 2015).
The Uber marketing strategy is undoubtedly one of the most competitive strategies
undertaken by a service industry. Social media, which commands a huge following and
number of customers, has been their main marketing audience. The company has invested
heavily into the social media marketing strategies. Social media provides a platform where
the company’s target audiences who are the generation known as “millennials” interact and
share their experiences relating to the services provided by uber.
The Uber company brand is positioned to provide a strategic roadmap for creating powerful,
meaningful, and unique messages to help their services stand out amid the cacophony of the
marketplace. The Uber brands create a variety of different target markets for each of their
products. However, the main target market throughout all of their products is the 25-34 yearolds. Uber positions itself primarily within the transportation and ridesharing industry. Uber’s
“point of difference is their budget service and the versatility, flexibility, and technological
nature of their services.” (schneider,2017)
As a new leader at the company, my main focus is to introduce new services that will
promote customer loyalty, as well as, improve the services that are offered by the company.
In doing so, the company will be able to reach a higher profits base due to the new services
that I will introduce. The new services that I will introduce are:
(a) Engage in new transport business in big institutions like Universities and high
schools.
(b) Ambulance services in hospitals
(c) Firefighting services
(d) Pet and Children Appointments services MARKETING 3 In order to venture in the institutionally based transport system, I will first engage with
various institutions and share my proposal on introducing transport services in the
institutions. The services that I will offer will range from short distance transport to long
distance travelling. I will introduce new cars in the institutions, which will offer short
distance service at a small fee, which can be a subscription or per minute transportation. The
subscription can last for minimum of a semester on a University campus and I will have
drivers with students’ class schedules so that the vehicle is always available at the time
needed. In the University sector, the transport system can function from
dorm/sorority/fraternity to class or from one campus to the other, among much more. I will
also venture in the transport of multitudes by introducing buses in the institutions that will
take care of the trips that can be undertaken in these institutions. The only limitation to this
idea can be the existing school buses that do some of the tasks that I will engage in doing.
However, the idea can still work due to the quality of service that we are offering now, which
the institutions will want to benefit from.
The ambulance services that I will also offer will help those hospitals without ambulances
and the emergency cases that can be reported. I will introduce a mobile application that will
show the nearest ambulance in each town. In the case of emergencies, this will not only be a
business idea but it will also, in turn, save lives of those who are in danger. This can have a
disadvantage in that in most of the emergency cases that are reported the ambulance services
are offered at no cost. However, can you put a cost ceiling on a life that is saved?
The firefighting service will be another business idea that can boost the income of the
company. Firefighting will require the company to buy the firefighting equipment and hire
trained personnel to work in the sector. The modern technology will enable us to come up
with a mobile application that will assist in the firefighting department. The application can
have features that can enable one to view and summon the nearest firefighting truck. In so
doing, the company will help those in need. The government or an institution can contract the
services of the firefighting by subscribing a small fee that will always keep the firefighters on
alert. This will, therefore, mean that buildings and other assets can be insured by the
firefighting agency that I will introduce in the Uber Company.
Lastly, one of the main functioning newest technological advances to the Uber transport will
be the pet and children’s service. Basically, this would entail an owner or parent setting up the
Uber appointment location and the driver would safely deliver and pick up the child or pet to
and from their appointment. The appointment time would be dictated in the Uber app and the
estimated length of the appointment. This would be a huge advancement for people who have
animals that need grooming or children needing to be dropped off at a soccer practice while
their parent is stuck at work. This technology would create efficiency and be cost effective
overall. Uber drivers would need to pass background checks and screenings, as well as, be
certified in CPR and Pet first aid, in case of emergency.
The new services that I will introduce in the Uber transport company will, in one way or the
other, play a crucial role in ensuring that the company is more successive than it is already.
The new brands that will be introduced will be a new business idea for the company that has
only been dominant in the transport industry. With these new strategies, the Uber Company
will obtain a new market scale apart from what it enjoys today. It will cease being a favorite
for only the millennial but cut across all the ages brackets. MARKETING 4 References
Posen, H.A., 2015. Ridesharing in the Sharing Economy: Should Regulators Impose Uber
Regulations on Uber. Iowa L. Rev., 101, p.405.
Schneider, H. 2017. Uber: innovation in society. Cham, Switzerland : Springer Science and
Business Media : Palgrave Macmillan
Swisher, K., & Streiber, A. (2015, January 29). Uber C.E.O. Travis Kalanick’s Warpath.
Retrieved May 31, 2017, from http://www.vanityfair.com/news/2014/12/uber-travis-kalanickcontroversy
Nicas, J. (2016, August 31). Google Takes on Uber With New Ride-Share Service. Retrieved
May 31, 2017, from https://www.wsj.com/articles/google-takes-on-uber-with-new-ride-shareservice-1472584235
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