Product/Service Launch Strategy and Planning

Product/Service Launch Strategy and Planning

Introduction

Noble and Durmusoglu (2015) explain that it is imperative for businesses to integrate Operations Management. The concept determines market quality and product standards. While different factors affect an organization, products developed by the firm must meet customer needs while aligning with market standards. In this regard, launching a new product or service in the market must consider market needs, availability of resources, and problems that the product will solve in the market. Moreover, product development strategy and marketing are vital components of consideration (Noble & Durmusoglu, 2015). This report is developed to pitch a new product for Adam Burke and PBM Plastics that the company can introduce on their list for improved sustainability to meet consumer needs. The study provides a detailed process of product development, design Gantt chart to be used in product development, and describe critical stakeholders involved in manufacturing of the product pitched. The document concludes with a summary of the significant facts deliberated in the report.

Rationale for the Case Selection

PBM Plastics is a company that works under the industrial sector to manufacture rubber and plastic goods. The firm was founded in the year 2000. Its line of business engages in manufacturing of plastic and laminated coated bags.The selected organization has its base on the production of products that targets tender aged children. While many firms provide similar products and services, Adam Burke and PBM Plastics target a specific segment of consumers. The primary product development goals purposes to find remedy to problems faced by customers (Noble & Durmusoglu, 2015). The aim is to ensure that challenges are solved efficiently. An additional primary rationale for selecting this case is due to the products developed by the firm directed towards babies. Moreover, despite the company targeting these specific children, products designed by the firm need improvement. The said organization is selected because products intended are helpful in not only meeting consumer demands and needs, but also in ensuring that the specific segment enshrining children has products that improve their wellness and beauty. In this regard, the product to pitch to the company will meet and align with the strategies and product development approaches without incurring huge costs. Moreover, the product will conform to the firm’s culture that purposes to solve consumer problems thereby making the organization competitive in the market (Saladis & Kerzner, 2009).

Description for the New Product

Children at tender ages require feeding from their parents or other guardians mandated by the parents to guard and care for the child. While feeding, it is almost impossible that these children will fail to dirt themselves with food they eat. In this regard, the new product proposed for Adam Burke and PBM Plastics to integrate into their production is the Disposable Baby Bibs. The baby bibs are garments worn on the neck. It prevents clothes from being dirty while eating. These collars also protect children from getting messy spills on their chests. However, majority of the napkins are not disposable as the material used to develop them is cloth. Disposing off these disposable baby bibs will save mothers from carrying huge luggage thereby reducing overall load for parents (Saladis & Kerzner, 2009).Moreover, disposing of these products will not harm the environment. It will maintain, conserve, and observe the firm’s social corporate responsibility positively.

Using the baby bibs will help children remain clean and free from dirt caused by food spills. The said product aligns with production of disposable feeding bottles developed by the firm. In this regard, customers are most likely going to purchase both the disposable feeding bottle and the disposable baby bibs, hence improving the overall revenue base for the company. Moreover, the disposable baby bibs will act as complementary for the disposable drinking bottles, which were previously developed by the company, thereby ensuring that customers will purchase the given two products to complement each other. In addition, product marketing will be undertaken under one umbrella since salespersons will target the same segment of consumers for similar purposes. Product marketing approach will hence incur less expenses and increase firm’s profitability. According to Saladis and Kerzner(2009), the strategy will, therefore, improve the overall company profit margins.

Problem Solved or Opportunities Embraced

The problem noted in children’s feeding is playing while eating. Some of the tender age kids desist from eating. Therefore, feeding them is undertaken forcefully. In the process of feeding these babies, it is impossible that the meals will not spill to the kids. Therefore, introduction of the new product, that is, disposable baby bibs, will help solve this particular problem. Two different scenarios are of crucial interest in the solution provided. One of these situations is when children are left home to be fed, or are learning how to feed themselves. In this process, children always spill food on their clothes thereby dirtying them. For instance, children play while eating and in the course of their playing bump into meals which dirty children clothes. This is a major challenge that parents contend. The pitched product will help avert this problem since the bibs would prevent meals from dropping on baby’s clothes. In light of this, mothers will have less laundry to deal with especially if they are busy parents. Caretakers left with children will have ample time feeding the children without fear of meals spilling on their clothes and spoiling them.

The second scenario applies to parents who choose to take their children along with them on journeys or work. With the disposable baby bibs, it is possible to feed children and ensure that their clothes remain clean. Parents can dispose of these baby bibs efficiently. For instance, while traveling or on occasion, being presentable is paramount. For children at tender ages, their presentation is also outstanding. The disposable baby bibs will keep the children’s eating behavior on check and maintain their presentation aspect. Moreover, since this product is compatible with disposable feeding bottles that the company already manufactures, customers will find this new product useful. Customers will experience the practical use of the said product when the babies feed. This is another reason that qualifies development of this new company’s product (Saladis & Kerzner, 2009).

How the Product fits with the Company’s Culture and Competitive Marketplace

Adam Burke and PBM plastics plan to penetrate the market with development of disposable children feeding bottles. These bottles target specific markets involving children who require feeding. In this line, the developed merchandise will target the same market for disposable feeding bottles. The disposable baby bibs will help to reduce dirt spills affecting kid clothes. They are considered as complementary products to disposable feeding bottles. Customers purchasing the disposable feeding bottles may thus choose the additional product and therefore increase revenues gained through selling the said products. Moreover, the firm will benefit from spending less while marketing the two products since the product’s marketing, targeting, segmentation, and positioning will be similar. The undertakings can be executed under one umbrella, consequently increasing company profit margins (Saladis & Kerzner, 2009).

On the other hand, the firm’s culture purposes to develop products that solve problems faced by consumers of a given segment. For instance, the disposable feeding bottles help solve the children’s problem where toddlers lack specific drinking items. The products are custom designed to meet customer needs. Through the approach that entails developing such bottles, children will not only use them to drink, but will also serve as play toys and learning tools to educate children on how to hold such items, thereby improving their cognitive growth aspect. Children, therefore, develop their abilities and physical skills, which fosters growth. In light of this information, introduction of disposable baby bibs will serve a similar purpose in the market, thus aligning correctly with organization culture.

Competitively, disposable baby bibs will reach out to broader markets and efficiently compete with few vendors of the same and similar products. This is because few companies manufacture disposable baby bibs. Therefore, competition is anticipated to be slight relative to other baby products such as diapers (Saladis & Kerzner, 2009). The product, therefore, will reach many consumers and solve problems faced by many parents while feeding their children. Moreover, the children’s parents benefit from product development. A high likelihood exists that product reception by parents will be positive. In this regard, the product will provide a new competitive force in the market to other firms offering similar products and ensure that Adam Burke and PBM plastics gains a competitive advantage over the market for related products.

Proposed Approach to the Product Development

The proposed product development approach will be affected through integration of technology and clothing design. Nanotechnology will be combined with design of clothing to foster development of the bib and ensure that it conforms to the market standards and meets quality desired by the company. Employed technology will involve Nanotechnology and microstructures to absorb liquids. These two aspects are essential. Notably, due to the small nature of elements, they can be integrated in the disposable baby bibs easily.

Technology will be employed to incorporate and embed microstructures in the baby bibs capable of absorbing liquids and molecules at a fast rate. Nanotechnology will be useful in ensuring the developed disposable baby bibs are capable of manipulating the particles of atoms to provide garment dryness. According to Saladis and Kerzner, (2009), nanotechnology is essential and appropriate in developing these disposable baby bibs due to their tiny sizes.

The neck section of the disposable baby bib will be designed to have some padding around to give the child ample time while eating without chocking. However, it is to be filled with a stretching material, loosely tightened to fit many sizes of children’s different necks, hence targeting a broader segment. An essential aspect of the product development strategy will be the design of prototypes to be reviewed, tested and feedback gained from potential customers. According to Bushnell, Drucker, Abell, and Hammond, (2015), prototypes refer to products which are in design phase that have been developed and found to meet specific product standards produced, but lack final touches. They are adopted to understand how the product will function, their overall outline, the look and feel of the same. During production stage, feedback from consumers is imperative. The initiative helps meet customer needs and requirements. Moreover, the product rapid development will be imperative to ensure that the product reaches intended customers at the fastest time possible. However, quality standards are to be considered in the process (Noble & Durmusoglu, 2015).

The product development project will be handled in small bits, with each of these little amounts of work done on the product being tested and evaluated for effectiveness of the product itself. Production is to be divided into different sections from gathering raw materials, technology and personnel to work on the product, designing baby bibs structure and prototype development. The prototype will be availed to customers purposely to solicit insights on the same and recommend any changes that clients would feel are essential to the product. Further, after the feedback, product development will ensue. After prototype reviewing by customers and feedback incorporation in the development, waterfall-methodology will be adopted in product manufacturing. Prototypes will be designed in large quantities. Ultimately, actual disposable baby bibs will be manufactured from the prototypes.

 

 

Methodology and Planning

The prototypes will be used along with customers in the first phase to gain client feedback. However, the same will be developed later on to ensure realization of massive production approach. Accordingly, the production will match market baby bibs demands. This will also ensure that the company does not run into operational loses based on overproduction. At the same time, the approach will ensure that quality is maintained during manufacturing of the new product (Basu, 2016). The waterfall method will give the company an adaptive structure regarding market factors response. Therefore, the company will be in a position to provide customers with large quantities of products that meet quality standards set by the firm.

 

High-Level Planning Gantt chart

(SEE APPEDIX 1)

Key Stakeholders Involved in the Project

For the project to integrate the baby bibs, key stakeholders will be incorporated in the process. The purpose of the stakeholders will be to ensure that product development and launch within the company is successful and meets all intended needs. These stakeholders are described below.

Customers

Customers are of crucial importance to the company’s product pitching. Customers have the choice to use disposable baby bibs or other excellent alternatives. While the product is under development, customers will play a significant role in the prototype phase where by providing recommendations on the prototype and feedback of what should be adjusted on the same. Similarly, customers will help understand and effect baby bibs sizes, colors and materials to use in developing the products. In this regard, customers will be key stakeholders in product pitching.

Sales Team

The sales team will be involved in later stages when the product has already been developed and introduced to the market. However, the team will provide regional and local customer requirements, reasonable baby bibs prices, and variations to include in the rates. On the other hand, they will ship back feedback from customers after providing the product in the market. The input will be useful in deciding the changes needed to fit the product with specific customer needs. Moreover, the sales teams help gain information from potential customers concerning product prototype. In this regard, the sales team will be key stakeholders in product pitching.

Marketing Team

According to Noble, and Durmusoglu, (2015), the marketing team is also a key stakeholder in the project. The purpose of the marketing team is to segment the market and potential consumers. Moreover, they will engage in market analysis to understand nature of competition for disposable baby bibs, technology used in these napkins and how the market fairs regarding prices and product requirements. Information obtained from the marketing team will be integrated in project development. It will ensure that the product meets customer demands. In this regard, the marketing team will be key stakeholders in product pitching.

Management

Company management will play an imperative role in the product development and launch within the firm. The team will assist in defining the strategy to initiate the project within the company and provide the plan to integrate disposable baby bibs with required resources. Moreover, the firm’s management will provide machinery, finances, and space to ensure the product is fully developed and integrated within the company. In this regard, the administration will be critical stakeholders in the pitching of the product.

Consumer Research Team

The consumer research team will play an integral role in the pitching of the product. While they will assist internally to provide relevant information, externally, they will interact with consumers and specifically children parents to understand kids feeding habits (Noble, & Durmusoglu, 2015). The consumer behavior team will provide significant information to help the group understand why the consumers need baby bibs, the different sizes required and other related information. In this regard, the consumer research team will be key stakeholders in the pitching of the product.

Project Manager

The project manager will play a vital role in the development of the product until its launching phase. While the management will deal in sourcing the resources required for the product to be developed, it is imperative that project manager deals with managing the said products (Noble, & Durmusoglu, 2015). The project manager is mandated to assign roles to workers recruited in product manufacture, assign different groups with different tasks, and analyze timelines for project completion. In this regard, their input into the project is crucial and hence will be considered internal key stakeholders.

Investors

Investors are critical stakeholders in the project following multiple reasons. First, they will aid in financing the product development through collaboration with management to provide funds and other required resources. However, their fundamental interest will be on profit margins (Noble, & Durmusoglu, 2015). They will anticipate a gain on a given amount of the overall disposable baby bibs. The input from their end will ensure that the product is successful and earns from the same if and when the disposable baby collars sell in the market. Therefore, they will be key stakeholders in the product development and launching.

Conclusion

Operations management often calls for alignment of products and organization cultures. As a company that manufactures disposable bottle liners, Adam Burke and PBM plastics can add to its new product repertoire disposable baby bibs. The new product will be compatible to what the company already produces and therefore, will likely perform better in the markets. The methodology that fits best the development of new product is an the waterfall approach based on dividing the workflow of the project in smaller series that are to be managed by specific teams over specified timelines. This implies that product development will start with manufacturing of different prototypes, which will then be used to create a framework for bibs mass production. Product development project will be handled in small bits, with each of these little amounts of work done on the product being tested and evaluated for the effectiveness of the product itself. As discussed, production would be divided into different sections from gathering the raw materials, technology and personnel to work on the product, designing baby bibs structure and prototype development. The firm purposes to benefit from spending less while marketing the two products since the marketing, targeting, segmentation, and positioning would be similar. The above has unraveled that the activities can be executed under one umbrella to increase company profit margins.

References

Basu, R. (2016). Implementing six sigma and lean. Place of publication not identified: Routledge.

Bushnell, N., Drucker, P. F., Abell, D. F., & Hammond, J. S. (2015). Business Planning and Market Strategy in a Nutshell. From http://san.edu.mn/wp-content/uploads/2016/10/Chapter-1.pdf

Noble, C. H., & Durmusoglu, S. S. (2015). Design thinking: new product development essentials from the PDMA. John Wiley & Sons.

Saladis, F. P., & Kerzner, H. (2009). Bringing the PMBOK guide to life a companion for the practicing project manager. Hoboken, N.J: Wiley.

 

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