1. PLANNING SUCCESSFUL PRODUCT LAUNCH
- RALSTON

2. The Importance of Launches
“A company….must choose a launch strategy that is consistent with its intended positioning. The launch strategy should be the first step in a grand plan for life-cycle marketing.”
- Philip Kotler

3. Launch Objectives
Unite company around shared objective: making the launch successful
Provide strategy evidence of the company’s intent, and right, to be a market segment leader in product/service category
Build a strong positioning strategy
Generate market momentum/Accelerate the sales cycle for Product; delay customer purchase commitments to competitors
Establish core technology/system as an extensible platform for future products and partnerships’
Establish broad-based awareness and credibility with desired customer segment

4. New Product ‘Launch Phases’
Examine Your Competition
Target Your Customer
What Will Stand You Apart From the Rest
Define Your Marketing Tactics
Do a Trial Test Run on Your Marketing Strategy
Roll it on Out
Know the Cycle of Your Product

5. ‘Pre-Announcing a Product’?
Why?
Complex problem/solution = market education
Big budget line item product = long budget cycle, complex buying process
Competitive pressures
Need market ‘buzz’ for funding round
Risks?
Too much competitive information, too early
Market environment can change substantively
Product development slips
‘Obsolete’ an existing product
Analysts/Media won’t cover ‘the real deal’

6. ‘Pre-Announcing’ Tips
Do’s
Describe key elements of technology
Explain benefits of technology/potential applications enabled
Articulate initial total product assumptions (services, standards, partnerships, etc.)
Don’t
Name product, provide specifications
Announce pricing
Provide precise launch date

7. Market/Customer Segmentation Competitive Differentiation
Positioning Strategy Process
Market/Customer Segmentation
Market Vision
Competitive Differentiation
Strategy Evidence
Market Drivers
Market Entry Customer Segment Critical Need and Total Product
Requirements
Positioning Strategy Statement
Market Segment
Technology Enablers
Company Total Product Solution’s Potential
Differentiators
Total Product
Assets
Customer Segments
Customer/ End-User Problem(s) Definition
Technology and Total
Product Roadmap
Competitors’ Total Product Solutions’ Potential Differentiators
Critical Needs
Applications
Partnerships
Company Product/ Service Match
Barriers to Adoption
Product/Market Category
Business Model
Market Entry Customer Segment Roadmap and Market Segment Leadership Roadmap
Mission Statement
Company
Differentiator
(Functional) Programs
POSITIONING
STRATEGY
BRANDING
STRATEGY

8. Company Positioning Strategy
Positioning Both Company and Product
Company Positioning Strategy
Market
Technology
Product
Company
Product #2
Product #1
Product #3
Technology
Functions/Benefits
Technology
Functions/Benefits
Technology
Functions/Benefits

9. Launch Dependencies: Strategy Evidence
Product Concept
Go/No Go
Preliminary Positioning Strategy
Business Model
Go/No Go
Positioning Strategy Validation
Be prepared to postpone for key pieces of strategy evidence!
Go/No Go
Launch Planning
Strategic
Partnerships
(channel)
Go/No Go
Post Sales
Support
Plan
Ongoing Market Reinforcement
Launch Date
 18 months

10. Launch Checklist: Some Strategy Evidence Options
Positioning Toolkit
Sales, channel strategy
Product Release schedule
Programs
Ads, site sponsorships
CD, Flash demo
Customer seminars
Data sheets, application notes
Direct mail, , list promotions
Newsletters
Sales, channel launch; training
Trial, swap-up program
Trade shows, conferences, events; suite briefings
Advance press and analyst tour
Speaker program
Regional field sales champions
User groups, customer councils
Guest experts: customers, analysts, partners
Materials
Brochures
Data sheets, application notes
Presentations
Price lists
Product catalogs
Product demonstrations
Product roadmap
Press releases
Technical articles
Technology, company backgrounders
Testimonials
Web site update

11. Launch Manager is ‘Command and Control’
Weekly Status and Project Management
Creative, Website, Interactive Marketing
Product Development/
Technical Marketing: Data Sheets & Demos
Sales: Customer Advocates Content
Launch Program Manager
Cost Control
Press/Analyst Relations, Materials Production
Shows, Conferences, Events
Strategic Partners, Investor Relations

12. Developing Strategy Evidence: Market Leverage Model
Education
Market Segment
B U S I N E S p R T R A D E P S
INVESTORS F I N A C L A C O U N T S P A R T N E S I N D U S T R Y A N L Y S T A N L Y S T E D I T O R S C H A N E L E D I T O R S T A R G E
SALES
Market Entry Customer
Segment
Company
Validation

13. Launch Pitfalls
Launch planning starts too late in product development process
Positioning strategy half-baked and untested, externally
Not enough (credible) strategy evidence: bug-free product, the right – at least one Tier 1 - customer testimonials and references (negotiated into contracts), application notes and documentation, channels, customer support
Proper market foundation has not been laid, no one has heard of the company or product
A non-programmatic approach (‘escapes’ vs. launches): lack of launch manager, market leverage and message models, launch objectives, plan, measurable goals
Lack of fully integrated plan (from product management to marketing communications to product development)

14. Thank You