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Product launch and new product management are vital
to every company's survival and growth. Learn how to implement more effective
launches and manage new products profitably with the help of Catherine Kitcho,
a launch consultant and business author.
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The column about Product Launch...
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Volume 8 Number 2:Launch Methodology
 What is the process you use when doing a launch for a client?
 I'm a firm believer in following a consistent process every time. The process I use helps the launch team think through the launch before the work is done and the money is spent, and it helps keep everyone on the team informed and on the same page during this chaotic time. Each launch has 3 major phases: analysis, planning, and implementation.
The analysis phase includes conducting market research or gathering the results of completed research to characterize the customer and market, along with a thorough competitive analysis. During this phase, I develop a detailed description of the product or service being launched (and hopefully the product or service was developed to meet the needs or solve the customer's problem!) Along with that, the customer value proposition is summarized, and the market size is estimated. The competitive analysis is done to help formulate market strategy and identify key differentiators. From the results of the competitive analysis and the customer characteristics, I then develop a set of positioning statements, from which a hierarchy of key messages is derived. The last step is then identifying the right marketing programs and venues for reaching the target customer and convincing them to buy the product or service. This analysis phase can take anywhere from just 2 weeks (if some of the analysis has already been done) to 6 weeks if everything has to be done 'from scratch'.
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