Marketing strategy : how to manage a product launch ?

MARKETING STRATEGY

How to prepare and manage

a product launch ?

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Summary

1/Build a marketing plan

2/Communicate

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1/ Build a marketing plan

a) Define your business goals

- Increasing awareness of your products and services ?

- Selling more products from a certain supplier ?

- Reaching a new customer segment?

- Introducing new product on the market

The SMART method:

Specific

Measurable

Achievable

Relevant

Time-bound

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1/ Build a marketing plan

b) Profile your customers

- BtoB or BtoC ?

- Identify their needs

- Review trends

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1/ Build a marketing plan

c) Product positioning and competition

Focus on both internal and external background

SWOT :

Internal originAttributes of

the organization

External originAttributes of

the environment

SStrengths WO T

Weaknesses

Opportunities Threats

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1/ Build a marketing plan

d) Marketing mix

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1/ Build a marketing plan

e) Evaluate to good timing

oProduction

oDelivery

oMarketing tools

o Training

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1/ Build a marketing plan

f) Product follow-up

oAre your marketing goals achieved ?

oAnalysis the sales

o Focus on your internal range (cannibalization, seasonality, …)

o…. And on external background (market share)

Agenda

1/Build a marketing plan

2/Communicate

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2/ Communication

a) Media kit

o Internet (web, newsletter, emailing, social network…)

oPublicity (press,… )

o Exhibition

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2/ Communication

b) Sales tools

oCatalogues

oManuals

oVideo

oPackaging

o Leaflet

oDisplays

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2/ Communication

c) Training

o Sales force

oCustomers

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Product manager

fr.linkedin.com/in/paulinesayet

Pauline Sayet

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