lecture 14 npd sir awais

8/13/2019 Lecture 14 npd sir awais

1/25

Launch Management


2/25

Launch Management

If troubles areanticipated properly,and if contingencyplans are thought outat least informally,then there is indeed

time and opportunityto correct marketingtroubles early.


3/25

Steps involved in Launch Management System

Spot Potential Problems

Select those to Control

Develop Contingency Plan for theControl Problems

Design a Tracking System


4/25

Spot Potential Problems

Situation Analysis SWOT PEST Analysis


5/25

Role play what competitors will do?


6/25

Look back over all the data in the newproduct's "file."


7/25

Hierarchy of Effect

Awareness

Knowledge

Liking

Preference

Conviction

Purchase


8/25

A-T-A-R Hierarchy: Where Does theProblem Lie?

Aware

Unaware

Tried

NotTried

Reused

Not R.

Aware

Unaware

Tried

Not Tried

Reused

Not . R


9/25

Being too successful can also be a problem!How?


10/25

Select the Control Events

Of all potential problems, Which have enough impact to warrant investigation? Which of these ought to be given special consideration?*

Which of these should be given contingency planning? And which of these need to be tracked?

*Basis: Consider potential damage and likelihoodof occurrence.


11/25

Select the Control EventsPotentialDamage

Noticeable Harmful DevastatingLikelihood ofoccurrence

Low

Moderate

High Dont wait take

action now!


12/25

Develop Contingency Plans

"Is there anything we can do?" E.g.: competitive price cut or product imitation.

Base contingency plan on type of problem: 1. A company failure (e.g., inadequate

distribution) 2. A consumer failure (e.g., low awareness or

trial)


13/25


14/25

Launch Management Concept ShowingRemedial Action

% aware whohave tried

As of now Goal

Launch Now 6 months

Time

Plan Actual

With action

Without action


15/25

A Sample Launch Management Plan

Potential Problem Salespeople fail to contact general-purpose market atprescribed rate.

TrackingTrack weekly sales call reports (plan is for at least 10 general-purpose calls per week per rep).

Contingency Plan A remedial program of one-day district sales meetings will beheld.


16/25

Another Problem Illustrated

Potential Problem Potential customers are not making trial purchases of theproduct.

Tracking Begin a series of 10 follow-up calls a week to prospects.There must be 25% agreement on product's main feature andtrial orders from 30% of those prospects that agree on thefeature.

Contingency Plan Special follow-up phone sales calls to all prospects by reps,offering a 50% discount on all first-time purchases.


17/25

Case Study: SpinVox

The company was founded in 2003by Christina Domecq and Daniel Doulton .

The vision of SpinVox was to develop andmarket a new message technology: Voice-To-Screen.
http://en.wikipedia.org/w/index.php?title=Christina_Domecq&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Daniel_Doulton&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Daniel_Doulton&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Daniel_Doulton&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Christina_Domecq&action=edit&redlink=1


18/25

The Voice message is converted into text, thenrouted to ones email inbox or to a cell phoneas a text message.


19/25

SpinVox launched the product in UK in 2005and in 2006, it was starting to do business inSpain and France.

They have 120,000 customers at the moment.

A customer typically pays US$10 per monthfor this service.


20/25

A few cynics note that background noise orthick accents cause problems:

Imagine if:

I cant meet you at noon is transcribed as I can meet you at noon


21/25

SpinVox sees the Pakistan market as being thenext logical expansions target.

It is there company policy to have launchmanagement plan.

You have been called in to assist!


22/25

List Potential Problems


23/25

Select the Control EventsPotentialDamage

Noticeable Harmful DevastatingLikelihood ofoccurrence

Low

Moderate

High Dont wait take

action now!


24/25

Contingency Plan


25/25

Tracking System

lecture 14 npd sir awais

Documents