New Product Launch

In: Business and Management

Submitted By alsonnhari
Words 7572
Pages 31
GRADUATE SCHOOL OF BUSINESS SCIENCES AND MANAGEMENT

Platinum Insurance Company’s Marketing Program For Launching a new insurance product “Insure Your Hero”

Design a marketing programme for launching a new product of your choice in a mature industry

Page | 1

TABLE OF CONTENTS
EXECUTIVE SUMMARY .................................................................................................................................. 3 OBJECTIVES OF THIS MARKETING PROGRAM ...................................................................................... 3 PROJECT TEAM ................................................................................................................................................ 4 INTRODUCTION ............................................................................................................................................... 5 SITUATIONAL ANALYSIS .............................................................................................................................. 6 INDUSTRY COMPETITIVE ANALYSIS ........................................................................................................ 7 PORTER’S FIVE FORCES MODEL ................................................................................................................ 8 PORTER’S COMPETITIVE STRATEGIES ................................................................................................. 10 TARGET MARKET.......................................................................................................................................... 11 MARKET SEGMENTATION.......................................................................................................................... 12 NEW PRODUCT CONCEPT .......................................................................................................................... 14…...

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