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Successful ProductLaunch:
Planning For Success
Group 10: Asad Raza NaqviManizeh Dossa
Bilal Shahid
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Agenda
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Market Analysis
Consumer Preference Analysis
Product Revaluation
Product Testing (Beta version)
Marketing
Cons Of Unsuccessful Launch
Conclusion
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Introduction
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Why do we need to launch newproducts?
The launch is a high risk, high rewardactivity
J ust passion wont do the job
Focus, foresee the future
You have one chance to get it right (noconcept of re-launch)
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Figure Out The Target Market
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Nothing can be everything toeveryone
Talk to the people who havedeveloped the product or
service - what is their take onit?
Our clients trust us, and pay, todeliver success
Product for everyone is productfor none !
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Survey Your Target Market
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Explorewith client what they actuallyexpect to achieve - begin to managetheir expectations
The Consumer Launch: needs cleartouching points with the public; valuesconsistent with the brand; look forassociation or endorsement to provideidentity or face
Fulfil the needs
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Recruit Motivated Evaluators
From Your Target Market
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Appropriate quantity of target customers with the rightcharacteristics
Goal of customer feedback program?
Define matrix of target requirements
Number of target customers?
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Incentives
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Success of incentives: type offeedback being elicited, typeof product or service beingevaluated, and the incentive
being offered
Best incentive plan?
Feedback to customers equalsfeedback from customers
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Systems and Best Practices for
Managing Customer Feedback
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Acquisition, analysis, and distribution
Most companies lack infrastructure;overall participation rates continue to
be less than 15%
Advanced feedback managementsystems help achieve participationrates in 70-100% range
Innovative feedback management
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Re-evaluate Your Product Based
On Survey Results
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Save time and money
Make any requiredchanges
Test your product on the
target market; considersuggestions
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Keep On Marketing
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Where Product Launches Go
Wrong?
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There are no goals for the product launch
The launch plan contains unrealistic timeframes and
expectations
Sales enablement training is based on productfeatures
No single person is responsible for driving productlaunch results
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The launch plan is basedon hunches, not marketevidence
The launch plan mimicsyour competitor
The launch team isnt a
team
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Are You Ready To Launch?
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Is your team clear about theirlaunch roles and responsibilities?
Are launch goals established andcommunicated to your team?
Do you have a designated launchowner?
Is the approach to product launcha team effort?
Do you collaborate launchplanning among functional areas?
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Poor Product Launches
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Product launches as art instead of science
Remember - you only get an opportunity almost
once in a year!
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Q & A
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