A product launch is a unique opportunity to establish the success of a product. Introducing new products to customers, channels, partners and internal stakeholders is a vital activity for all organisations. Unfortunately product launch planning is often left to the last minute and then executed poorly. This increases costs, wastes constrained organisational resources, squanders valuable business opportunities, delays the take up of new products and ultimately causes good products to fail. This workshop has been designed to help you deliver successful launches. It uses a combination of research and practical experience of what can go wrong and what it takes to get things right

Where product launches go wrong
• Common pitfalls in product launches
• Best practice in launching new products

Developing a product launch strategy
• Understanding and defining the strategic goals for a new product
• Types of new product and their impact on demand generation and launch activities
• Product life cycle, succession and portfolio issues
• Identifying target markets and market segments
• Forecasting demand for new products
• Defining the business model – how do you make money?
• Identifying value delivered by new products
• Positioning a new product
• Developing value propositions

Creating and implementing the launch plan
• Key stages and activities in product launches
• Building the launch team
• Gaining external and internal support for the products

How to build the sales pipeline
• Developing the communications activities
• Internal and external launches
• Integrating feedback from customers
• Managing product trials
• Marketing communications techniques and strategies
• Using social media to support product launches
• Working with sales

Reviewing product launch performance
• Developing and using launch KPIs
• Post launch reviews

Next steps – completing a post-course action plan

• Deliver successful product launches while avoiding or overcoming the most common pitfalls and problems
• Develop a new product strategy and a product launch plan that delivers the best possible product launch
• Set-up and use product launch teams to gain support for your product internally and implement your launch plan
• Design a better product launch process
• Identify the type of product you are launching, the position it has in your organization’s product portfolio and the implications of this for a successful new product launch
• Assess your product and its market so you can identify who to target at each stage of product launch to be successful
• Position the new product correctly through identifying the value the product delivers for customers and your organization
• Develop support for the new product inside and outside of your organization
• Choose appropriate communications tools for your new launch, including consideration of social media
• Build a product launch dashboard or scorecard and use it to manage pre and post launch

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

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