Product Launch: “Circularity Series” @MackSmaTec

Since the end of October, five teams of students from the Marketing Management Master’s programme at HM Business School have been working alongside a team from MackSmaTec – comprising members of the Product Management, Sales and Marketing departments – on preparations for a ‘Circularity Product Launch’ of the WCE 3D-Vario 3D filament solution. The target sectors for this initiative included the textile, pharmaceutical and automotive sectors.

The 4xA2 methodology was used as a framework for the product launch; this approach divided the marketing mix into a purchase phase and a usage phase:

• Product-A2 = ARUM Design & Asset-as-a-Service
• Price-A2 = Actual-True-Costing & Availability-based-Pricing
• Place-A2 = Advisory Selling & Aligned Sales+Service
• Promotion-A2 = Open and Honest Communication

In January, the teams presented their results to MackSmaTec’s Managing Director, drawing on best-practice benchmarking and specific recommendations for the product launch. The deliverables included, amongst other things, a pricing model for the ‘Asset-as-a-Service’ model, social media posts, a landing page design, visualisations for the exhibition stand and demo centre, and various printed handouts and giveaways.

Following the presentations, we were taken on a tour of the factory to see MackSmaTec’s various technological solutions and products in the field of smart machines for the production of ID cards and e-passports, as well as automation technology.

Many thanks to Head of Marketing Nicole Heller and to Richard Stegmann (Manager, Products & Digital Solutions) for their guidance and tremendous support throughout the project. Thanks also to our MackSmaTec Expert Advisory Board, led by Matthias Trostmann and Michael Bruns.

Thank you to CFO Dr Daniel Sandlos, CTO Dr Sven Ehrich and COO Dominik Rüger for the invitation to Marksuhl, the project evaluation and the feedback!

We wish you every success with your forthcoming product launch and with applying the ‘4x2 Green Marketing Mix’ in the specific context of smart mechanical and plant engineering.

Prof. Dr.-Ing. Matthias Schlipf