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Marketing Plan: Phase Iii Paper

Marketing Plan: Phase III Paper
Learning Team A
University of Phoenix
MKT 421

Marketing Plan: Phase III
One of the most difficult tasks facing marketers is to determine how their product fits within the existing marketplace and how they can make the product stand out and be noticed. In this case, the goal of the researcher is to first determine how to set the product apart from its competitors and how to exploit those differences to maximize sales. The marketer must also understand the lifecycle of the product and know when to maximize the profitability of the product. Marketers do these things by analyzing the competitiveness of the product and taking a realistic approach to understanding when the product’s lifespan ends. The first step in finding the market fit for a product is market differentiation.
Market differentiation
Market differentiation sets the standard for the ways a company makes a business or product more desirable than all others like it. Simply, market differentiation is about how a company sells a product and not what the company sells. There are seven important areas of marketing differentiation that bear examination in regard to DJC: (“Marketing Differentiation” 2005):
• Product availability
• Convenient access
• Better service
• Better price
• Better value
• Access to variety
• Customized and personal solutions

Disney wants to provide a product that is exclusive. As it has been seen in the competition analysis, Disney has a firm hold on “cool factor” of phones when it comes to child opinions. While competitors may offer similar packages, only Disney offers a phone that is imprinted with their licensed characters instead of a simple skin or sticker. The Disney product, because of partnership with Motorola, can be made available in all Disney retail locations and cell-phone distributors. By offering their product in a variety of locations, Disney can be certain to have ease of access for the customer.
DJC is creating...