Managing the marketing launch
10 important questions on Managing the marketing launch
Key challenge technical launch:
Important performance indicators of the TLP
- time to market vs. time to volume
- project cycle time
- Product and process quality (e.g. design debugs)
- Work in progress
Business impact of cycle time during the launch phase:
- Customer order lead time
- delivery performance
- ramp up
- Manufacturing equipment
- euro in WIP
- FTE
- Higher grades + faster learning
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Two types of launch decisions:
- What to launch
- where to launch
- why to launch
- when to launch
- Promotion activities
- sales & distribution
- pricing
- product
- timing
Strategic platform decisions:
- Demand stimulation
- Permanence
- Aggressiveness
- Competitive advantages
- Cannibalization
- Scope of market entry
Target market decision:
- End use
- geographic/demographic
- behavioral/psychographic
- benefit
- product diffusion
- micromarketing
- mass customization
How can we achieve the A-T-A-R goals?
- Promotion & pricing actions to create awareness
- Sales and distribution to clarify the advantage
Which barriers to 'trial' have the most impact?
- Relative advantage (over competitive products)
- Compatibility (with buyer's experiences)
How to remedy the launch management:
- Spot potential problems
- Select those to control --> consider expected impact/damage
- Develop contingency plans for problem management
- Design tracking systems
devise measuring system
select trigger points
How to spot the potential problems?
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