The role of marketing in the process of launching a new product

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F20%3A63523782" target="_blank" >RIV/70883521:28130/20:63523782 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The role of marketing in the process of launching a new product

Popis výsledku v původním jazyce

The presented case study demonstrates the typical market situation that usually arises when dealing with the launch of a new market. Overall, the study focuses on understanding the importance and role of marketing in the process of developing a new product - composite rebar, including its introduction to the market. The importance of marketing can be monitored from the moment of formulation of the assignment by the contracting authority, i.e. from the phase of designing the strategy. The situation is in part contradictory to the theoretical assumptions that the product itself has already been developed and tested on the market, but is yet without marketing support. The basis of the assignment from the client was to create a proposal for a communication strategy for this product with a simultaneous design of the name, logo and product sheet. The results of the realized marketing research, which aimed to get the basis for the design of the communication strategy, revealed the only significant group on the B2B market, in whose possibilities it is possible to promote the composite rebar on the market. This study highlights the importance of the role of marketing in the process of designing a strategy in launching a composite rebar, but also in the process of adapting consumers / designers, who must learn to use the material, provided transparent conditions are created in the economic / economic environment.

Název v anglickém jazyce

The role of marketing in the process of launching a new product

Popis výsledku anglicky

The presented case study demonstrates the typical market situation that usually arises when dealing with the launch of a new market. Overall, the study focuses on understanding the importance and role of marketing in the process of developing a new product - composite rebar, including its introduction to the market. The importance of marketing can be monitored from the moment of formulation of the assignment by the contracting authority, i.e. from the phase of designing the strategy. The situation is in part contradictory to the theoretical assumptions that the product itself has already been developed and tested on the market, but is yet without marketing support. The basis of the assignment from the client was to create a proposal for a communication strategy for this product with a simultaneous design of the name, logo and product sheet. The results of the realized marketing research, which aimed to get the basis for the design of the communication strategy, revealed the only significant group on the B2B market, in whose possibilities it is possible to promote the composite rebar on the market. This study highlights the importance of the role of marketing in the process of designing a strategy in launching a composite rebar, but also in the process of adapting consumers / designers, who must learn to use the material, provided transparent conditions are created in the economic / economic environment.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 34th International Business Information Management Association Conference

ISBN

978-0-9998551-3-3

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

"9927 "- 9936

Název nakladatele

International Business Information Management Association (IBIMA)

Místo vydání

Madrid

Místo konání akce

Madrid

Datum konání akce

13. 11. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000561117204012