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Flashcards in Strategic Launch Planning Deck (13)
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1
Q

“You cannot save a bad product with a splendid launch strategy but you can surely kill a great product with a poor launch strategy”

A

“You cannot save a bad product with a splendid launch strategy but you can surely kill a great product with a poor launch strategy”

2
Q

What % of cash is spent at the launch/commercialisation stage of the NPD?

A

Cooper & Kleinschmidt, 1988

- Over 50%

3
Q

What is a product launch?

A

Hultink et al 1997
- The decisions and activities necessary to present a product to its target market and begin to generate income from sales of the new product

4
Q

How many types of launches are there?

A

2

5
Q

What are the different types of launch?

A
  • Tactical

- Strategic

6
Q

Explain the components of a tactical launch decisions and give some examples of what these might be:

A
  • The advertising, promotion etc is done near to the time of market entry
  • This type of launch is more easily modified in late stages of NPD
  • Strongly influenced by early strategic decisions
  • Unlikely to compensate for a poorly developed product

e.g.
Hultlink et al 1999
- Promotion: Advertising, price, free samples
- Sales & distribution: events, distribution structure
- Pricing: Introductory, price skimming
- Product: branding
- Timing: fast or slow

7
Q

Explain the components of a strategic launch decisions and give some examples of what these might be:

A
  • Taken long before the time of market entry
  • Defined within PIC or protocol
  • Difficult of expensive to change later in process

e. g.
- Target market: Niche or mass
- Market entry: 1st or 2nd
- Relative innovativeness: incremental or radical
- Investment: R&D, advertising etc
- Positioning: attack or avoid competition
- Unique value proposition: core benefit, physical product

8
Q

What are some factors that are key to a successful launch?

A
  • Superior skills in market research, distribution, R&D
  • Cross-functional team working
  • High quality technical implementation
  • Information gathering activites
  • Launch timing taking into consideration: company, customers and competition
9
Q

What is an ATAR launch tactic?

A
  • Awareness: Level of involvement, advertisement, WOM
  • Trial: Free samples, tasting
  • Availability:
  • Repeat: Encourage further usage, long term discounts
10
Q

What are some pre-launch activities?

A
  • Training staff
  • Pre-announcments/market signalling
  • Pre-stocking
  • Market access: red tape
11
Q

What is important to conduct after the launch is done?

A

Post-launch review

12
Q

What % of firms conduct a solid post launch review?

A

Haines, 2013

- 21%

13
Q

Out of the best performing firms how many perform a post launch review?

A

Cooper et al, 2014

- Twice as many