|
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.
Here
you will find business books by Catherine Kitcho,
the Launch Doctor, with sample chapters for
your review and links for immediate ordering.
In addition to "The Launch Forum"
on this page, there are also many free articles
about launching and new product management that
you can read online - just click on the "Articles"
button. You can learn about Catherine Kitcho's
experience as a product launch and marketing
consultant, and also the services she offers
in the areas of product launch, market strategy,
and marketing communications. On the "Online
Seminars" page, there is information about
planned seminars and presentations on launch
and related topics.
You've come to the
right place. Click on your area of interest
below.
Sign Up to receive
free Launch Articles.
|
The column about Product Launch...
|
|
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'.
Read More...
|
|
|