Document Type

Closed Project

Publication Date

Winter 2014

Instructor

Ron Khormaei

Course Title

Technology Marketing

Course Number

ETM 555

Subjects

Cookware -- Technological innovations, Cookware -- Marketing, Technology -- Marketing, Marketing plans

Abstract

The purpose of this marketing plan is to find an appropriate target market for the Finex 12” cast iron skillet. Within this market, a marketing strategy needs to be developed which caters to the need of the customer and assures financial stability for the company. From extensive research and customer surveys, the most promising customer identified for the Finex skillet are “prestige customers” who value boutique goods with a superior design and very high quality. Accordingly, a price reflecting the high quality of the skillet is set within the marketing strategy section. Within the unique value proposition for this product, the features most desired by the customer segment are highlighted. Also the promotion and placement strategy are tuned to the needs of the prestige customer segment. Overall, the marketing plan allows Finex to continue to sell a successful and profitable product.

Description

This project is only available to students, staff, and faculty of Portland State University

Persistent Identifier

http://archives.pdx.edu/ds/psu/21684

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