The document outlines a new product launch plan that includes the product name and launch timing. It provides details on the product introduction such as propositioning, pricing, distribution targets, and sales targets. It also describes the sales operation guidelines, product fact sheet, and launch support activities including trade push and consumer pull initiatives. The document is intended to guide the new product launch.

1. New Product Launch Plan
- Product Name : XX
- Launch Timing: XX
New
Prod. Pic

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. Background & Strategy
• Biz Situation (Current status, Market trend, Competition, etc.)
• Market Opportunity
• Business Objective & Strategy
Owner: Project Manager (Brand Team)
Info. Source:

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. 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. 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. 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. Push Support - Trade Incentive
Owner: TM
Trade Presenter

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.)
Mechanics
Time Period Coverage
Regional/Area/City
Coverage
Example
Store Coverage
Consumer reached
Push In/Push Out Target
Off-take Target
Budget
Cost Ratio
Display Design

10. Launch Support Program (Details in line
with previous slide one by one)
Owner: Project Manager (Brand Team)
Key Visual
Display Design