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New Product Development and Marketing
Product Name: “1 Goal 1 World Cup”
Description
With the upcoming world cup 2010, the production of caps with a universal identity will be a good business venture. The idea is born out of the fact that a cap is unisex and is a wear that is readily accepted by most of the world population. This “1 Goal 1 World Cup” product is therefore suitable for males, females either grown ups or children. This is more so because almost all of the world population will be represented and a need to be associated with this one time event will extend not only to the participants and in-field fans, but to people all over the world. Africa which is the host of the games experiences hot weather, and these caps will be useful in protection from the scorching sun to the fans in the field. The concept of “1 goal” will be a welcome idea to all those philanthropic individuals with a call to help ailing Africa in educating her children.
Timing
The production of these caps takes place in the month of May onwards up to the end of the World Cup in July. In order to make sure that the product does not lose credibility, the announcement of the product takes place in June and this means that it will be ready for all interested.
Product image
The product is expected to bring out an image of cheap but useful and humanitarian. The objective of selecting a cap and branding it is that it is fairly affordable by wider customer range and also the fact that it will be useful in protection from the Africa’s scorching sun. The association with 1 Goal Campaign is to emphasize the humanitarian grounds that can be met especially now that the world cup brings the world together.
Supplies and Materials
Since caps are not a new product in the market in America, the availability of materials and the supply is guaranteed. The branding is rather simple and time efficient.
Testing
The first two weeks of the month of May are set apart as a test-market period for the product. This is to make sure that the caps have the features that the customers like. It is also the time to know whether the pricing is appropriate. It is also a time to introduce the distributors to value their effectiveness. Ideas from the customers will be of great value in improving the product for more sales
Distribution
The product shall be distributed and sold by different independent representatives in various cities in the world. All members in the distribution channel are convinced that this product will be a big sale since the world cup is a one-time event and very few want to miss it.
Diversity of the Product
The “1 Goal 1 World Cup” product will be diversified in the sense that in addition to the brand name “1 Goal 1 World Cup: Pro- education for all” there will be more customized products to bring a personal touch and identity. Such will include “1 Goal 1 World Cup: I am American and Pro-education for all.
Promotion
The internet will be an effective tool in promoting and advertising this product since it is a universal product and most of the world accesses the internet and this intended to be a global launch. Samples for the product especially to destitute children will be a good tool for advertisement in creating a philanthropic feeling among customers.
It will be also outlined in the 1 Goal campaign website since most of the revenue from the product will go to this campaign which is in the front line in promoting education to all African children.
Pricing / Value Perception
In order to cover the range of our target, prices will be determined by where you are buying the product. Whereas it is expected to sell more in Africa, the price target in America for example will be higher than in Africa. “1 Goal 1 World Cup: Pro- education for all” is a new product that is designed to sell over the world and at the same time raise funds for the underprivileged in society.
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