Print Email Facebook Twitter Launch of the Evening Breeze Canopi to the Dutch Consumer Market Title Launch of the Evening Breeze Canopi to the Dutch Consumer Market Author Van Lier, H.W.L. Contributor Mooij, S.C. (mentor) Gattol, V. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Strategic Product Design Date 2010-05-28 Abstract In 2009, Evening Breeze acquainted a graduate student from the Delft University of technology to support the launch of their innovative Evening Breeze Canopi to the consumer market. In the initial assignment, Evening Breeze wished for winning strategies and tools for a successful introduction of the Evening Breeze Canopi in the consumer segment through exclusive retailers. After an explorative phase, with mutual communications between Evening Breeze and the author, this assignment was rewritten, aiming at a winning market introduction strategy and optimization of the Evening Breeze Canopi and product portfolio for the Dutch consumer market. By entering this consumer market Evening Breeze found itself on a new territory, while coping with a lack of knowledge on consumer marketing and addressing consumer needs. In an elaborate analysis phase, the Dutch market was studied and relevant competitors were identified, after which the sales volume and -prospects for air-conditioning systems were analyzed. Furthermore, an internal analysis on company strengths and weaknesses, the product and all relevant stakeholders was performed to map the internal environment. The analysis phase was concluded by identifying potential partners in entering the Dutch consumer market and studying the Dutch consumers and -households. As the analysis phase did not provide sufficient data to make a proper and valid analysis of the Dutch consumer, an additional consumer research was set up to study the consumer needs, -wishes, -perception and -behavior towards Evening Breeze- and competitive products. The consumer research indicated multiple areas for product optimization, which were materialized by proposing initial and conceptual solutions. The consumer research was followed by a phase in which the strategy for the Dutch consumer market introduction of the Evening Breeze Canopi was set up. In this phase, initially the objectives for Evening Breeze in terms of sales volume, proposed product optimizations, price perception, availability and brand awareness were set up. Then, various strategic entry alternatives were identified, selecting the most favorable one for Dutch consumer market introduction. The selected entry strategy required cooperation with various partners to realize an optimal launch to the Dutch consumer market. A partnerships proposal was suggested, based on a selection of the potential partners identified during the analysis phase. In addition to a strategy for Dutch consumer market introduction, future product- and market development strategies were proposed to increase future sales volume and Evening Breeze revenues. During the commercialization phase, issues related to product positioning, pricing strategies, distribution and promotion were discussed. Also, the report contains a minor business case, providing readers with an overview of the costs and revenues of Dutch consumer market introduction. The graduation project concludes with a suggestion for the promotional materials to be developed, incorporating the findings from the analysis, consumer research, strategy and commercialization phases of the graduation project. An informative poster, a triggering window display and a brochure were developed, which give an indication on the mood and values that should be communicated by the promotional materials to realize an optimal market introduction that yields the most successful results for Evening Breeze. Subject consumer marketlaunchintroductionstrategycommercialization To reference this document use: http://resolver.tudelft.nl/uuid:8da376c6-870a-4ab0-bffb-68586fe37b3c Embargo date 2011-05-28 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2010 Van Lier, H.W.L.