product launches ppt @ bec doms mba bagalkot 2009
TRANSCRIPT
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11:30 – Introductions/Objectives
11:45 – Company and Product Launches: Presentation and Discussion
1:15 – Summary and Wrap-up
Agenda
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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 KotlerMarketing Management
Does your product launch plan reflect all of the money and time put into developing the product?
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Some Factoids
85% of new B2B products are failures 95% of new consumer products are
failures Failures = doesn’t meet company
objectives, withdrawn from market within 12-18 months
Source: New Product News
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Positioning Strategy Process
Positioning StrategyStatement
Technology and TotalProduct Roadmap
Partnerships
Total Product Assets
(Functional) Programs
Business Model
Market Entry Customer Segment Critical Need and
Total Product Requirements
Company Total Product Solution’s Potential
Differentiators
Competitors’ Total Product Solutions’ Potential
Differentiators
CompanyDifferentiator
Barriers to Adoption
Market Drivers
Customer/End-User Problem(s)
Definition
Mission Statement
Applications
TechnologyEnablers Customer Segments
Critical Needs
Company Product/Service Match
Market Entry Customer Segment Roadmap and Market Segment
Leadership Roadmap
Market Segment
Product/Market Category
Market VisionMarket/Customer
Segmentation Competitive Differentiation Strategy Evidence
POSITIONINGSTRATEGY
BRANDINGSTRATEGY
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Positioning Both Company and Product
Company Positioning Strategy
• Market• Technology
• Product• Company
Product #1• Technology• Functions/Benefits
Product #2• Technology• Functions/Benefits
Product #3• Technology• Functions/Benefits
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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 independent third-party validation, and strategy evidence, of positioning strategy
Start the ‘buzz’, market pull with a consistent message architecture
Support long leadtime sales cycles
Facilitate fundraising
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Launch Objectives (con’t)
Establish core technology/system as an extensible platform for future products and partnerships
Establish broad-based awareness and credibility with xxx customer segment
Generate market momentum/Accelerate the sales cycle for Product XXX; delay customer purchase commitments to competitors
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New Venture ‘Launch Phases’ Company funding announcements: PWC MoneyTree, Venture Wire, etc.
Company: Stealth mode Identify system lite: business cards, industry event attendance Content-free microwebsite: contact info, investors, team, etc. (note: may have password-
protected real site) Phone listing
Company ‘launch’: Seeding the market Company: team, market vision Technology platform Product category, general problem addressed
Product launch: Going ‘public’ Positioning strategy: problem solved, market and market entry customer segment,
competitive differentiation Product details: ‘architecture’, technology and product roadmap Key customers and partners (especially channels) Pricing and product availability information A ‘grown-up’ website
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‘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’
* Often executed as a ‘crescendo launch,’ a series of targeted announcements leading up to product launch
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‘Pre-Announcing’ Tips
Do 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
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Launch Dependencies: Strategy EvidenceProduct
Concept
PreliminaryPositioning
Strategy
BusinessModel
Beta Product & Reference Customers
PositioningStrategy
ValidationLaunch
Planning
Go/No Go
Go/No Go
Go/No Go
Go/No Go
LaunchDate
Ongoing MarketReinforcement
≈ 18 months
Be prepared to postpone for key pieces of strategy evidence!
Strategic Partnerships
(channel)
Post Sales Support
Plan
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Launch Plan Outline
Positioning Strategy Statement and Message Architecture
Objectives and Strategies
Competitors/Competitive Response
Market leverage/Influencer plan
Sales training and lead generation (closed loop)
Marketing programs materials
Schedule/Timeline
Momentum milestones
Appendix
- positioning toolkit
- customer segment profile
- buying decision process
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Positioning Toolkit• Sales, channel strategy• Product Release schedule
Programs• Ads, site sponsorships• CD, Flash demo• Customer seminars• Data sheets, application notes• Direct mail, e-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• Webcasts/Webinars with guest experts: customers, analysts, partners• Lead management system…salesforce.com, eloqua,
etc.
Materials• Brochures• Data sheets, application notes• Presentations• Price lists• Product catalogs• Product demonstrations• Product roadmap• Press releases• Technical articles• Technology, company backgrounders• Testimonials• White papers• Web site update
Launch Checklist: Some Strategy
Evidence Options
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Launch Program Manager
Launch Manager is ‘Command and Control’
Creative, Website,
Interactive Marketing
Product Development/Technical Marketing: Data Sheets & Demos
Press/Analyst Relations, Materials Production
Strategic Partners, Investor Relations
Shows, Conferences,
Events
CTO/Guru: White Papers,
Simulation Strategies
Sales: Customer
Advocates Content
Weekly Status and Project Management
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Launch Responsibilities
Launch Strategy
Marcom: Creative, Website, Interactive Marketing
Product Marketing: Data Sheets & Demos
Marcom: Press/Analyst Relations, Collateral
Biz Dev: Strategic PartnersMarcom: Tradeshows, Conferences, Events
CTO/Guru: White Papers, Simulation Strategies
Sales: Customer Advocates Content
Finance: Investor RelationsProduct Development:
Product Availability
Launch Manager and Champion
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Market Segment
SALES
TARGET
PARTNERS
INDUSTRY
ANALYSTS
ANALYSTS
TRADE
PRESS
MarketEntry
CustomerSegment
Company
BUSINESS
pRESS
EDITORS
ACCOUNTS
CHANNEL
FINANCIAL
EDITORS
Validation
Education
INVESTORS
Developing Strategy Evidence: Market Leverage Model
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Market Leverage/Influencer Plan
Category Names Relationship/Objective/Program Company Owner
Investors
Sales Channel
Beta Customers/
Targeted accounts
Industry Partners, Leaders, Gurus
Industry Organizations
Industry analysts
Financial analysts
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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)