Product Lauch

Stage

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PRODUCT LAUNCH STAGE

Product launch is driven by the industry involved and

the product, and is also affected by whether the effort
was directed to an incremental, a new-to-the-market
or breakthrough innovation.
The expected result from the ICI, Pre-Project and Project
stages is a product, process, service or introduction of
a new administrative benefit.
Product launch costs depend on the type of innovation
and the method of distribution.
Product launch involves more than providing for the
sales effort.

PRODUCT
LAUNCH

Marketing Plans :
4ps :
Place = Suitable places to market the product.
Promotion = E.g Buy 2 free 1
Price
= Suitable price
Product = Meet customer satisfaction

Commercialization / Implementation

Advertise in television, radio, streamer, banner

Product ambassador model
Sponsor event/ competition
Create contest and give reward to the winner

Line Extensions
Aproduct line extensionis the use of an
established product brand name for a new item in
the same product category.

Line Extensions occur when a company

introduces additional items in the same product
category under the same brand name such as
new flavors, forms, colors, added ingredients,
package sizes.

Exploiting-It make full use of and derive benefit

from (a resource).

Product Platforms-Platformtechnology is a term

for technology that enables the creation of
productsand processes that support present or
future or past development. It establishes the longterm capabilities of research & development
institutes

Technologies-Launching a new technology product

can be extremely difficult given the multitude of
different products in the marketplace and the rapid
rate of development. Knowing how launch a product
is half the battle, but companies sometimes get
caught up in the marketing effort itself and lose
sight of what is important--the product itself.
Marketing efforts are important, but only in relation
to the development of a well-developed product.

New Markets-Finding that first market

a few customers willing to pay for your
early product
is hard enough. But theres one thing that
may be even harder. And thats finding
thesecondmarket. Especially because
companies are often so focused on protecting
what they already have.

Product Launch cont

.Product launch involves:

1. Getting the product to the customer to specification,
on time, and at the agreed cost with the required
quality and reliability.
2. Providing customer service something much better
than what exists today via e-mail, telephone and the
Web.
3. Managing the customer returns.
4. Meeting the product modification requirements for
sales.
5. Working with the customer to optimize product
performance.

STEPS FOR SUCCESSFULLY LAUNCHING A NEW PRODUCT

OR SERVICE

Launching a new product or service isnt what is used to be. In the

"good old days," you could hire a PR agency to craft a press
release and set up a press tour. Before the big launch date, you
would hit the road and meet with reporters from all the important
press outlets.
Start early. Dont expect reporters to write about you when you
want. Get a head start and begin preparing long before you plan
to launch. Arolling launchis a great way to keep the conversation
going. Start your outreach activities 6-8 weeks before the official
launch date .
Make the product or service available to important influencersas
a first step. Influencers can be friendly customers, prospects, or
even bloggers who have an sizable online presence.


Keep the release rolling. You dont know when reporters will
have time to write, so give them some opportunity to write
about the offering after the official launch date. Continue to
produce fresh news like announcements concerning novel uses
of the product, customer stories, details about how the offering
provides return on investment (ROI) to customers, etc.
Get partners involved. Channel and marketing partners who
have a financial stake in the success of the launch are natural
allies. The more people that are talking about the release, the
better chances it will get pickup.
Make it easy for people to learn more about your productwith
free trials, downloads, product videos, and demos.

Example

CONCLUSION

The point is that you need to think through your

product launches. Deliberately plan what
information youre going to release and when, who
you want talking about you, and how you can turn
your product launch into somethingworthtalking
about.
Thats what Apple does. No, you may not have
whole departments of marketers and PR
aficionados strategizing it for you, but
youcanplan a launch that will impress people,
even if the only person working on it is you.