Launch plan template

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Launch plan template

  1. 1. New Product Launch Plan - Product Name : XX - Launch Timing: XX NewProd. Pic
  2. 2. Table of Contents  Background & Biz Strategy  Product Introduction  Propositioning  Pricing  Distribution Target  Sales target  Timing  Sales Operation Guideline  Distribution  Merchandising  Product Fact Sheet  Launch Support  Push -Trade  Pull - Consumer
  3. 3. Background & Strategy• Biz Situation (Current status, Market trend, Competition, etc.)• Market Opportunity• Business Objective & Strategy Owner: Project Manager (Brand Team)Info. Source:
  4. 4. Product Introduction • Objective: • Target Consumer: • USP: Owner: Project Manager (Brand Team) • Pricing: • MC% Target: • Regional Target: • Distribution Target (Channel & Outlet no.): • Sales Target (in 3 yrs): Y1 Y2 Y3 – Value – Vol.(Ton) • Launch Timing:
  5. 5. Project Timeline – sales relevant • Timeline Owner: Project Manager (Brand Team) What When Who Product launch communication with sales team Product info. Trade presenter to cities POP ready in regional warehouse Example Listing sample/hygiene certificate to cities In-store sampling ready Product ready in regional warehouse for invoice On-shelf timing
  6. 6. Product Information • Distribution Guideline (incl. prod. Role, pricing positioning): A / B City C City D City / Town Product Role Price Owner: Project Manager (Brand Team) Index Price HM / SM MM CVS SS HM / SM MM SS SM MM SS align with TM Big Tube 140g Volume driver 13.5 100 ☆ ☆ ☆ example Mini Tube 70g Impulse / Trial 8.0 119 ☆ ☆ ☆ ☆ SM ☆ ☆ ☆ ☆ ☆ ☆ Single Roll 27g Impulse / Trial 2.5 96 selective selective selective roll-out after roll-out after roll-out after roll-out after cities cities cities evaluation evaluation evaluation evaluation ☆ 6 months ☆ ☆ ☆ ☆ Chain Pack 22g Impulse / Penetration 2.0 94 roll-out after roll-out after roll-out after roll-out after launch in evaluation evaluation evaluation evaluation test market • Display/Merchandising Guideline: Owner: TM (trade marketing)
  7. 7. Launch Support Owner: Project Manager (Brand Team) – Internal Kick-Off – External Launch • Trade Support for Push In & Push Out • Consumer Promotion for Pull in Demand
  8. 8. Push Support - Trade Incentive Owner: TM Trade Presenter
  9. 9. Pull Support Summary - Consumer Owner: Project Manager (Brand Team) Key Visual In store activitivation In store Display In store conversion Others (e.g., Joint Media sampling Promo.,Target Sampling, etc.)MechanicsTime Period CoverageRegional/Area/CityCoverage ExampleStore CoverageConsumer reachedPush In/Push Out TargetOff-take TargetBudgetCost Ratio Display Design
  10. 10. Launch Support Program (Details in linewith previous slide one by one) Owner: Project Manager (Brand Team) Key Visual Display Design

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