a new product was conceived, researched, tested the prototype and made it through all the obstacles in procesu.Došlo it's time to run it on the market. What happens now?
The most successful investments, planning for new product launch begins with conceptual design and development. Positioning, sales channels and distribution, advertising and public relations all need to be addressed and should be given more time and energy as well as the development and design stage. Synchronizing marketing activities with product development is critical to success.
Among the key components involved in a strong product launch plan:
A clearly defined sales targets
Convinced of the sales channel readiness
promotional features on the site (public relations / marketing / advertising)
the resources to track, monitor and account for the performance
to launch projects often fail because companies do not produce sufficient quantities of new products and make them available to prospective buyers. Create a run with a team responsible for, among other things, ensure that all levels of society willing to carry the demand for the product and for training staff in its use for customer support.
positioning
positioning is not about the features and specifications. This is the core message that differentiates your product and everything else on tržištu.Jedinstveni product identity strengthens the market's perception of its products and in turn reinforces your company's overall position.
To make sure everyone is working toward the same goal, some events should be established:
of whether we have identified all the necessary channels to start?
o The number of new products do not plan to sell by a certain date?
When the product will be ready to run at a national trade convention?
o Are there enough sock orders with key distributors?
o How can we grow the product in 5-10 percent of the market shelter from a certain date?
break down every imaginable component of the launch. "Identify the customer database where appropriate. Send new product samples in the industry and trade publication reviewers. Do whatever it takes to create a strong, functioning life support system for that product.
approaching the customer with a new product can be the most delicate situation of all, which is why "has its ducks in a row" is so important. If existing users encounter design flaws in the new product, can forgive and forget (especially if their relationship with the company's strong enough), but it's likely new users will feel the same way.
In addition, the new product may not be the right "fit" with all its current customers. Willingness to reduce the risk that the company's credibility may be damaged by missteps at launch time.
In order to establish the identity of the new product on the market, key messages must be repeated over and over again. It requires consistent positioning across all marketing communications companies, including:
A New and current product literature
o Press releases
o Product Specifications
o Sales presentations
on internal communication
There is a difference between advertising and public relations. Public relations is a new product as "news" that "is seen as unbiased and reliable advertising - even if the news is just a company press release printed literally ."
Advertising, on the other hand, aims at presenting the product (specifically, the features and benefits) in the best possible light.
These promotional tools are most effective when used in tandemu.Cilj is that each activity reinforce one another to influence the market and your customers.
In addition to issuing press releases, see the unique angle of the interest of industry opinion leaders, or try placing the story on how the new product benefits customers in trade publications. Exposure of your product and advertising and public relations will create a greater mindshare and more perception in the market. "Success breeds success ."
Execution
How will the new product to reach customers? Are your established sales channels (sales force, distributors, traders, etc.) to a new challenge?
When introducing a new product, it is necessary to step back and assess its fit with existing channels. For example, if the new product has reduced versions of existing products that are targeted at the mass market, there are some questions you should ask:
about whether our existing distributors to serve the mass marketing outlets?
o Do our current pricing schedule consideration such factors as the mass of competition into account?
If the lower prices, how can we afford to spend on the sale of each unit in the lower price?
o Can we get to this market with our current sales force?
Determining your pricing strategy and a review sales channels should be happening until the product is, as these factors will have a significant impact on the positioning of the message.
In situations in which one partner with another company to introduce a new product, rigorous due diligence prior to the execution phase is advised - so make sure that each partner is fully committed to the process and has the necessary financial resources and familiarity with the market.
Regardless of the circumstances, have clear performance targets in place and be prepared to be carefully measured. Use the run to monitor progress and make it responsible for communicating the results of senior management.
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