Marketing strategy : how to manage a product launch ?
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Transcript of Marketing strategy : how to manage a product launch ?
MARKETING STRATEGY
How to prepare and manage
a product launch ?
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Summary
1/Build a marketing plan
2/Communicate
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1/ Build a marketing plan
a) Define your business goals
- Increasing awareness of your products and services ?
- Selling more products from a certain supplier ?
- Reaching a new customer segment?
- Introducing new product on the market
The SMART method:
Specific
Measurable
Achievable
Relevant
Time-bound
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1/ Build a marketing plan
b) Profile your customers
- BtoB or BtoC ?
- Identify their needs
- Review trends
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1/ Build a marketing plan
c) Product positioning and competition
Focus on both internal and external background
SWOT :
Internal originAttributes of
the organization
External originAttributes of
the environment
SStrengths WO T
Weaknesses
Opportunities Threats
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1/ Build a marketing plan
d) Marketing mix
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1/ Build a marketing plan
e) Evaluate to good timing
oProduction
oDelivery
oMarketing tools
o Training
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1/ Build a marketing plan
f) Product follow-up
oAre your marketing goals achieved ?
oAnalysis the sales
o Focus on your internal range (cannibalization, seasonality, …)
o…. And on external background (market share)
Agenda
1/Build a marketing plan
2/Communicate
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2/ Communication
a) Media kit
o Internet (web, newsletter, emailing, social network…)
oPublicity (press,… )
o Exhibition
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2/ Communication
b) Sales tools
oCatalogues
oManuals
oVideo
oPackaging
o Leaflet
oDisplays
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2/ Communication
c) Training
o Sales force
oCustomers
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Pauline Sayet
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