the three phases of a product launch: brand roi series

The three phases of a product launch

Launching a new product…

3 possible outcomes:

…Success & the “AHA’s”

Meet or exceed expectations

…Okay and WDWDN?

Didn’t quite meet expectations, but also not a complete failure

…Disaster & the AwS$$ts

Way below expectations

WDWDN: what do we do now?

We see 3 phases to a product launch

1. Brain Phase (pre-launch)

2. The Work Like Crazy Phase

3. Love it or Leave it Phase

(Immediate post launch)

12 months on the shelves and thereafter

The Brain Phase Pre-launch planning and

development phase

Gather consumer insights and knowledge

Simulate a baseline plan

Optimize the media mix

Test and prepare for potential scenarios

The Brain Phase (Continued)

Complete a risk portfolio

Balance risk with expected returns

Planning to win the first 6 to 12 months

The Work Like Crazy Phase

The first 6 to 12 months of life on the shelves

“Planning is everything. Plans are nothing.” – Eisenhower

Eisenhower knew that as soon as any battle begins the nothing goes according to plan. But planning for the contingencies allows fast and accurate decision-making to stay on the offensive and still be able to achieve the desired goals

Make fast adjustments based on

Competitive response

Retail uptake

External influences

The Work Like Crazy (continued) Prior estimates are now facts - or not

Adjustments need to be made (Media, sales, promotions, etc….)

Monitor, review & Repeat

Love It or Leave It Phase The go/no-go to success

It’s wildly successful How can we help keep the party

going!?!

Its marginally successful How can we diagnose what’s wrong

and help fix it?

It didn’t make it Diagnose what went wrong, figure

out how to fix it, or support the no go decision making

Love It or Leave It (continued)

Not successful? – How & Why?

No-go – What? Why? What’s Next?

More launches fail than are successful – How to avoid for the future?

Avoid the Aws$$ts; Deliver the Aha’s with Consumer centric modeling approach These three phases represent the critical requirements

companies need to consider when bringing new innovation to market

We’ve worked throughout all phases and have helped companies make significantly better decisions to: Plan the ‘Brain Phase’ better

Enhance the ‘Work Like Crazy Phase’ to increase sales

Deliver some Love for the ‘Love it or Leave it phase’

MarketSim is the Agent Based Modeler major brands can use to obtain the success they need

Building plans for success with Consumer Centricity

The only way to win is to understand the consumer Modeling consumer purchase behavior

Projecting the future based on a deep understanding past consumer behavior

Understanding consumer purchase behavior revolutionizes marketing planning for the most critical and most difficult strategic and tactical marketing decisions

ProRelevant.com

Guy R. Powell

Thank you

We have an upcoming webinar series on this topic. If you’d like to learn more about how we can help you deliver successful product launches simply hit

Get in Touch below:

Or sign-up for our blog: @ http://www.prorelevant.com/the-marketing-calculator-blog/