Moller Skycar The promotions plan for the Moller Skycar launch will feature a number of different facets. The first will be the message, which should consist of two parts. The first part will focus on introducing the product, because the Skycar is not only a new product but a new category as well. There will be informational hurdles to overcome and some consumers may be skeptical, so the introduction message will be mixed with informational messages as well. The second message of the plan will highlight the attributes of the Skycar. It cannot be assumed that the Skycar's attributes are self-evident, so the product features and other attributes will need to be communicated to consumers in a way that differentiates them from the attributes of competing products such as automobiles.

The message should also contain a heavy visual emphasis. People need to see the Skycar in action. They need to imagine themselves flying the Skycar, see themselves in the driver's seat (or is that cockpit?). Words like 'revolutionary'...

This serves a long-term goal of ensuring that everybody remembers who first brought the Skycar to market, the same way that Ford today can still trade on being the first automobile company to reach the mass market.
The second element of the promotional plan is place. It is reasonable to expect that the Skycar will, initially, be a niche product as the product category does not yet exist. However, the high cost of developing the Skycar will need to be recouped, so even if actual sales are initially low, the company is likely to be ambitious. Creating a splash is therefore important. The Skycar should be mass- marketed, especially in print publications where the cost of producing an advertisement is relatively low. There should be long-term plans to produce television advertisements, but these should be set aside during the initial launch phase. The promotions plan will feature extensive use of online…