This document outlines a three step market launch plan: 1) Pre-Launch involves building awareness through surveys, pamphlets, games and generating interest and an opt-in list. It also includes validating readiness through product samples. 2) Launch focuses on choosing an appropriate venue and date for the product launch event and developing a promotional plan. 3) Post-Launch focuses on measuring success through case studies, reviews, testimonials and growth reports, as well as retaining customers through an exclusive club and holiday gifts.

1. Market Launch
Plan
By:
Atul Raj

2. Launch Plan
Step 1
• Pre- Launch (Readiness/Signups)
Step 2
• Launch (Drive Action)
Step 3
• Post- Launch (Early Demand)

3. Step 1: Pre- Launch:
 First Hint
 Awareness
 Anticipation Buzz
 Opt-in List-building
 Readiness validation
 Blog/social media
 Videos

4. First Hint:
 During Surveys of Consumers & Retailers.

5. Awareness:
 Pamphlet Distribution & Moving Vans

6. Contd…
 Mohalla shows.
 Games
 Ask for brand slogan.
 Ask for packaging design. Etc.

7. Anticipation Buzz:
 Through newspaper, radio channels & billboards.

8. Radio Jingles & countdown
advertisements Newspaper

9. Opt-in List Building:
 List of areas having most willing consumers.
 Enlisting retailers of those areas.
 Planning of consequent marketing events in
those areas.

10. Readiness Validation:
 Provide sample on discounted price at
doorstep.

11.  Attach a card with it that contains customer signature
and satisfaction scale (e.g. 1 to 5).

12. Blog/Social Media:
 Blog writing by dairy technologist, doctors and scholars.
 Facebook, twitter, instagram etc.

13. Videos:
 Short film on establishment of Maval Dairy from first day
to till date.
 Stories of Women owners.
 Time lapse videos:
 A day in Maval Dairy.
 12 hours journey
 Interview video:
 Consumers
 Experts
 Event

14. Guerilla Marketing
 When people are not sure whether its marketing or not.

15. Weighing machine at society gateway.

16. Step 2: Launch:
Some points for successful launch event.
 Get Clear on our Event’s Vision.
 What is our event’s goal
 Sales
 Media coverage
 Consumer awareness
 Set a Budget and Figure Out Funding.
 Pick a Venue.
 It suit our audience
 It add value to our event
 It should be within our budget
 It provide us with enough space to accommodate our anticipated number of guests.
 It should be simple for people to find.
 Choose a Date and Time

17. Contd…
 Develop an Event Narrative
 to introduce our brand/product?
 to tell current users that there’s something new to look out
for?
 Why should they believe us? Give them some factual
support.
 Make a Promotion Plan
 We can use our social media accounts to communicate
announcements or any changes to our event.
 Invitation Card to retailers and customers of targeted area to
join us.

18. Step 3: Post- Launch:
 Case studies/proof:
 Increment in monthly income of dairy farmers
 satisfaction survey of consumers/retailers
 Success Interviews/proof:
 Changes in life of women after becoming dairy member.
 Reviews & Blogs post:
 Reviews from stakeholders
 Success stories:
 Monthly growth report
 Testimonials:
 Recommendations from dieticians, dairy technologist etc.

19. Contd…
 Create an exclusive club for loyal customers.
 Celebrate Holidays with cards & gifts to them.
 Inform them about certain schemes before going to
public. It will encourage them for surveys and loyal with
us.
 Involve people in advertising campaign.
Gifts & cards Colgate mother’s campaign

20. Thank you!!!