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MKT 571 New Product Launch Marketing Plan-Expired Away

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Running head: NEW PRODUCT LAUNCH MARKETING PLAN
1
MKT 571
New Product Launch Marketing Plan-Expired Away

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New Product Launch Marketing Plan 2
Expired Away
Executive Summary
Expired Away is a product designed to alert the consumer whenever he or she may have
decomposing food in the refrigerator. Expired Away has sensors that can detect strong odors, can
scan products and the expiration date for each item and will alert the consumer via e-mail or text
message when food is about to expire or is decomposing.
The consumer will need to enter the expiration date so that he or she can be notified two
days prior that food is about to expire. Expired Away is specifically designed to help Americans
and individuals in other countries to use food prior to expiration dates or decomposing and to
save the consumer money. Using Expired Away will help protect the environment by reducing
rotting food that creates methane.
The new product launch marketing plan will address an executive summary, situational
analysis, market growth potential, competitive analysis, segmentation, target market, and
positioning. It will also include pricing strategies, distribution strategies, a marketing
communication plan, financial information, intended marketing objectives for year 1 and year 2,
milestones, evaluation and control metrics, and contingency planning for the Expired Away
product.
Situational Analysis
The Expired Away detects strong odor from decomposing foods, alerts owner when food
is about to expire or is decomposing, and runs through a Wi-Fi connection. The Expired Away
will require that the owner input the expiration date or scan the barcode of foods to receive this
alert. A weakness faced with this requirement is if the odor detector does not work properly or
Expired Away experiences technical issues. The opportunities of using the Expired Away will

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