Proposed Marketing Plan for Introduction of Multi-functional Remote Device of JKL Plc, UK.
Section 1: Introduction and Background
This report entails the development of a marketing plan for the launch of a new product, a Multi-functional Remote Device (MRD), to be presented to the Investment Committee of JKL Plc. JKL Plc is a large London headquartered multinational FMCG with operations spanning 16 countries across the world. Its turnover for the financial year ended December 31, 2010 amounted to GBP 454 million.
The search for innovative products has led the company to focus on the swift technology evolution within the hospitality industry around the world. This has necessitated the ...view middle of the document...
The MRD would enable the shift towards methods and systems to enable integration of all hotel services into a single application that is accessible from such an electronic device. A customer will consequently be able to gain access to and manage hotel services prior to arrival at the hotel, upon arrival at the hotel, within the hotel room, within the local neighbourhood, as well as after departing from the hotel.
The company feels that the product has potential for commercial exploitation. The BOD has decided to progress with the suggestion. This report deals with the marketing of MRD devices to hospitality establishments across the target market in UK.
Section 2: Product Details
2.1. Product Concept
The single integrated application on the MRD is designed to enable access to most of the premium and desired functionalities and services offered by the hospitality establishment to their customers. The hospitality establishments that purchase these MRDs can select the permutation of the functionalities and services that can be accessed by their customers. This would depend on the technology budgets at their disposal. Appendix 1 details the major functionalities that can be accessed through the integrated application available on the MRD.
The integrated single application installed on certain versions of the MRD will enable communication with one or more servers connected to the hotel. The MRD will, for instance, communicate with different servers connected with ordering goods or services from the hotel. It will also communicate with different servers linked to shops, stores or attractions to permit a customer to effect reservations, purchase goods or services, or obtain information.
The development of the MRD will lead to technology convergence. It will also hopefully lead to the deployment of this portable device across the entire hospitality industry spectrum as a convenience and an energy friendly device. This will help maximise customer satisfaction and improve the convenience and comfort levels for hotel customers.
The MRD is essentially an upgrade with a single application that substitutes the operation of multiple remote devices for individual applications of different portable electronic remote devices. An example is the capability of the MRD to interface with the customer’s hotel room controls to organise room features like temperature, audio and video settings, lighting, any other appropriate room settings, or any permutation of the above.
2. 2. Technical Assessment
Both wired and wireless technologies enable the integrated functioning of portable remote devices for availing multiple functionalities concurrently. This enables the hotel customers to access, purchase and use different products and services offered by the hospitality industry.
The convergence of present day technology systems necessitates reliable infrastructure that can function consistently. The major constituents of infrastructure are: (1) Local and wide area...