New Product Launching

Dr.Sanjay Patro

3/3/2009 sanjay patro

y Each of the elements is discussed to
ensure a completed program at launch,
with the entire organisation prepared and
motivated to achieve success with the
new product.

3/3/2009 sanjay patro

y It addresses final development – related
issues, such as product certifications, the
field test program, the incorporation of
field feedback, and the training of
personnel.

3/3/2009 sanjay patro

y It also reviews the literature preparation,
the applications’ support, the sales order
entry system, and the final price setting.
With the new product development
program in its “ home stretch", these are
the finishing touches to ensure success.

3/3/2009 sanjay patro

 Preflight Checklist

y Similarities between Launch and Flight

This represents good practice in the
product development arena.

3/3/2009 sanjay patro

y The Checklist

y Risk Analysis for Missing Elements

y Accounting for Deficits

y The Danger of Incompleteness

3/3/2009 sanjay patro

Confirming Agency Certifications

3/3/2009 sanjay patro

y Agency Certifications are an integral part
of the Development Process.

y Modifications after Beta site test Program.

y Plug the Agencies into the organisation to

establish Relationships.

3/3/2009 sanjay patro

y Don’t launch without certifications in
Place.

y Certifications add legitimacy to the new

Product Development.

3/3/2009 sanjay patro

Pilot Run Manufacturing

3/3/2009 sanjay patro

 Beta Testing Program

y This is the Report Card on the Entire

Effort.

It is the report card on the entire product

development effort.

3/3/2009 sanjay patro

Check all Elements of the Planned Process

y Customer Selection

y Customer Contract

y Contractual issues

3/3/2009 sanjay patro

y Waiver of liability

y Structure and timing of feedback

y Number of test sites

y Conditions to be tested

3/3/2009 sanjay patro

y Demographics of selection

y Recall and exchange terms and conditions

y Documentation of feedback

3/3/2009 sanjay patro

y Disposition of feedback information

y Recommendations

y Plan to mitigate any discovered liability

3/3/2009 sanjay patro

 Setting up the infrastructure

y Management Support

Development of a new product involves

repeated checking and verification of
many elements of the program.

3/3/2009 sanjay patro

y Identifying Scenarios and Development of
Responses.

y Amassing the Requisite Warm ware.

y Setting up Automatic feedback and

reporting of critical information.

3/3/2009 sanjay patro

y Plugging the Customer into the
Organisation.

y The interface is a component of the

Product.

3/3/2009 sanjay patro

Training for Personnel

3/3/2009 sanjay patro

y Is the Organisation set up to handle the
New Business?

A. Are there enough people in place to

sell, manufacture ,support,apply,and
service the products?

3/3/2009 sanjay patro

B. Have the objectives for the product
line been made clear to the
organization.

C. Has the organization been oriented to

the new product in balanced fashion,
compared to the existing business?

D. Are the people in place motivated to

make the new product a success?

3/3/2009 sanjay patro

 Field Organization Set-Up

1. Sales Team provides the follow through

on launch.
2. Review the type of field organization in
place.
3. What are the Dynamics for selling and
Servicing.

3/3/2009 sanjay patro

Final Pricing

3/3/2009 sanjay patro

 The Launch

y The product launch is the culmination of

all the effort and work the new product
development team has invested.

3/3/2009 sanjay patro

 The Product Rollout

y The Rollout formally launches the

Product.

The Rollout should also be a time to

generate enthusiasm about the product.

3/3/2009 sanjay patro

Media Usage is Critical to launch Plans

A. Trade press

B. Newspaper

C. Direct mail campaigns

D. Seminars

3/3/2009 sanjay patro

E. Professional awards

F. Trade shows

G. Internet/Website

H. Magazine

I. Vocational white papers

3/3/2009 sanjay patro

 Establishing Momentum

y The company invests energy in the form

of funds and human energy to initially
launch the product through a campaign to
generate enthusiasm. The sales channel
must maintain the “fire."

3/3/2009 sanjay patro

y In addition, the better analogy for a large
launch effort might be a fire, which is lit
by a match. Energy is leveraged into a
larger and growing fire.

3/3/2009 sanjay patro

y Incentives

The incentive program ideally should

factor in the new product promotion so
as to drive a successful introduction.

3/3/2009 sanjay patro

 Initial Monitoring of Results
1. Models for New Product Rollout

There are several models for a new

product rollout. There can be regional
rollout in which the introduction is
within the nation’s boundaries; and
finally, there can be an international or
global rollout in which the product is
introduced across the entire global
marketplace.
3/3/2009 sanjay patro
 Monthly Monitoring
MATRIX ROLLOUT

REGIONAL NATIONAL INTERNATIONAL

ROLLOUT ROLLOUT ROLLOUT

COMPANY SALES
ORGANIZATION

SALES CHANNEL DEPTH

MARKETPLACE

CUSTOMER BASE

3/3/2009 sanjay patro

Monitoring for Results

3/3/2009 sanjay patro

 EVALUATION

PROMOTI
MARKET
LAUNCH ON RESULT
AND
INITIATIVE +/-
EFFORT/ CUSTOMER
FEED-
BACK
REQUIREMNENST
ENERGY BASE
S

3/3/2009 sanjay patro

 EVALUATION
EVALUATION

PROMOTI
PROMOTI
PROMOTI MARKET
MARKET
LAUNCH
LAUNCH ON
ON
ON
MARKET RESULT
RESULT
AND
AND
INITIATIVE
INITIATIVE +/-
+/- EFFORT/
EFFORT/
EFFORT/
AND
CUSTOMER
CUSTOMER
FEED-
FEED-
CUSTOMER
REQUIREMNENST
REQUIREMNENST ENERGY
ENERGY
ENERGY BASE
BASE
BASE
BACK
BACK
SS

3/3/2009 sanjay patro

y Making the strategy work

y Checking the Price/Value Matrix

y Is the story getting out?

y Energy is the only Weapon at Launch-

USE IT!

3/3/2009 sanjay patro

Thanks

3/3/2009 sanjay patro