Product launches ppt @ bec doms mba bagalkot 2009

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Product launches ppt @ bec doms mba bagalkot 2009

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Product launches ppt @ bec doms mba bagalkot 2009

  1. 1. Planning Successful Company and Product Launches03/10/12 1
  2. 2. Agenda11:30 – Introductions/Objectives11:45 – Company and Product Launches: Presentation and Discussion1:15 – Summary and Wrap-up 03/10/12 2
  3. 3. The Importance of Launches“A company….must choose a launch strategy thatis consistent with its intended positioning. Thelaunch strategy should be the first step in a grandplan for life-cycle marketing.” Philip Kotler Marketing Management Does your product launch plan reflect all of the money and time put into developing the product?03/10/12 3
  4. 4. Some Factoids 85% of new B2B products are failures 95% of new consumer products are failures Failures = doesn’t meet company objectives, withdrawn from market within 12-18 months Source: New Product News03/10/12 4
  5. 5. Positioning Strategy Process Market/Customer Competitive Differentiation Market Vision Segmentation Strategy Evidence Market Entry Customer Market Segment Critical Need and Positioning Strategy Market Segment Drivers Total Product Statement Requirements Technology Company Total Product Total Product Enablers Customer Segments Solution’s Potential Assets Differentiators Customer/ End-User Problem(s) Technology and Total Definition Competitors’ Total Product Product Roadmap Critical Needs Solutions’ Potential Differentiators Applications Partnerships Company Product/ Barriers to Product/Market Service Match Adoption Category Business Model Market Entry Customer Segment Mission Roadmap and Market Segment Company Leadership Roadmap Differentiator (Functional) Programs Statement POSITIONING BRANDING STRATEGY STRATEGY03/10/12 5
  6. 6. Positioning BothCompany and Product Company Positioning Strategy • Market • Product • Technology • Company Product #2 Product #1 Product #3 • Technology • Technology • Technology • Functions/Benefits • Functions/Benefits • Functions/Benefits03/10/12 6
  7. 7. Launch Objectives Unite company around shared objective: making the launch successful Provide strategy evidence of the company’s intent, and right, to be a market segment leader in product/service category Build independent third- party validation, and strategy evidence, of03/10/12 7 positioning strategy
  8. 8. Launch Objectives (con’t) Establish core technology/system as an extensible platform for future products and partnerships Establish broad-based awareness and credibility with xxx customer segment Generate market momentum/Accelerate the sales cycle for Product XXX; delay customer purchase commitments to competitors03/10/12 8
  9. 9. New Venture ‘Launch Phases’ Company funding announcements: PWC MoneyTree, Venture Wire, etc. Company: Stealth mode  Identify system lite: business cards, industry event attendance  Content-free microwebsite: contact info, investors, team, etc. (note: may have password- protected real site)  Phone listing Company ‘launch’: Seeding the market  Company: team, market vision  Technology platform  Product category, general problem addressed Product launch: Going ‘public’  Positioning strategy: problem solved, market and market entry customer segment, competitive differentiation  Product details: ‘architecture’, technology and product roadmap  Key customers and partners (especially channels)  Pricing and product availability information  A ‘grown-up’ website03/10/12 9
  10. 10. ‘Pre-Announcing a Product’?*  Why?  Complex problem/solution = market education  Big budget line item product = long budget cycle, complex buying process  Competitive pressures  Need market ‘buzz’ for funding round  Risks?  Too much competitive information, too early  Market environment can change substantively  Product development slips  ‘Obsolete’ an existing product  Analysts/Media won’t cover ‘the real deal’* Often executed as a ‘crescendo launch,’ a series of targeted announcements leading upto product launch 03/10/12 10
  11. 11. ‘Pre-Announcing’ Tips Do  Describe key elements of technology  Explain benefits of technology/potential applications enabled  Articulate initial total product assumptions (services, standards, partnerships, etc.) Don’t  Name product, provide specifications  Announce pricing  Provide precise launch date03/10/12 11
  12. 12. Launch Dependencies: StrategyProductConcept Evidence Go/No Go Preliminary Positioning Strategy Go/No Go Business Model Beta Product & Reference Customers Be prepared to postpone for key Go/No Go Positioning pieces of strategy evidence! Strategy Validation Launch Planning Strategic Partnerships Go/No Go (channel) Post Sales Support Plan Ongoing Market Reinforcement Launch03/10/12 ≈ 18 months Date 12
  13. 13. Launch Plan Outline Positioning Strategy Statement and Message Architecture Objectives and Strategies Competitors/Competitive Response Market leverage/Influencer plan Sales training and lead generation (closed loop) Marketing programs materials Schedule/Timeline Momentum milestones Appendix - positioning toolkit - customer segment profile - buying decision process03/10/12 13
  14. 14. Launch Checklist: Some Strategy Evidence OptionsPositioning Toolkit• Sales, channel strategy• Product Release schedule Materials • Brochures • Data sheets, application notesPrograms • Presentations• Ads, site sponsorships • Price lists• CD, Flash demo • Product catalogs• Customer seminars • Product demonstrations• Data sheets, application notes • Product roadmap• Direct mail, e-mail, list promotions • Press releases• Newsletters • Technical articles• Sales, channel launch; training• Trial, swap-up program • Technology, company backgrounders• Trade shows, conferences, events; suite briefings • Testimonials• Advance press and analyst tour • White papers• Speaker program • Web site update• Regional field sales champions• User groups, customer councils• Webcasts/Webinars with guest experts: customers, analysts, partners• Lead management system…salesforce.com, eloqua, etc.03/10/12 14
  15. 15. Launch Manager is ‘Command and Control’ Creative, Weekly Status and Website, Interactive ProductProject Management Sales: Marketing Development/ Customer Technical Advocates Marketing: Data Content Sheets & Demos Launch CTO/Guru: Program Press/Analyst White Papers, Manager Relations, Simulation Materials Strategies Production Shows, Strategic Conferences, Partners, Investor Events Relations 03/10/12 15
  16. 16. Launch Responsibilities Launch Strategy Marcom: Creative, Website, Product Marketing: Marcom: Press/Analyst Interactive Marketing Data Sheets & Demos Relations, Collateral Marcom: Tradeshows, CTO/Guru: White Papers, Biz Dev: Strategic Partners Conferences, Events Simulation Strategies Sales: Customer Advocates Product Development: Finance: Investor Relations Content Product Availability Launch Manager and Champion03/10/12 16
  17. 17. Developing Strategy Evidence: Market Leverage Model Education Market Segment B T U R S I A P I A F A I N C TC A N N I N A E N E V S H AC R D A N A D D E D E A A A E I Market Company S L N RO T U L N L T S I T E N GU N S Y C Y P O S T Entry O S E EN E T S I S R R O Customer TT R R T T p R R L S S Y S A S E S R S Segment S L S E S S S Validation03/10/12 17
  18. 18. Market Leverage/Influencer PlanCategory Names Relationship/Objective/Program Company OwnerInvestorsSales ChannelBeta Customers/Targeted accountsIndustry Partners,Leaders, GurusIndustryOrganizationsIndustry analystsFinancial analysts 03/10/12 18
  19. 19. Launch Pitfalls Launch planning starts too late in product development process  Positioning strategy half-baked and untested, externally  Not enough (credible) strategy evidence: bug-free product, the right – at least one Tier 1 - customer testimonials and references (negotiated into contracts), application notes and documentation, channels, customer support  Proper market foundation has not been laid, no one has heard of the company or product A non-programmatic approach (‘escapes’ vs. launches): lack of03/10/12 19 launch manager, market leverage and message models, launch
  20. 20. Summary and Wrap-Up The Launch Plan is the chance to get the company and product off to a good start in the market!03/10/12 20
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