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Chapter 12 Product Launch


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Chapter 12 Product Launch

  1. 1. <ul><li>Overview of Product Launch – The new product launch posses </li></ul><ul><li>an interesting & satisfying challenges to the product manager & </li></ul><ul><li>his team member working in the marketing department . </li></ul><ul><li>It actually offer an opportunity to the marketing personnel to apply </li></ul><ul><li>their theoretical & practice knowledge in their job and see their </li></ul><ul><li>plan bearing the fruits & success . </li></ul><ul><li>In essence it is very difficult to take appropriate decision even </li></ul><ul><li>after adequate knowledge & information about marketing tech . </li></ul><ul><li>Even a single hasty & irrational decision can jeopardize the </li></ul><ul><li>success of a new product & its profitability. </li></ul>
  2. 2. Product Launch Further more the rising competition in almost all business , the availability of global information the customer with a press of a button through the internet and the explosion in the media have made the already one task of marketer even more difficult . One may ask as to how all these development make the success of new product difficult ? The answer lies in the fact that with the easy access to all the information channel , the customer has become aware about the happening around him .This makes him more demanding as far as value of money spend by him is concerned . On the other hand he has also been bombarded with a lot of messages on day to day basis. Thus making it almost impossible to remember the product unless it offers him the clear advantage or at least he perceives the new product as different and unique.
  3. 3. <ul><li>The success in this difficult environment ,depends upon the </li></ul><ul><li>Intelligence , creativity , knowledge , and the ability to take risks </li></ul><ul><li>of the concern product manager & other marketing personnel. </li></ul><ul><li>Intelligence </li></ul><ul><li>Creativity </li></ul><ul><li>Knowledge </li></ul><ul><li>Experience </li></ul><ul><li>Ability to take risk. </li></ul><ul><li>Types of New Products -- Various types of new product are as </li></ul><ul><li>follows . </li></ul><ul><li>New to Mankind . </li></ul><ul><li>New for the Country . </li></ul><ul><li>New for the Industry . </li></ul><ul><li>New Product in a Product Category . </li></ul><ul><li>New Product in a Product class. </li></ul><ul><li>New product for the company. </li></ul>
  4. 4. Types of Product <ul><li>Following are the Types of Product --- </li></ul><ul><li>New for the Mankind – Products which are the result of new discoveries /inventions .These types of products come about once in the life time of an individual or even longer. </li></ul><ul><li>ex – Telephone , television , etc. </li></ul><ul><li>New for the Country – Product which have been marketed as innovations in other countries and are being marketed in the country of one origins for the first time . </li></ul><ul><li>Ex- Pfizer launched many research product in many country which was new for the country . </li></ul><ul><li>New for the Industry – Products which are new for any particular Industry .The examples are flat television launched by Philips in the T.V industry ,the Euro I and Euro II cars launched by Hyundai in India ,the laptop computer launched in the computer Industry , car with automatic gear system launched in the automobile industry . </li></ul>
  5. 5. <ul><li>4. New Product in a Product Category –Products which represent an innovation in an already existing product category .For Examples , Cigarettes represent a product category .The introduction of cigarettes specially marketed for females represent the new product in a category . </li></ul><ul><li>Ex - Marlboro female cigarettes , Kinetic Honda female vehicles </li></ul><ul><li>5. New Product in a Product class – The new class represent the new types of products in the existing product category . </li></ul><ul><li>For example - cigarettes represent a product category , the filtered cigarettes represent a product class .Similarly , if antibiotics represent a product category , penicillin represent a product class. </li></ul><ul><li>6. New Product for the company – Product which are new only to the company .There is nothing new in terms of an Innovation regarding the product category or the product class or for the country etc. Here the company launches the same product which is already available in the market under a new brand name . </li></ul><ul><li>For Ex- Soap product line can be introduced by say X company ,though this product is new for the company not for the industry. </li></ul>
  6. 6. New Product Launch – The Marketing Plan <ul><li>The Marketing Plan for launch is simply a statement of the course </li></ul><ul><li>of action to be followed for the products Introductions into the </li></ul><ul><li>market . </li></ul><ul><li>It should clearly specified the </li></ul><ul><li>Marketing Objectives. </li></ul><ul><li>Strategies . </li></ul><ul><li>Programmers </li></ul><ul><li>Marketing Planning is a continuous activity in the new product </li></ul><ul><li>development process & informally may start at the time of idea </li></ul><ul><li>development itself. </li></ul>
  7. 7. <ul><li>Marketing Objectives – Typical marketing objectives for the new product should contain </li></ul><ul><li>a). Unit or Rupee value sales of the product by the year . b). Market share by the year </li></ul><ul><li>c). Product profitability in terms of percentage margins and </li></ul><ul><li>payback. </li></ul><ul><li>Situation Analysis – A) Macro Environmental Analysis. </li></ul><ul><li>B). Market Analysis . </li></ul><ul><li>C). Internal Analysis . </li></ul><ul><li>Above points are discussed as below in details . </li></ul><ul><li>A. Macro Environmental Analysis – a). Study of economic situation . </li></ul><ul><li>The political legal situation . </li></ul><ul><li>The Demographic </li></ul><ul><li>Social Trends as well as the technological development. </li></ul>
  8. 8. <ul><li>B. Market Analysis -- </li></ul><ul><li>Market Overview – An assessment of the quantitative and qualitative aspect of market size & growth. </li></ul><ul><li>Segment Overview </li></ul><ul><li>Consumer overview </li></ul><ul><li>Competition Overview </li></ul><ul><li>Time invested in market analysis usually give rich dividend at </li></ul><ul><li>the time of planning the positioning strategies of the new </li></ul><ul><li>product. </li></ul><ul><li>C. Internal Analysis – </li></ul><ul><li>Sales Force . </li></ul><ul><li>Promotional set up . </li></ul><ul><li>Distribution set up . </li></ul>
  9. 9. Defining and selecting the target Market. <ul><li>Perhaps the most prevalent method of segmentation for the new </li></ul><ul><li>product is benefit segmentation. </li></ul><ul><li>Benefit segmentation recognizes that people seek different benefit </li></ul><ul><li>from their purchase and have different motivation to purchase . </li></ul><ul><li>Using this approach it is possible for the market to define the </li></ul><ul><li>benefits & attributes that must be built into the new product and </li></ul><ul><li>communicated to the consumers .In fact the positioning & </li></ul><ul><li>communication strategies are largely defined by benefit segment </li></ul><ul><li>selected . </li></ul><ul><li>Any segmentation analysis would yield a number of potential </li></ul><ul><li>segment & present alternative attributes packages that can be </li></ul><ul><li>built into the product to make it more suited to the segment. </li></ul>
  10. 10. Product Strategy <ul><li>What is Product Strategy ? </li></ul><ul><li>Product Strategy in the context of new product would mean </li></ul><ul><li>finalization of the product benefits , Features and attributes. </li></ul><ul><li>Pricing a new Product –One should be clear that a new product </li></ul><ul><li>should be priced in such a manner that it provides the company </li></ul><ul><li>With. </li></ul><ul><li>Reasonable profit. </li></ul><ul><li>Reasonable and continuous market share. </li></ul><ul><li>Reasonable unit wise sales. </li></ul>
  11. 11. Pricing Strategies <ul><li>For a new product , there are two distinct pricing strategies </li></ul><ul><li>available to Product Manager. </li></ul><ul><li>Skimming Pricing </li></ul><ul><li>Penetration Pricing. </li></ul><ul><li>1. Skimming Pricing – This pricing mechanism is characterized by high expenditure as promotion. This type of high pricing for a distinct product in the initial stage of its launch & lowering the price when the competition enters. </li></ul><ul><li>Skimming Pricing Strategy work well when — </li></ul><ul><li>1. The unit wise sales of the product is not affected by the price at least in the early stages . </li></ul><ul><li>2. The market is large & only those customer who can afford to buy the product .This ensures a profitable product. </li></ul><ul><li>3. The Initial high price becomes a source to feel the demand & to cover the initial high cost of promotion. It is better to initially price the product high and then to reduce it when the competitors enter the market . </li></ul><ul><li>4. The object is to Initially earn high profit rather than initial high market share. </li></ul><ul><li>Ex – Dove Soap , Wood Land Footwear , Daewoo Cars , Cifran Tablet , Van –Heusen ready made shirts </li></ul>
  12. 12. <ul><li>2. Penetration Pricing Strategy – Penetration Pricing Strategy works well when . </li></ul><ul><li>When the unit wise sales of the product are highly dependent on its price . </li></ul><ul><li>Sufficient economy of scale have been obtained & the costs of manufacturing have been brought down considerably. </li></ul><ul><li>The competitors are expected to enter the market very soon. </li></ul><ul><li>4. The buyer who can pay high price do not exist in the market. </li></ul>
  13. 13. Factors affecting the new Product Price <ul><li>Following are the factors which affect the price of Product – </li></ul><ul><li>Demand for the new Product . </li></ul><ul><li>Costs </li></ul><ul><li>Marketing and Sales Objective. </li></ul>
  14. 14. Promotion of New Product <ul><li>Note – While deciding the Price of a new Product , the Quality , </li></ul><ul><li>Quantity , & cost of promotion should be considered. </li></ul><ul><li>Price high & promotion High – This type of a strategy work well for a product where the product has a mass market. Appeal the targeted customer can pay the demanded price ,the market is relatively unaware of the benefit of the new product & the competition is expected to enter the market sooner or latter . </li></ul><ul><li>As the product is new ,the company will be expected to spend a lot of money on its promotion so as to educate the targeted customer about its benefit .The high price is often the right decision as its provide a mean to cover the high cost of promotion and still earn an appreciable profit . </li></ul><ul><li>2. Price High & Low Promotion -- Such a price promotion mix work well for the product where the target market is not too large , and is aware about the benefits of the product ,it can pay the demanded price and the competition is not expected to enter the market very soon or not at all .Such an option provide an opportunity to earn high profits for every unit sold as the price is high and the company is spending a low amount on the product promotion. </li></ul>
  15. 15. <ul><li>3. Price Low & High Promotion --Such a strategy is usually adopted by the marketer who target a quick and high market share .This Strategy is good for a product which enjoy a mass market ,the market consists of sufficiently large number of price consciousness customer and the competition is expected to enter the market. </li></ul><ul><li>4. Price Low & Low Promotion – This option is good where the market for the product is not too large and the customer are price conscious. </li></ul>
  16. 16. Distribution Policy <ul><li>In case of high price and high Promotion or low price high promotion strategy it will be expected that a large number of customer will throng the retail stores for the product .In such a cases the product should be available at a large number of stores .This will involve high distribution cost .On the other hand the new product is new only for the company & its substitute are available in the market ,the distribution stores or retail stores owner will have sufficient push potential . </li></ul><ul><li>The company can ask the retail stores owner to exercise their push ,by paying them higher margin or discounts. This will obviously influence the profitability for the company and the price . </li></ul><ul><li>Thus while deciding the price of a new product ,a marketer will consider all these factors which influence the decisions. </li></ul>