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CHAPTER SEVENTEEN

CHAPTER SEVENTEEN. Strategic Launch Planning II March 15, 2007. Customer Acceptance Goals Use Satisfaction Sales Market Share Financial Performance Goals Time to break even Margins IRR, ROI. Product Level Performance Goals Cost Time to Market Performance Quality Other

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CHAPTER SEVENTEEN

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  1. CHAPTER SEVENTEEN Strategic Launch Planning II March 15, 2007

  2. Customer Acceptance Goals Use Satisfaction Sales Market Share Financial Performance Goals Time to break even Margins IRR, ROI Product Level Performance Goals Cost Time to Market Performance Quality Other Competitive Effect Image Change Morale Change Launch Goals

  3. Strategic Decisions • Permanence • Aggressiveness • Type of Demand Sought • Competitive Advantage • Product Line Replacement • Competitive Relationship • Scope of Market Entry • Image

  4. Permanence • Permanent, stand-alone. • Permanent, but as a bridge to other items -- e.g., platform strategy. • Temporary. Given firms’ tendency to develop streams of products, more and more new products are actually only temporary.

  5. Some Other Strategic Platform Decisions • Aggressiveness (aggressive versus cautious attitude at entry) • Type of demand sought (primary versus selective) • Competitive advantage sought (differentiation, price leadership, or both) • Competitive relationship (aim at a competitor, avoid a competitor) • Image (create a new image, tweak an existing image, use the already-existing image)

  6. Scope of Market Entry This is not test marketing. This is launch. All forces in place and working. • Roll out slowly -- checking product, trade and service capabilities, manufacturing fulfillment, promotion communication, etc. • Roll out moderately, but go to full market as soon as volume success seems assured. • Roll out rapidly -- full commitment to total market, restricted only by capacity.

  7. The Target Market Decision • Alternative ways to segment a market • end-use, geographic/demographic, behavioral/psychographic, benefit segmentation • Micromarketing and mass customization • Also consider the diffusion of innovation

  8. Factors Affecting Diffusion of Innovation • Relative Advantage • Compatibility • Complexity • Observability/Trialability • Risk

  9. Product Positioning • Who -- Why -- How • To whom are we marketing? • Why should they buy it? • How do we best make the claim?

  10. To Whom Are We Marketing? • Users vs. non-users (primary vs. selective demand) • Target market criteria (demographic, geographic, psychographic, benefit segmentation) • Everybody -- no narrowing down (mass customization, Post-It notes)

  11. Why Should They Buy It? • This too we have been testing -- basic concept statement used for testing and for guiding technical, and the key reason on the “How likely would you be to buy this if we marketed it?” • Formatted in three ways: • Solves major problem current products do not. • Better meet needs and preferences. • Lower price than current items.

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