The development of EZ Change began in March 2000. After completing the consumer research, developing the product, completing the marketing plan, and testing the overall venture, the company launched the product in September 2001. The emotions within the company shifted at various times during this period. In the beginning there was the excitement of a new venture. Then, about six months before the launch, people could not wait to get EZ Change into the marketplace. As the venture neared the launch date, the concern was about getting the retailers to execute their responsibilities by the time the advertising began. The company did not want to be advertising before EZ Change was on the shelves. It was an exciting time.
Marketing Strategic Planning Related
- Lessons: Pay Attention to the Consumer and Think Outside the Box
- Competitors’ Reactions Have Been Ineffective
- EZ Change Was an Unqualified Success
- The Goal Was to Become Number One
- EZ Change Was Launched Based on Several Positive Assumptions
- EZ Change Was Thoroughly Tested Before It Was Launched
- Launching in a Diversified Market
- Total Guaranteed Customer Support
- Off-Shelf Displays Would Highlight EZ Change
- Television Would Be the Primary Advertising Medium
- The Advertising Message: ‘‘Precise Placement Every Time’’
- A Coordinated Sales Effort
- A Premium-Priced Product
- Production in the United States of America
- Larger Packaging That Opens with Bigger Type and Pictures
- A Very Simple Incremental Product Line
- ‘EZ Change’ Became the Ideal Name
- A New Product is Born
- It Is Not a Battery; It Is a Solution
- Creativity Based on Solid Consumer Research
- A Time for Change
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Tags
- Accelerating the Buying Process
- Anatomy of a Buying Decision
- Benefits Must Be Perceived by Customers
- Consumer and Retailer Convenience is Critical
- Effectiveness Leads to Repeat Purchases
- Elevating the Buying Process
- How Customers Perceive Value and Risk
- How to Qualify Customer Problems
- How to Quantify PIP Solutions
- How to Sell the Customer's Return
- Positioning and Partnering to Propose High-Margin Value Propositions
- Preemptive Ventures Are Often Winners
- Reverse-Engineering the Buying Process
- Sample Marketing Plans
- Successful Marketing Plans Eliminate the Negatives
- Successful Marketing Plans Often Solve Consumer Problems
- The Cause and Effect of Business Value
- The Sales Process-Redefined
- The Value of Customer Relationships
- What Customers Really Want
- What Customers Think About