NYU HARBS New Product Strategy and Marketing Launch Plan Paper Write the following points for HARBS’s new product strategy and marketing launch plan: Posi

NYU HARBS New Product Strategy and Marketing Launch Plan Paper Write the following points for HARBS’s new product strategy and marketing launch plan:

Positioning

Key points of differentiation

Target Audience

Key Product Attributes (why it’s better than its competitors, key selling points)

Consumer Research to support launch plans (should have a research plan, ex a focus group)

Distribution/Channel Strategy, Promotional Plan, PR Strategy, Advertising (you should write both social media and in-store)

3 Year Long Term vision for the brand (change artist every year, change museum for their cooperation, now HARBS’s main consumers are Asian, after this new four seasons new cake, will have more American consumer.)

I uploaded the information about our new products, please read before you start to write. Brand overview
Our team chose brand HARBS. HARBS is a cafe born in Japan, pursuing freshness
and hand-made quality above all else. The brand one and only wish have been to
make customers say “DELICIOUS!” from the bottom of their hearts. HARBS hope
customer savor every moment of joy you experience at HARBS. HARBS provide
fresh cake, tea, coffee, other drinks, and dishes. HARBS is famous for its absolute
freshness cakes. Each cake is carefully handcrafted from the freshest, select
ingredients in order to express the flavors in their natural essence.
New Product
For now, the HARBS only has one cake collection which is basic Japanese-style cake.
At this time, we want to launch a new collection of seasonal artist cake which
represent four seasons. We will choose four artists/artworks (each has some
connection with the idea of seasons in traditional Japan), and then print the artworks
on the surface of the cake or redesign the recipe to express the resonance between the
artist and the idea of seasons.
Spring — cherry blossom Tsoureki Tomikichiro (March-May)
Summer — Green tea Monet (June-August)
Autumn — chestnut flavor pollock autumn rhythm (Sep-Nov)
Winter — plum blossom Edo “Plum Garden in Kameido” (Dec-Feb)
Each flavor will start to be promoted 2 weeks before the season coming.
HARBS has already got an established brand image and awareness in New York City
among a niche market. To stimulate better sales revenue, we think it is the best time
to have some update for its core product, Japanese cake.
For now, the HARBS only has one cake collection which is basic Japanese-style cake.
At this time, we want to launch a new collection of seasonal artist cake which represent
four seasons. We will choose four artists/artworks (each has some connection with the
idea of seasons in traditional Japan), and then print the artworks on the surface of the
cake or redesign the recipe to express the resonance between the artist and the idea of
seasons. In the flavor side, Spring will have cherry blossom cake, Summer goes with
Green tea, Autumn has chestnut flavor, and Winter with plum blossom flavor. We have
social media, in-store, and cooperation with Met Museum 3 different marketing
strategies. Cooperating with Met is because some of the painting is collected by Met.
Also, HARBS is located in New York, cooperate with the Museum in New York is a
good idea to attract more consumers, we will sell our four seasons cake café in the
museum. Social media will focus on Instagram such as create a new hashtag, and if a
customer posted pictures on their social media got more than 50 likes we will give them
2 dollars off discount for their next season cake. invite influencers to post pictures on
their Instagram. In-store we will have posters and a new menu.

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