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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Alexander Pleshivykh
Development of the Strategy for Launching New Product in the Ceramic Brick Market
Marketing
(Master’s programme)
10
2017
The theme of the paper is "Development of the Strategy for Launching New Product in the Ceramic Brick Market". The relevance of the research is reduced to the need of researched enterprise for developing and launching a new product.

The paper confirms the expediency of dividing the processes of development and launching of a new product on the market, as well as the use of interfunctional integration. The study proves the feasibility of market orientation for a modern enterprise that initiated the development and output of a new product.

Empirically, the author determines the parameters of the strategy for the market launch of a new product. The target consumer segments have been identified, a value-functional trajectory of the future product was developed for each segment. Through the conducted conjoint analysis, an optimal concept of the future product was developed that is formed from five attributes. Empirically, the approaches to positioning and pricing have been determined.

Ultimately, the author has developed a set of marketing activities linked to a common sales funnel and aimed at the market launch of a new product. The target sales volume was also determined by author.

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