The New Product Marketing Plan of British Airways
1
Describe new product, fit with company and market, and expectations for success.
2.
Describes current product portfolio, and PIC.
3.
which customers do we serve, how do they buy our products, what competitive issues are currently relevant, and how is the market changing; why do we need a new product in this market?
Put "dry" data in Appendix B
4.Product Concept Statement and justification.
5
Describes marketing mix, target markets, positioning.
Describes and justifies sales forecasts, market share expectations, time to break even, investment over time (distribution,promotion,and redevelopment), expected life cycle, Project Evaluation (A-T-A-R Model) and (importantly) specifies the requested budget for product development and launch.
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