Tools and Tactics of the Growth Team:
Successful Go-to-Market Strategies for New Product Launch
Chairman’s Series on Growth

Today’s Presenters
David Frigstad, Chairman
Frost & Sullivan
Katherine Burns, Growth Thought Leader
Frost & Sullivan
Naylor Gray, Director - Global Marketing
Frost & Sullivan
Todd Grossman, Vice President – Sales and Client Services
MultiVu, a PR Newswire Company
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Agenda
• Economic Update : August 2009
• The Growth Acceleration System – New Product Launch
• Growth through New Product Development and Innovation
• Case Studies in Successful New Product Launch
• Serious About Growth: Next Steps
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Global Economic Outlook
August 2009
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North America - Recent Developments
• Key to recovery - Credit situation, Confidence (Business and Consumer) and Internal and External
Demand -leading confidence indicators show signs of recovery
• Full Impact of stimulus plans is expected to be spread out starting from second half of 2009. 250 billion is
expected to be spent in 2009 and remaining part of stimulus in the next two years
• Sector specific support/bail out plans - Restructuring of Automotive Industry focuses on green business
and infrastructure development
• Revival in stock markets and commodity prices - Dow Industrial Average Increased by 23 percent since
February and oil prices in the range of $60-$72
• Financial market conditions are improving, but credit remains tight.
• Improving corporate performance and earnings - Better than expected Q2 results for Goldman Sachs, JP
Morgan Chase, Apple
• Unprecedented focus worldwide on addressing the economic situation - Global stimulus spending
estimated to be worth more than US $ 2 trillion - in developed economies it appears more time is
required for the stimulus to take effect as they are spread out over 2 or 3 years
• Slow down in major trading partners Canada, China, Mexico, Japan and Germany affecting US exports
growth. Chinese and Canadian demand is likely to support growth in exports in the second half of 2009.
Export demand from emerging nations will be a factor in reviving the global economy
• Converging expert consensus on recovery path - Number of forecasters predict slow recovery and low
growth in the second half of 2009.
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North America - Recent Developments
United States : Green shoots – are they sustainable ? United States : Downside Risk Factors
Green Shoots Downside Risk Factors
New Housing Starts • Credit Situation – Some improvement in financial
Building Permits markets but credit situation remains tight
Retail Sales • Budget Deficit and Public Debt– Long term issue –
Corporate Profits kick start the economy and reduce the deficit
Dow Jones Industrial Average • Increasing unemployment and underemployment
New Orders such as part time work
• Impact of decline in household wealth due to the
Unemployment Insurance Claims
collapse of stock market in 2008 and fall in home
Composite Leading Indicator
prices
Business Confidence Index
• Key to sustainable of economic recovery depend
on improving the credit situation and confidence
• Many leading indicators point toward
among investors. Major source of uncertainty
stabilizing market conditions
comes from lack of clarity on financing the deficit
and other large government programs such as
healthcare reforms.
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North America
Canada : The impact of the crisis is high due to high level of
interdependency and consequently affected economic growth in
Q1. Aided by the timely stimulus measures Canadian economy
is expected to return to its growth path in the second half .
United States: Improving business sentiments, consumer
confidence, easing credit situation, Stimulus plans and other
government initiatives are likely to contribute to the recovery.
Expected to bottom out in 2009 and recovery to begin in the
second half of 2009.
Mexico : Higher dependence on US economy is adversely
affected the Mexican economy since the crisis began.
Expatriation of earnings and fall in remittances has contributed
to capital flight, and depreciation of peso. Recovery depends on
export growth and improvement in oil prices.
North American Economic Outlook : Due to high interdependence among the three countries on account of closer economic
and trade relations, recovery in the region largely depend on the performance of the US economy which accounts for the bulk
of regional GDP. Despite the initiatives taken by the Obama administration, credit situation is tight and confidence remains
low due to high unemployment levels. However a number of indicators shows signs of stabilization which is likely to result
in recovery starting second half of 2009.
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European Growth Trends - 2008 - 2009
Europe Growth Trends
5.0
4.0 Q1-2008 Q2-2008 Q3-2008 Q4-2008 Q1-2009
3.0
GDP Growth (%)
2.0
1.0
0.0
-1.0
-2.0
-3.0
-4.0
-5.0
Austria Belgium France Germ any Italy Netherlands Spain United Euro area
Kingdom
Note : Quarterly growth rates - same quarter previous year
Growth Trends
• Germany, France, Italy, Spain and United Kingdom accounted for 72 percent of European Union GDP in 2008.
• GDP declined sharply in these countries due to the financial crisis.
• Germany and France are likely to lead European recovery as there are signs of improvement in industrial output and
consumer confidence
Policy Initiatives
• European Union EU wide stimulus package 200 billion euros – nearly 1.5 percent of EU GDP
• Country specific measures includes tax cuts, financial support to the unemployed, increased spending on infrastructure
development and social sectors and industry specific support
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The Big Four Asian Giants - Economic Growth Trends
15.0
Q1-2008 Q2-2008 Q3-2008 Q4-2008 Q1-2009
10.0
Growth Rate (%)
5.0
0.0
-5.0
-10.0
Japan India China Korea
Note : Quarterly growth rates - same quarter previous year
Japan : Japanese economy depends on exports; the Korea : Export driven economy, sharp decline in GDP,
global slow down has contributed to a sharp decline in With stimulus package of $ 45 billion ($26 billion in new
2009 Q1. Public debt is estimated at 200 % of GDP, money), economic growth in 2009 Q2 is 2.3 percent
which is one of the highest in the world. Stimulus driven by manufacturing (Electrical and electronic
package of over $104 billion. equipment, and petroleum, coal and chemicals
manufacturing). Increased durable demand has
contributed growth in consumption expenditure.
China : Stimulus $586 billion (204 new money) with India : More stable political conditions and domestic
focus on infrastructure and induce domestic demand. demand have contributed to the increased investor
Recovery signs include growth in domestic demand confidence in recent months. Though exports are
including increase investment. China accounts for 6.5 declining, the manufacturing sector is stabilizing with six
percent of global GDP, and is expected to have one of core industries and had positive growth partly aided by
the highest economic growth in 2009. the stimulus measures ($6.5 billion in new money). GDP
is expected to grow by 7.0 percent in 2009.
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Latin America - Economic Growth Trends
10.0
8.0 Q1-2008 Q2-2008 Q3-2008 Q4-2008 Q1-2009
Growth Rate (%)
6.0
4.0
2.0
0.0
-2.0
-4.0
Brazil Argentina Venezuela Chile
Note : Quarterly growth rates - same quarter previous year
Argentina : $ 4.4 billion in new stimulus which includes Colombia : Bank rates were reduced from 10 percent to
public works program to improve infrastructure covering 5 percent since December 2008. Fiscal policy initiatives
energy, transportation and housing sectors. include tax cuts and increased infrastructure spending.
Economic recovery is expected to gain momentum in the
Brazil : Stimulus package is estimated to be $ 8.6 second half of 2009
billion. Equity market shows signs of recovery, pressure
on currency is also easing. Import growth expected to Peru : Stimulus package is estimated at $ 3 billion
fall funded by fiscal surplus. Focus of the plan is on social
spending, infrastructure and reduction in fuel prices.
Chile : Stimulus package-$ 4 billion announced In Peru’s Economy expanded by 0.9 percent in the first half
January. In addition other initiatives such as support to of 2009.
small enterprises and stabilize the financial sector and
ease credit situation. Combination of stimulus plan and Venezuela : Oil price had adverse impact on exports
rise in copper prices driven by Chinese demand will and government finance. Most invest plans are likely to
support the economic recovery. be postponed till the global recovery gains momentum.
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World Economy - Recent Developments
• IMF support for least developing countries worth 17 billion to help the
revival
• Chinese demand for resources helping countries to promote growth
(Australia and ASEAN)
• US recovery critical for Europe and Japan because of high level of
economic and trade interdependence
• World balance of economic power – shift towards East from the West
with emerging countries likely to lead growth through increased
consumption, rather driven by exports
• Worst is behind us, more positive future outlook, some areas of
uncertainties remains which are likely to subside in the near future
• Time for fine tuning strategies, adjust plans, prepare for the future
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David Frigstad
Chairman
Frost & Sullivan

The Growth Acceleration System
(FGP)
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The Growth Model
10 Growth Processes
Implementation
of Strategies
Gr
ow
th
Pi
pe
Evaluation of
lin
Opportunities & Strategies
eD
ev
e lo
pm
e
nt
Generation of
Opportunities & Strategies
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Sources of Growth
Top Successes Regarding Growth
#1 Success #2 Success #3 Success
30%
23%
22%
19%
20% 18%
17%
16%
15% 15% 15% 15%
14%
13% 13%13%
11%
10%
9% 9%
10%
7%
6%
4% 4%
3%
2%
0%
Competitive Strategic Product Geographic Technolgy Distribution Mergers & Growth
Strategy Partnering Launch Expansion Strategies Channel Acquisitions Sourcing
Optimization
Total Sample
Selecting 54% 54% 47% 47% 37% 22% 20% 13%
What are the top three strategies that you have had the most growth in the past three years?
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Strategies for Future Growth
Strategies Planned for Future Growth
#1 Success #2 Success #3 Success
30%
25%
23%
20% 18%
16% 16% 16%
15%
13%13% 13% 13%
12% 12%
11% 11%
10%
9% 9%
10% 8%
7% 7% 7%
6%
4%
0%
Launching new Strategic Entering new Competitive Customer Technology Mergers & Distribution
products/services partnerships geographies strategies strategies strategies acquisitions channel
Total Sample optimization
Selecting 59% 54% 42% 33% 31% 27% 25% 21%
Which of these strategies are you using for future growth?
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Katherine Burns
Director, Growth Thought Leadership
Frost & Sullivan

Katherine Burns
Director, Growth Thought Leadership
Frost & Sullivan
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Growth Process Toolkit
Accelerating Growth through Rigorous Planning, Principled Execution,
and Continuous Monitoring
What Are the Growth Process Toolkits?
The Growth Process Toolkits document Frost & Sullivan’s best
thinking and work on each of the 10 growth processes in a
step-by-step implementation format.
How Will They Help You?
They save you time and money by focusing you on the right
questions to ask and the right activities to back them up, right from
the start.
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Before the Launch:
Growth through New Product Development and Innovation
-Investment in new product development is a strong predictor of a
company’s future value.
- Most executives cite innovation as a top corporate priority.
-47% of participants in Frost & Sullivan’s 2008 survey of CEOs
cited growth through new products as their companies’ primary
source of growth.
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Two Sides of the Same Coin:
Innovation and New Product Development
Innovation New Product Development
Innovation is the foundation for The idea means nothing if the
growth through NPD: a new company isn’t agile (or disciplined)
product starts with a breakthrough enough to get it into the hands of
idea customers
An “innovation culture” is key for A process for fairly vetting ideas’
any organization seeking long-term potential discourages
growth through NPD organizational biases
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Where the Rubber Meets the Road:
New Product Launch
-Itis unusual for a new product on its own – regardless of how
innovative or breakthrough it may be – to deliver revenue for the
company if the launch fails to:
- Communicate the product’s promise
- Convert buzz into revenue
-A product’s launch is therefore the most sensitive step in achieving
growth through innovation and new product development.
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The Risks of New Product Launch
-On average, 40 to 90% of all new products fail.
-47% of companies that pioneer new product categories later pull
out of those businesses.
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Where New Product Launch Goes Wrong
-Customers are averse to change
-Companies expect too much too soon
- Companies go to market before they’re ready
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Case-in-Point:
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Where New Product Launch Goes Wrong
-Customers are averse to change
-Companies expect too much too soon
- Companies go to market before they’re ready
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Case-in-Point:
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What Do Smart Companies Do?
Smart companies:
-Replicate a precisely executed launch each time they introduce a
new product.
-Follow a specific process for positioning products, training the sales
force, working with channel partners, and communicating with
customers.
-Brace for slow adoption.
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Case-in-Point:
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Frost & Sullivan’s Approach to New Product Launch
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A Closer Look at the Growth Process Toolkit for NPL
Table of Contents and Page Layout
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Tool Excerpt #1:
Product Placement Worksheet
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Tool Excerpt #2:
Sales Support Readiness Checklist
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Tool Excerpt #3:
Sales and Marketing Performance Dashboard
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Todd Grossman
Vice President, Sales & Client Services
MultiVu, a PR Newswire Company

Agenda
- Supporting product launch through unconventional channels
- The reach and influence of multimedia
- Case profiles of two industry leaders
- How to build a solid multimedia platform

Pushing the Limits of Your Comfort Zone
To communicate effectively in today's market,
companies must be comfortable communicating through
unconventional channels

Adding multimedia to
your release increases
engagement by 55%.
According to a sample of PR Newswire’s clients’ Visibility Reports comparing text-only press releases to their Flex Releases.

Proof is in the Pudding

Current Online Media/Advertising Environment
U.S. online ad spending will hit $24.5 billion this year
Video ads account for nearly $1 billion, but are expected to grow at
about 40% each year
“The web is designed for two-way communication and two-way
communication is about engagement…we believe it is a basket of
interactivity with everything from commenting, sharing, posting,
responding…all of these are forms of engagement.”
- John McCarus, VP Brand Content, Digitas
Source: eMarketer, June 2009

Multimedia News Release (MNR)

Metrics and Reporting
Comprehensive Activity Report
Daily Page Hits
Time Spent on Page
Exit Links
Referring Domains
Visits by Location
File Downloads
Social Media Sources and Audience
Web Clip Sources and Audience
Blog Sources and Audience
Media Outlets (by date)
Media Outlets (by industry)

Case Study #1: Guitar Hero
Guitar Hero Stats
• Over 2,200 page hits
• More than 600 file
downloads
• Dozens of clicks to e-
commerce sites for direct
sales

Case Study #2: LG
LG Rumor Stats
• Over 2,500 page hits
• Close to 3,000 video
streams on over 60 viral
video sites
• 500 file downloads
• Almost 1,000 embedded
video views

Multimedia
Platform
Proprietary Online Content Distribution
Online Video Social Targeted Web
SEO Dist Media Blogs Placement
Targeted Consumers
Enga t ons
gem
ent Referrals Transac i

Growth, Innovation and Leadership
A Frost & Sullivan Global Congress on Corporate Growth
$1000 CSG participant savings
GIL 2009: North America now thru August 15, 2009
September 13-16, 2009
www.gil-global.com/northamerica For more information
Email Brian Denker –
bdenker@frost.com
• Provides 360 Degree Perspective
supporting critical decision-making that
helps executives achieve their corporate
growth objectives
• Examines proven tools and strategies
that deliver sustainable growth in a
highly interactive forum
GIL 2009: North America • Allows senior executives to network with
industry luminaries, innovators,
visionaries, and leaders
• Enables executive to better prepare for
current challenges and future trends
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Next Steps
Join us at a Growth, Innovation and Leadership 2009: A Frost & Sullivan
Global Congress on Corporate Growth (www.gil-global.com)
September 2009!
Request additional information related to the Growth Team Membership Growth
Process Toolkits and Innovation Survey (email us: growthteam@frost.com)
Request a proposal for Growth Partnership Services to support you and your
team to accelerate the growth of your company.
Attend Frost & Sullivan best practice networking events
(http://www.frost.com/cal)
Consider Conducting a 360 Degree Growth Workshop to support your long-term
growth strategy
Register for the next Chairman’s Series on Growth: (http://www.frost.com/growth)
Schedule a One-on-One Preliminary Growth Diagnostic Blueprint workshop
with a Frost & Sullivan Growth Consultant (email us: growthteam@frost.com)
Register for Frost & Sullivan’s Growth Opportunity Newsletter and Growth Team
Membership e Bulletin to keep abreast of growth opportunities in your industry and
best practices in your career track. (www.frost.com)
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