Innovative Product Business Brief – Customer Value (Place)

Innovative Product Business Brief – Customer Value (Place)

1- Write a 2- to 3-page business brief that builds on the marketing plan for your innovative product (3D Printing) by integrating the marketing concepts learned in this week. Please note, this brief should focus on Week 4: Construct an integrated marketing program that delivers superior results – Place (Distribution). 2- Format this week’s marketing plan document according to the following Guidelines: • Introduction: Start with a short description of your innovative product. Importance of making the good available. Distribution. Role of channel management, etc. From here, the rest 3 P’s fall under process innovation. Means, after you have come with innovative product, the way it is marketed too needs to be innovative. Two aspects are covered in this week’s business brief, distribution and global marketing of your innovative product. • Distribution strategies and channel management  Direct vs indirect distribution.  Forward chain to be decided. Means, you will decide as to how the product moves from point-of-product to point-of-purchase/consumption.  Role of intermediaries to be decided. Eg. They just sell and you provide customer service. VARs. Disintermediation or Reintermediation?  Training channel members and their employees.  Distribution type: Intensive, Selective, Exclusive. Online only or multi-level?  Specify logistics and supply chain management issues related to distribution of your product • Global marketing  Global environment: Legal, economic, cultural, etc. Slide: 15-17.  Strategies to enter into global markets. Slide: 15-18. Which one will you choose and why?  Standardization and adoption of your product. Slide: 15-20. • Conclusion • NOTE: If yours is a service and not tangible good, still you may have to design distribution strategies. Please read the relevant literature.