Hannah Lamhauge
Introduction to Marketing
July 28, 2013
Problem: Sewing
machines can be a great necessity in the home, but it could also be a headache
for those who use it. Sometimes a wrong stitch is made, and it could also be
uneven. People may feel frustrated with
wasting time in trying to rip out seams and wasting thread.
Solution: The
Sewing Machine Plus will include the Undo Feature and the Alignment System. The Undo Feature will save time and thread by
going backwards and undoing the stitch. The Alignment System will be a feature that
can be turned on and off. It will ensure that the stitch will always be in a
consistent line. This sewing machine will be great to use for people who are
new to sewing.
New Product Strategy:
The Sewing Machine Plus was created with a frustrated customer in mind. People
tend to complain mostly about how much time it takes before learning how to sew
on a sewing machine effectively. This sewing machine will give frustrated
customers the guidance in learning how to sew. The Undo Feature and the
Alignment System helps guide the customer through the sewing process. Once the
customer feels comfortable with the sewing machine, the customer has the option
to turn off the Alignment System, and will gradually use the Undo Feature less
as time goes on. The Undo Feature is a
great addition because it will save the customer time and energy ripping out
defective seams. This feature will also save the customer thread. The Sewing Machine Plus would be a great
machine for first-time buyers and sewing beginners.
Idea Generation: People
would love the convenience to “undo” just about anything, and that is
especially true with sewing on the sewing machine. The Undo Feature is there to
help the customer by undoing the stitch as far as they want to go, and allows
the customer to try the stitch again. The customer can undo the stitch as many
times as they need to before they get it right! The Alignment System was
included because customers sometimes have a hard time keeping their stitches in
a straight and uniform manner. Now
customers won’t have to worry about ripping out uneven seams. Customers have
the peace of mind knowing that their stitches will always be straight. And once the customer feels comfortable with
sewing, the Alignment System can be switched off. These features were added to the machine
because of the typical complaints of first-time sewers. The customers, who will
buy this machine, are our external idea sources. Their complaints have fueled
our need to better serve them with improved products.
Idea Screening: There are three questions that must be asked
when developing a new product. First, is it real? This product could very much
be real on the market. There is a need and desire among first-time sewers for
some guidance in their sewing, and this machine will help them through the
process. Secondly, can we win? This
product could very much be successful in the market, because it will be
directed mostly towards first-time sewers who are looking for a head-ache free
machine. Finally, is it worth doing? Yes, it definitely is worth doing because
as new generations realize the need for domestic techniques such as sewing,
they will need a machine that will help guide them through the process. This
machine in some ways will be their tutor in sewing, and when they are ready,
they can trust themselves to sew without the Alignment System and use the Undo
Feature less. This machine has the “training
wheels” for those who are new to sewing and they can be “taken off” when sewers
feel confident in their ability to sew on their own.
Concept Development
and Testing: Concept one of the product describes the product as an
economically efficient machine for consumers who are new to sewing and need
some guidance in their sewing projects. The features don’t have to be used, or
can be switched off when the consumer feels comfortable in their ability to
sew. Concept two of this product is the same as concept one, except it has all
the “bells and whistles.” This product has the features needed for first-time
sewers, yet the product also has many stitch combinations and other features
that an experienced sewer can use. This product can be ideal for the first-time
sewer, but it could also be adapted to meet the needs of an experienced sewer. This
product has the lifetime adaptability to meet the needs of the customer.
In testing, consumers seem to be drawn to concept two. This
is because customers like the idea of a machine that they can use for a
lifetime. The machine will help them in the beginning, and as the customer
starts more complicated sewing projects, the machine will be able to assist
them. Customers seem willing to pay for
the product that has all the features of a beginning sewing machine and all the
features of an advanced sewing machine.
Marketing Strategy
Development:
Marketing Strategy Statement: The target market for this
product is for first-time sewers, which is typically people in newer
generations who are interested in learning how to sew. The product will be positioned as more
economical and time-saving than any sewing machine for beginners. The Sewing
Machine Plus will guide sewers with the Undo Feature and the Alignment System.
Both features will save the customer the headache of ripping out bad seams and
wasting thread. The planned value proposition is to sell just as many sewing
machines as the leading brand of sewing machines for beginners. The machines will be sold to sewing machine
dealers only.
Business Analysis: The product may fair well against
competing brands at the sewing machine dealerships. It may need a big budget
for advertising, in order to get people interested in the product. Advertising
in sewing magazines and catalogs can be fairly expensive. Getting younger
generations interested in sewing machines can be a little difficult, so
advertising through social media networking sites might do the trick.
Product Development: The prototype of the Sewing Machine Plus
will look like a typical sewing machine you would find on the market, except it
will be made in three different colors: Lime green, Purple, and Cyan. The color
choices are meant to target younger generations. Many tests are done to ensure that
the Undo Feature works properly every time, and that the Alignment System works
properly as well.
Test Marketing: The
testing will take place in a controlled test market. This way, the product is
tested among controlled panels of shoppers and stores. This can help give us
week-by-week reports on the sales of tested products and the impact of in-store
and in-home marketing efforts.
Commercialization: The
commercialization costs will be high because we will need to rent a
manufacturing facility to make the products. The advertising and sales
promotions will also be very expensive, especially since we are targeting first-time
sewers, who are typically in younger generations. We will launch the new
product during the fall season in the sewing machine dealerships. The product
will be introduced mostly in the New-England states. If the product is doing
well, then it will be introduced to the southern zones and gradually across the
country.
