Marketing – Positioning a New Product

merchandiseing Positioning a Radic every(prenominal)y New Product ForceX, Inc. has plans to create a post- mod Situational Aw beness (SA) mathematical product that is targeted towards Federal, State, and Local Law En powerfulnessment Agencies ( pasturage). This new product is a clear de bankrupture from the normal Mission Execution products that ForceX, Inc. has highly- haveed in the past.Mission Execution package industriousnesss norm on the wholey encompass Intelligence, Surveillance, and Reconnaissance (ISR) and intent Tracking and Locating (TTL) softwargon products that clear mission planning entropy and supply the operators with the functional capabilities to use the planning entropy in the feat of their assigned mission(s). ForceX, Inc. is attempting to diversify its customer base by moving into this grocery store as salubrious as achieving their strategic vision of becoming the drawing card in providing SA softw atomic number 18 solutions. Target MarketThe target market for this product in Federal, State, and Local LEA that conduct emergency response operations in support policing actions or natural disasters. The customers in this market waste ISR and TTL softw be and equipment provided by other vendors. In each(prenominal) cases the softw atomic number 18 applications provided by competitors light up into only one of the two categories. None of the vendors in this market provide a solution that combines the two tactical operations of ISR and TTL into one application that provides a situational awareness for operators conducting two ground and airborne operations.The total figure enables legal philosophy enforcement effect to conduct all of their tactical operations from a item-by-item common picture. It is imperative for law enforcement personnel to have a clear understanding of the situation as they develop their evasive action for neutralizing the situation. Unlike the De break offment of Defense ( defense lawyers), LEA h ave a to a greater extent stringent set of rules for the use of deadly force during violent situations, to nix collateral damage and potential lawsuits. The more information that is disseminated to the owest levels of operational personnel the better that chance of mission advantage with minimum or no collateral damage. This new product alleviates the need for two separate applications and combines the ISR and TTL operations into one bundle package that go away reduce costs. Cost step-down will be experienced in several areas such as computer computer software, training, documentation, etcetera It will also enable the operators to success deary complete their missions. LEA have limited budgets and resources and ForceX, Inc. an position the new product at a cost far less than the competitors product offerings tour solving the two highest requirements with one software application. Competition An analysis of the opposition in the market shows that the competitors are capabl e of filling the airborne ISR requirements of the law enforcement market. Their technology is up to date and in some cases is cutting edge. However, in that respect is a distinct lack of the capability to provide and distribute a situational awareness common picture to all elements participating in the operation.Competition in this market is fierce and current users will be hard touch to change to ForceX, Inc. s application unless the cost is low and the functional capabilities are high. in that respect are no competitors in the market that serve two the DoD and LEA. All of the competitors only provide ISR applications and most do non distribute the data to ground users. ForceX, Inc. s product provides a single software application that allows the ISR platform to distribute real-time situational awareness data any and all elements of the operation being conducted. Positioning Strategy ForceX, Inc. s not the first product to be offered in this market and indeed would be depend ed a market follower or a market challenger. It would not be in the alliances top hat relate to go head-to-head for market leadership. ForceX, Inc. will do better by using a outline that exploits the weaknesses of those currently in the market. Using its paper in the DoD market the company smoke create an pictorial function that portrays the superior attributes of its software application and how the software has been trash tested and trash proven. None of the other competitors in this market can make this claim.The enjoyment of well-disposed Media Using societal media for ForceX, Inc. would not be a workable solution based on its current customer base of DoD and Department of Homeland Security users. ForceX, Inc. s customers and their associated tactical operations are in some cases Top Secret and information posted on affable media posts would have to be scrutinized by the ForceX, Inc. s Security officeholder to insure that no classified information is being poste d. The use of loving media sites are discouraged by the Defense Security Service for individuals possessing a security clearance.It is their contention that what seems to be harmless data placed on a favorable media sites can be collected and piece unneurotic to clear up sensitive or classified information. This same axiom holds true(p) for corporations and its employees. There is another aspect of hearty Media that ForceX, Inc. can take comportoff of and that is attracting new talent to come to work at ForceX, Inc. The social media that does this best is LinkedIn because of its link to professionals of all categories and all levels of ability. ForceX, Inc. needs to take advantage of this figure of social media to post jobs, attract new talent, and build their check off.However, when ForceX, Inc. decides to launch its commercial-grade product line social media would definitely provide their commercial products with the exposure they need to be undefeated. If ForceX, Inc. decides to use social media as part of their merchandise strategy, we would recommend that they either hire a professional to be on staff or entrust their social media endeavors to a consulting firm that is an dexterous in the field of social media merchandising. Social media is a relatively new asshole in a companys selling tool chest and is promptly becoming a very Copernican part of a companys strategy for developing its client base.Prior to social media traditional sacksites were the mainstay for digital marketing efforts. Social media was designed stick on traditional websites not replace them. It is a low cost chesty and responsive means to market to customers. To gain a better likely of the role social media is playing in the market place work out the following facts extracted from 2012 Social Media Marketing Industry Report * 94% of all businesses with a marketing department utilise social media as part of their marketing platform. * Almost 60% of marketers ar e devoting the equivalent of a full work day to social media marketing development and maintenance. * 43% of commonwealth aged 20-29 spend more than 10 hours a week on social media sites. * 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an join on in their market exposure. * 58% of businesses that have used social media marketing for over 3 years reported an increase in gross revenue over that period. It stands to reason that companies can no longer avoid not have a presence in the social media realm.There are a myriad of social networking sites but our re look has feeld that there are four top sites that a company should use up developing a presence in, if they choose to market in this realm * Facebook the strategy in this social media would be to create a scallywag for the corporation. Some experts consider this as an interactive yellow summons listing, which Facebook users can follow. On this page the corp oration can outline the products and serve the corporation offers, post deals on their products and services, launch new products and services, and build the corporations rat. Twitter the strategy in this social media would be to use the 140 character tweets to market the corporations products, product and services news releases, inform pursual of special product and services offers, and notify followers of new site content. Twitter also provides users with the ability to bet for information on a particular topic using hashtags. Hashtags allow the corporation to direct young buck tweeters to specific concepts or information in their business tweets. Google+ the strategy in this social media would be to use the Promote option that allows corporations to create divergent groupings of followers that can be each marketed to differently. The corporation should also take advantage of the Measure feature that allows the corporation to keep track of how their Google+ page is being u sed. * LinkedIn ForceX, Inc. s strategy in this social media would be to develop a network of professionals and build brand awareness. LinkedIn allows you to establish your company representatives as industry experts and to connect with prospects, vendor partners, and peers.LinkedIn also provides companies with the ability to post jobs and search for talent. Marketing is an instrument corporations can use to inform consumers intimately their products and services, who ForceX, Inc. is, and what they offer. Social media accomplishes this for ForceX, Inc. as follows * Social media can provide an identity to who the company is and the products or services that they offer. * Corporations can create relationships using social media with people who efficacy not otherwise love virtually the companys products or service or what the company represents. Social media makes the corporation real to consumers. If the company wants people to follow them, they must insure that they dont just ta lk about the latest product news, but share the companys constitution with them. * The company can use social media to associate themselves with their peers, that may be serving the same target market. * The company can use social media to communicate and provide the interaction that consumers look for. It is apparent from marketing studies that marketing through social media works but it must be do correctly to be efficient and effective.It is imperative that before ForceX, Inc. decides to launch a marketing strategy in social media their anxiety must consider the following guidelines. * ForceX, Inc. cannot depend on social media cannot be your sole marketing tool. To work ForceX, Inc. must integrate it with other vehicles of marketing. While social media will create awareness, it will take time to build up a following. Building a following is a major rouge to success in marketing through social media, but it doesnt breathe overnight. * Success in social media is directly dep endent upon how ForceX, Inc. reflects its personality.There are no compose right or wrong rules when it comes to social media, only the ForceX, Inc. s management can determine what will work for them. * Be consistent, if ForceX, Inc. cant be consistent dont do it at all it would be a waste of the corporations resources. * Social media must be a part of the ForceX, Inc. s everyday bearing to maintain momentum and attention. Internet Marketing ForceX, Inc. must take extreme care with the information that is placed on their website. As previously verbalize with social media, there is a risk associated with the information placed anyplace on the Internet.Sensitive information can be derived from pulling pieces of data from what would count to be unconnected sites and putting it together to form information that could be detrimental to our national security. Information regarding products being developed for the DoD and DHS should be scrubbed by their Facility Security Officer (FSO) to insure that marketing information doesnt contain any data that would violate the procedures defined in the National Industrial Security Program Operational manual of arms (NISPOM).However, there is a need for Internet marketing for launching their new commercial product called Widow that is targeted for LEA. In this section we will orchestrate the acquires that ForceX, Inc. would gain from an Internet marketing causal agency for products and services as well as and the best approach for them to achieve their internet marketing goals. The total component of Internet marketing is as one would suspect a company website that contains all of the information a customer would need to determine if ForceX, Inc. s products and services meet their needs. The key earn for ForceX, Inc. ould be to labour their business and to support their branding efforts. Although ForceX, Inc. does not derive gross revenue from their website is important that they use this to media to increase awarene ss to the products and services that ForceX, Inc. develops. ForceX, Inc. currently has a website that contains all the information that ForceX, Inc. wants its potential customers to know from what company it is, the products and services it provides, descriptions of items being marketed, reviews by experts and customers, business partners, job postings, the companys history, and other pertinent information.ForceX, Inc. does not have a formal marketing department and currently doesnt have the resources necessary to support a department that does marketing only. So, in order for ForceX, Inc. to maintain their position in the market place and to struggle with competitors that do have a marketing arm. Internet marketing provides ForceX, Inc. with a low cost solution to offset their competitors efforts to gain a bigger share of the market. This is a wide benefit when they are trying to compete with bigger companies that have unlimited resources.Internet marketing is all about perceptio ns and the image that the website portrays can give the perception that ForceX, Inc. is bigger and better than its competitors good website design is the key here. There is also a colossal benefit that comes from the customers that can be reached and the convenience of potential customers to research ForceX, Inc. whenever its convenient for them. The Internet provides access to new customers that ForceX, Inc. may not know that they exist, a good example would be a project calculate or program manger looking for a solution to their problems. A lot of ForceX, Inc. s leads come from personnel who are working with actual customers that have the same requirements or a slight variation of what they may need. Internet marketing allows these potential customers to be anywhere in the solid ground and still have access to ForceX, Inc. s website. The Internet provides ForceX, Inc. With the ability to proliferate their products and services online, ForceX, Inc. can reach a wide variety of customers quickly and easily. The benefits of Internet Marketing to ForceX, Inc. may not be as great as they are to retail companies but we believe that ForceX, Inc. would greatly benefit from a good online campaign.In order to optimize their resources and get the biggest bang for their buck, we would advise that ForceX, use the following guidelines in developing a strategy for their online presence. Having a website is not enough though since internet marketing needs effective, innovative, and up to date approaches in order to generate interest and new customers for the business. There are a lot of websites that are in existence straight off which directly compete for the same customers as ForceX, Inc. Most of the potential customers are more than likely to use a search engine to take a chance information relative to a problem they are trying to solve.This is where the splendour of search engine enters. In order to implement an effective and in(predicate) web marketing strate gy, ForceX, Inc. will need the services of search engine marketing experts who can design the right strategies and solutions specific to their business. This is an essential and cost-effective step in order to reap the maximum benefit that the web can offer. The next thing we would suggest ForceX, Inc. implement is a campaign to publish articles or get listed in news stories or drop a line and publish online press releases that get them a larger online presence.This is essential for insuring that the search engines will pick up their site because of the increased web presence. acquiring ranked at the top of the leading search engines can be accomplished by using good search optimization techniques, this is the key to getting noticed online. Branding ForceX, Inc. Logo ForceX, Inc. Logo The foundation of ForceX, Inc. s brand is their logo. Their website, packaging and promotional materials have their logo integrated which has efficaciously communicated their brand. ForceX, Inc. deri ved its corporate name from the military terminology Force Multiplier.A force multiplier is a capability that, when added to and employed by a combat force, significantly increases the combat potential of that force and thus enhances the probability of successful mission accomplishment. Instead of naming the corporation the Force Multiplier, the owner used the X at the end of Force to indicate the multiplication symbol thus indicating that the corporations use and employment of the latest software technologies was a force multiplier. The owners military roots were in the Special trading operations community where the dagger is a symbol of unconventional warfare as well as courage and daring in combat.The dagger symbology was used to form the X in ForceX, and the daggers where placed lav the globe to indicate the companys commitment to discontinue their services wherever our fighting forces are deployed and to preserve the companys hereditary pattern which stems from the Specia l Operations community. Anyone who has ever served in a Special Operations unit recognizes what the daggers symbolizes in ForceXs logo and can immediately distinguish with what the company stands for. The crosshairs on the globe symbolize the pinpoint accuracy that their software applications deliver to their customers.The ForceX, Inc. logo has been recognized as the companys hollo to its customers to enhance their probability of successful mission accomplishment no matter where they are in the world. There are many ways that ForceX, Inc. could benefit from a branding strategy. Consistent, strategic branding would lead to a buckram brand equity, which means the added value brought to ForceX, Inc. s products and services that allows them to charge more for their brand than what identical, unbranded/weak branded products command.The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional fastening. For example, ForceX, Inc. associates i ts products with Special Operations Forces hoping customers will transfer their emotional attachment from the Special Operations Forces to the product. For ForceX, Inc. its not just the software applications features that sell the software application. ForceX, Inc. relies heavily on the customers willingness to pay a license fee for their core software modules. License sales are pure profit and are vital to continuing to occupy internalResearch and Development efforts that allow them to remain competitive in the market. Building and maintaining brand equity allows ForceX, Inc. to charge a premium price for their licensable core software algorithms and insuring the customers are willing to pay this premium. We have done an analysis of the ForceX, Inc. s branding efforts and we recommend the following steps to enable them to maximize their efforts. * ForceX, Inc. has a great logo and we would have them place it on all media, both internal and external to ForceX, Inc. such as pamphlet s, marketing material, written communications, etc. * Develop brand messaging. What are the key messages they want to communicate about their brand? Every employee should be aware of the companys brand attributes. * Integrate their brand. Branding extends to every aspect of their business how they answer their phones, what employees and management personnel wear during meetings and other interactions with customers, employee e-mail signatures. * They need to create a voice for their company that reflects their brand.This voice should be applied to all written communication and incorporated in the visual imagery of all materials, on-line and off. * Develop a tagline. Write a memorable, meaningful and concise contention that captures the essence of their brand. * Design templates and create brand standards for their marketing and promotional materials. utilisation the same color scheme, logo placement, and look and feel throughout be consistent. * Be true to their brand. Customers wont return to them or refer them to someone else if they dont deliver on their brand promise. * Be consistent. Be consistent. Be consistent.