Question

Do you think companies should create a special marketing plan / strategy that focuses on first adopters and their adoption habits when a new product is launched? Why or why not?

Answer 1

First of all, the company should analyze the popularity of product, marketability of product, targeted customer base, and what amount of the total customer base is already familiar with the product and has adapted the product, and is there any competitor provide similar product.

Depending on above market research, the company should further plan its marketing strategy.

If the product is very unique and there is zero or very small proprtion who has adapted the product, and no competetion, then company should go for strong marketing strategy that provides detailed information and quailties and benefits of product to the customers, convincing them to adapt the new product. For example, Apple launches I Phone, a touch screen technology for the firt time ever.

On the other hand, if there is already a good market, and customers are familiar with the product and hace already adapted or are ready to adapt, then the marketing strategy should be strongly focused on their product, that is how their product is better then the existing ones, be it in terms of quality or price or differentiated features, or anything else. For example, there is already a touch screen phone available, ans Samsung launches Smart Phone with Android (a different technolgy than I Phone), and at a lower price then I Phone.