Facilitating the market entry of Dante: Introduction roadmap

Abstract

To successfully introduce a new product to the market it is key to respond to consumer needs and values. In the dynamic marketplace of today, it is thus increasingly important to target the right market segment and to understand consumers in order to offer the right value at the right time. ENGIE, a services and energy company, currently develops a new energy product named Dante. The technical functioning of the product is proven, yet the market entry of the product still seems far away. The actual application and target group of the product are not yet clarified. Therefore, the main objective of this project was to develop an introduction plan to support ENGIE in the commercialization process of Dante. An extensive qualitative research was conducted to generate insights on how Dante could be valuable to possible consumers. The insights gained throughout the project were integrated into an introduction plan. The introduction plan identifies the market segment for the product launch as well as the market segments for expansion. A deep understanding about the first target group was created and communicated in the form of consumer profiles. The commercialization and product development of Dante and how these should respond to future regulations, market trends and technology breakthroughs are presented in roadmaps.