Marketing Plan Case

Alcolette will make a difference in the lives of those who want to stop drinking, just as Nicorette has help many people stop smoking. "The World Health Organization estimates 140 million people are alcoholics around the world. " (alcohol addiction, 2013)" "1 in 25 deaths can be attributed to alcohol in one way or another. "(Alcohol addiction, 2013)." "Experts believe of the 140 million people addicted nearly 30% can reduce or completely abstain from alcohol without professional help (alcohol addiction, 2013)." The new patch introduced by Glaxo Smith Kline is geared toward the 30% of alcohol abusers that can quit without rehabilitation. The introduction of this revolutionary patch is a faster, easier solution for patients with mild to moderate drinking problems.

Alcolette is a patch that can be prescribed by a physician for the mild to moderate drinker who has the determination to quit drinking. This product can help with the drinker overcome the need for alcohol by wearing a small discreet patch. This will allow the patient to be able to work on his drinking problem without other knowing that they are seeking treatment. The patch allows the patient to get help without intensive inpatient rehabilitation with can cause more problems, such as time off work and additional financial expense. Ultimately the goal would be for Alcolette to be available to consumers over the counter like Nicorette is for smokers.

Describe the pace at which your product will move through the product life cycle and the factors that will affect its movement. How will the product life cycle affect the marketing of your selected product or service? Charlie

* Identify the positioning and differentiation strategies for the product or service. Diana

Identify the appropriate price strategy that should be used for the product or service. Steven

For the launch of the product of Alcolette the best pricing strategy would be a Penetration pricing strategy. "The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used by France Telecom and Sky TV. These companies need to land grab large numbers of consumers to make it worth their while, so they offer free telephones or satellite dishes at discounted rates in order to get people to sign up for their services. Once there is a large number of subscribers prices gradually creep up. Taking Sky TV for example, or any cable or satellite company, when there is a premium movie or sporting event prices are at their highest - so they move from a penetration approach to more of a skimming/premium pricing approach ("Pricing Strategies", 2013)." The reason for going this route is that there is a good chance that this product will increase in demand.