Running head: MKT-500 MILESTONE FIVE 1

MKT-500 Millstone Five

Jennifer Brown

Southern New Hampshire University

24 September 2019
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MKT-500 Millstone Five

The 4 P’s of Marketing is a model for enhancing the way in which you take a new

product to market. The 4 P’s also help one to define their marketing options in regard to product,

price, place and promotion. The ultimate objective is to ensure that your product meets a specific

customer need (Faulkner). The product that we are pushing to market is the Front Break Light

Indicator. The Front Break Light addresses a need in the automobile industry that has yet to be

addressed. The issue of “T-Bone” car accidents.

A T-bone accident is one where the front of one car or truck crashes into the side of

another vehicle. Broadside accidents most often occur at intersections when one of the drivers

fails to stop at a stop sign or traffic light, or otherwise fails to yield the right-of-way to the other

driver (Gibson). With a Front Break Light indicator, accidents of this nature can be reduced,

tremendously. The suggested retail price of our product is $59.99. We came to this price after

factoring in the production costs, general operating expensing and then, a 50% mark-up (Torres).

The Front Break Light was initially designed to be built into Tesla vehicles in an effort to

expand on Tesla’s innovative automotive movement. However, Front Break Light does not want

to stop there. We have also designed a detachable version of our product that can be found at

stores such as Auto Zone all over the nation. In an effort to promote the Front Break Light

indicator, we have decided to emphasize the features of our product and how the competition

pales in comparison. Front Break Light is Approved by DOT, as opposed to the competition.

Front Break Light also has an SAE number on the lens that ensures approval by the Society of

Automotive Engineers, as opposed to the competition. Front Break Light Company has designed

a product that will pass a motor vehicle inspection and it also has the ability to swivel to any

angle, unlike the competition.

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The portable version of the Front Break Light affixes to the front windshield of your

vehicle and then, has a direct connection to the vehicles breaking system. The break light is

designed to be a visual indication to others as to whether or not a vehicle intends to stop. This

could be beneficial to pedestrians and to drivers particularly when trying to make a left hand turn

into on coming traffic. Because a portable version of Front Break Light will be on display at

Auto Zone, we wanted to enclose the product in durable, heavy duty, recycled plastic. The bulk

of the package will be bright yellow with bold black letters saying, 24 LED Front Break Light.

CARS. TRUCKS. SUVS. Through the heavy-duty plastic, you will see our product, described as

an elongated break light and heavy-duty plastic exterior.

The 2017 NAPCS code for Front Break Light is as follows:

2017 NAPCS
Seq. No. Title
Code
627 271010402 Other services for automobiles and light-duty trucks

(CDB, 2017). Front Break Light is a ground-breaking new idea that will require a unique

branding strategy. The purpose of this strategy is to create a long-term plan that is well defined.

Considering the life-cycle of this product, we have decided to use the harvest strategy. This

strategy is being implemented because when Front Break Light nears the end of its life cycle, it

usually will not benefit from additional investments and marketing efforts. This is called the cash

cow stage, because the asset is paid off and requires no further investment. Therefore, employing

a harvest strategy will allow Front Break Light to harvest the maximum profits before FBL

reaches its decline stage (Zigu, 2019).

Brand Equity is the value derived from consumer perception of the brand name, rather

than from the product itself. In 2018, Tesla’s brand value jumped by 60%. And one significant
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note is that Tesla is the only auto brand listed in the top ten risers (Crider, 2019). Therefore, the

merger between Front Break Light Company and Tesla should produce awesome results.
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Works Cited

CDB, ESMD. “North American Product Classification System (NAPCS), Main Page - US

Census Bureau.” Census.Gov, 2018, www.census.gov/eos/www/napcs/structure.html.

Accessed 25 Sept. 2019.

Crider, Johnna. “Tesla’s Brand Value Jumped 60% In 2018 | CleanTechnica.” CleanTechnica,

15 July 2019, cleantechnica.com/2019/07/14/teslas-brand-value-jumped-60-in-2018/.

Accessed 25 Sept. 2019.

Faulkner, LaTonya. “The Marketing Mix and the 4PsUnderstanding How to Position Your

Market Offering.” Mindtools.Com, 2009,

www.mindtools.com/pages/article/newSTR_94.htm. Accessed 21 Sept. 2019.

Gibson, Jamar. “Broadside (or T-Bone) Collisions.” The Law Offices of John Day, P.C., 2019,

www.johndaylegal.com/broadside-or-t-bone-collisions.html. Accessed 25 Sept. 2019.

Torres, Bryan. “Pricing a Product Definition - Entrepreneur Small Business

Encyclopedia.” Entrepreneur, 2019, www.entrepreneur.com/encyclopedia/pricing-a-

product. Accessed 25 Sept. 2019.

Zigu. “Brand Harvesting Definition | Marketing Dictionary | MBA Skool-

Study.Learn.Share.” MBA Skool-Study.Learn.Share., 2011,

www.mbaskool.com/business-concepts/marketing-and-strategy-terms/13131-brand-

harvesting.html. Accessed 25 Sept. 2019.