Launching the Apple iPod with Increased Memory - Research Proposal Example

Project Proposal Abstract: In the following proposal there shall be a detailed outline drawn on the proposed project on the launch of a product for a company. The product launch that has been undertaken to be discussed is that of the apple I pod with an increased memory. The product is to unveil for the first time in the global market and its launching and marketing is to be managed and organised. Introduction: Marketing is an important concept of the production process and there have been gradual shifts in the marketing strategies of companies. Public Relations in the marketing sector helps a company ensure that there is exposure of its products in the market, so as to create awareness and demand of the product among the consumers. It has seen a number of changes with the changes in the economic structure and social developments over the years (Calcagni T, 2009).  The economic structure has grown and evolved into non recognition from what it was two centuries ago. There have been a number of changes that have taken place, and there have been the development of new ideas and concept for the execution of the process of production. Ideas like labour, technological changes and development, management of resources, production using sustainable methods are concepts that have developed very recently (Grunig, James & Hunt, Todd, 1984). There has been a shift from the agricultural age through the industrial age to what is existing today, the information age within 100 to 200 years. (IngentaConnect Publication). The following paper shall discuss the proposal for the project which looks into the launching of a new product in the long range of products of the global organisation, Apple. The product that is going to be launched is the new I pod shuffle where certain improvements have been made in accordance to the demands and requirements of the users. This will involve managing all the key players like the managers, the media, the corporate personnel and the infrastructural needs of the event like the venue, the catering, the music and the products unveiling (Birkin, M 1994). A timetable will have be set up which would be followed while the product launch is being held. The media will have to be invited and managed, where sufficient awareness and coverage for the product can be created and established. Thus strategic management will have to play a key role in coordinating the various differential demands of the event so as to ensure that the event is carried forward without any difficulties. Objective of the project: At the beginning of every event the basic objectives and aims of the event need to be outlined so as to ensure that the focus of the event does not divert (Grunig, James & Hunt, Todd 1984). The basic objectives that need to be fulfilled during the product launch include: Ensure that there is creation of media build up before the launch of the product so that the creation and awareness can be created in the market well before the launch takes place. There also have to be personalities established who will be linked with the product so as to ensure, who would endorse the products and would be behind the products. There also has to be ensured that the brand is positioned in the psyche of the target audience and the consumers. Brand recognition has to be established in the market. The launch will also look at creating a positive image of the products in the market. The various media and consumer expectations have to taken into consideration and there has to be ensured that these are upheld and met. The core value of the product also has to be exhibited and communicated. These are the basic objectives that the project would be aiming to fulfil through the product launch event (Burnett, J.J). Project Derivables: There has to be realised that before the product is launched into the market there certain facts that have to be established. The market has to be researched and the existing products have to be reviewed so as to ensure that the new improvements can be established and highlighted during the launch (Hall P, 2007). The product that is being launched is the new Apple I pod where there have been improvements made so including a better battery support back up system, and an increased memory. The memory that was earlier 2 GB and 4 GB has now been enhanced to 8 GB. The fact that this would give the users more access to store information and data will have to be highlighted which will lead to a better user experience (Centre A H, Jackson P, 1995). The various services like the various games and other applications that can be downloaded will also be highlighted. The management will also have to take into account the various services that have to be delivered at the launch including the catering, lighting, setting up and decoration and other such facilities. The various services like entertainment, product display, media coordination and others will also have to be coordinated. Target Audience: The target audience of such a product has to be established so that they can be targeted and focused on. The target audience of the new product would include the younger generation more where the focus will have to be on the age groups between 12- 25. The scope of the product is mainly the teenagers and the young generation who would be more intrigued with the new technology that has been developed through the product (Baskin, Otis & Arnoff, Craig 1992). Areas of focus: Once the target audience and consumer base has been identified there can be established a definite area where the pre launch awareness creation can be focused (Lake L). These would include areas like the malls, the various movie theatres, the shopping areas, the food joints and other such spaces which are regularly visited. Also media hype through the television and radio can also be created. There has to be focus on advertisements on channels which are popular among the young including advertisement on popular music channels. There also be emphasis laid on the brand personality who can be someone who is more influential among the younger generation like a music icon. This would make the product more attractive to the target audience group of the product. Technical Requirements: As a project manager there would be certain areas of technical know how is important. This is especially important in the case of the launching a product in the market to the media. There is a high level of media involvement they have to be managed (Bernays E, 1945). Security at the launching event also has to be established. The project manager will have to ensure that these are maintained and that no problems occur. There also has to be realised that since the project manager is coordinating all the various activities knowledge in most is necessary. Technological know how of the media working as well as the product, as the product is technologically new is required for the project manager to ensure that the event is carried out with out any problems or hiccups (Lewis R 2006). Launch of the product: The most important focus of the launch event is that it aims to focus the product and create awareness and curiosity in the market. The launch has to be held in a place which is viable and in keeping with the image that the corporation Apple has maintained for itself (Dinsmore P C 2005). The launch will have to look into the ensuring that the media is escorted and sufficient coverage time and space for each is chalked out. Also there has to be ensured that both print media as well as electronic media is invited so that a holistic coverage system can be established (Nokes S 2007). There can be mementos given out at the launch event including branded t shirts, wrist watches, etc (Hamilton A 2004). There can be performances by the brand personality and other multimedia programs which would highlight the features of the I pod. There can be Photograph control, Press cuttings and recording, Damage control mechanism and the consumer response can be gauged through circulation of feedback forms among the attendees. Budget: The budget of the launch party will have to be more comprehensive. The pre launch event activities can be estimated to around 2 million and the launch event would cost around 3.8 million. The estimates are tentative and have to be more detailed and discussed once the compressive course has been decided and established. As the proposal is still in the formulation process. References: Baskin, Otis & Arnoff, Craig 1992: Public Relations, the Profession and the Practice, 3rd ed. Brown & Benchmark 1992. Bernays E, 1945: Public Relations, Bellam Publsihing Company, Boston, 1945, pp 56-73 Birkin, M 1994: Assessing Brand Value, in Brand Power Burnett, J.J: Strategic Approach to Managing Crises, Public Relations Review, 1998. 24(4): p. 475-488. Calcagni T, 2009: Tough Questions, Good Answers, taking control of any interview, Capital Books Inc. Centre A H, Jackson P, 1995: Public Relations Practices, 5th edition, Prentice Hall, pp 14-15. Dinsmore P C 2005: The Right Projects done right!, pp 35-69. Grunig, James & Hunt, Todd 1984: Managing Public Relations, HBJ College 1984. Hamilton A 2004: Handbook of project management procedures, TLT Publishing. Hall P, 2007: The New PR, pub 2007, New York, Larstan Publishing, pp 124-132 Lake L: What is branding and how important is it to your marketing strategy? Pub Business and Finance guide Lesly, P 1991: Lesly's Handbook of Public Relations and Communications, AMACOM 1991. Lewis R 2006: Project Management, Professional Study Guide. Nokes S 2007: The definitive guide to project management, 2nd edition. Read More