NOVEL PRODUCT LAUNCH STRATEGIES IN CURRENT MARKETS: CASE STUDY IN THE CONSUMER ELECTRONICS MARKET OF TURKEY

Kutay MUTDOĞAN

In terms of firms, customer centricity is among the most valuable concepts in today's business world. It has become inevitable for companies to regularly drive new product(s) to market and expand their existing portfolios due to reasons such as the continued prospects for innovation of today's consumers and clients who are focused on, the changing competitive conditions, the technological production opportunities and the technological communication opportunities which are evolving very quickly. This study implemented alternative launch strategies with both product and company perspectives included in the literature, with three products that may be new to the market, the firm itself, and even the entire industry with an innovative approach in the Turkish consumer electronics market, and it is a case study review that explains all the processes experienced by a company that has organized these applications according to a comprehensive market research data, together with the relevant literature studies.

The study investigated the definitions of new product concepts primarily in literature, and then explored the differences and intersections of the new product based on firm and customer perspectives. In the later stages of the study, the processes that firms experience when developing new products, which are also the subject of the research, and the strategies they also fictionalize, will be analyzed in conjunction with reviews conducted in academia in the past. In the final part of the research, as a case study, the strategies that ABC Energy planned and initiated its implementation in the new product line that the firm will launch in the wearable solar-powered consumer electronics market will be sought to be explained by different models that have been identified in the past.

Keywords: Consumer electronics market, new product, market research, brand launch strategies, brand expansion strategy.