product launch
PRASETIYA MULYA
is an introduction of New Product into its market it is the early stage of “introduction phase” in PLC
Sales
Volume
I n t r o d u c t i o n E a r l y
G
r o w t h
R a p i d
G
r o w t h
S l o w G r o w t h E a r l y
M
a t u r i t y
Maturity
E a r l y
Decline
D e c l i n e
Time
The day the new product launched into its market is usually called “D-day” !
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-01
PRASETIYA MULYA
Prelaunch is a stage the firm building its capability to compete
Training Sales & other Promotional People
Building Service Capability
Preparing Communication Campaign
Arranging Distribution & Inventory for Resellers
Preannouncement
To hype interest to the new product
To keep current customers from switching to comppetitors’
To encourage prospective buyers to wait for the new product
To block competitive entry
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-02
PRASETIYA MULYA
Preannouncement can also be done through “Signaling”
Price
Advertising
Trade Shows
Comment by salespeople
A speech by CEO
Tips from vendors (suppliers)
Filling inventory to Resellers etc. NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-03
PRASETIYA MULYA
Is Preannouncement Necessary ?
Necessary :
Firms with Smaller Shares are likely to Preannounce
Where Switching Costs are High
Not Necessary :
For Large Firms if they fear Govt. criticism of monopoly
In industry with High Competition
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-04
PRASETIYA MULYA
Announcement of the Launch
Improvements will be done along the process
New Budget will be approved & released
Temporary Marketing arrangements will be made permanent 3 Common Launch Strategies
The Innovative New Product
The Offensive Improvement
The Deffensive Addition
see pp. 433
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-05
PRASETIYA MULYA
Launch
is an introduction of New Product into its market it is the early stage of “introduction phase” in PLC
Sales
Volume
I n t r o d u c t i o n E a r l y
G
r o w t h
R a p i d
G
r o w t h
S l o w G r o w t h E a r l y
M
a t u r i t y
Maturity
E a r l y
Decline
D e c l i n e
Time
The day the new product launched into its market is usually called “D-day” !
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-01
PRASETIYA MULYA
Prelaunch is a stage the firm building its capability to compete
Training Sales & other Promotional People
Building Service Capability
Preparing Communication Campaign
Arranging Distribution & Inventory for Resellers
Preannouncement
To hype interest to the new product
To keep current customers from switching to comppetitors’
To encourage prospective buyers to wait for the new product
To block competitive entry
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-02
PRASETIYA MULYA
Preannouncement can also be done through “Signaling”
Price
Advertising
Trade Shows
Comment by salespeople
A speech by CEO
Tips from vendors (suppliers)
Filling inventory to Resellers etc. NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-03
PRASETIYA MULYA
Is Preannouncement Necessary ?
Necessary :
Firms with Smaller Shares are likely to Preannounce
Where Switching Costs are High
Not Necessary :
For Large Firms if they fear Govt. criticism of monopoly
In industry with High Competition
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-04
PRASETIYA MULYA
Announcement of the Launch
Improvements will be done along the process
New Budget will be approved & released
Temporary Marketing arrangements will be made permanent 3 Common Launch Strategies
The Innovative New Product
The Offensive Improvement
The Deffensive Addition
see pp. 433
NPD/ M.Crawford-A.Di Benedetto/Ch.17&19/RP-05
PRASETIYA MULYA
Launch