Product Launch

Product Launch

Product Launch Jonathan Poland

Product launch refers to the introduction of a new or updated product to a specific market. This is an important part of the product development process, as it is the point at which the product is presented to and evaluated by customers. Planning for product launch usually starts during the early stages of product development and continues throughout the process. It is a significant moment for a company, as the success of a product launch can have a significant impact on the product’s success in the market. The following are common elements of a product launch.

Sales Planning
Determining sales objectives, goals, strategy and a plan. This includes things such as a sales forecast, sales budget and sales incentive plan.

Operations Planning
Operations planning such in areas such as information technology, manufacturing, quality control and supply chain. The operations plan relies on sales forecasts.

Promotion
A plan for communicating the product to generate demand using techniques such as advertising, events and engaging influencers such as lead users.

Leads
Generating and qualifying leads.

Distribution
The process of planning and deploying sales channels. For example, an international product launch may leverage dozens of distribution partners in retail channels.

Inventory Management
Planning inventory for each distribution channel.

Product Knowledge
Product training for sales teams and other customer-facing employees.

Customer Service
Deploying customer service functions for the product.

Customer Experience
Launching elements of customer experience such as point of purchase displays and store windows.

Pricing
Developing pricing objectives, strategies and structures. New products are often launching with a price designed for skimming or market penetration.

Risk Management
Identifying and managing product risks.

Controls & Monitoring
Developing controls and monitoring to manage the launch.

Learn More
Bargaining Power Jonathan Poland

Bargaining Power

Bargaining power is a concept in negotiation theory that refers to the relative ability of parties to influence each other…

Cash Flow Statement Jonathan Poland

Cash Flow Statement

The cash flow statement is a financial statement that shows the inflows and outflows of cash for a company over…

Selling Points Jonathan Poland

Selling Points

Selling points are the key features or benefits of a product that make it attractive to potential customers. These selling…

Captive Market Jonathan Poland

Captive Market

A captive market is a market where a group of customers is forced to buy from a limited number of…

Scarcity Marketing Jonathan Poland

Scarcity Marketing

Scarcity marketing is a strategy that involves creating a perception of limited availability for a product or service. This strategy…

Project Communication Jonathan Poland

Project Communication

Project communication is the exchange of information and messages that occurs during the planning, execution, and evaluation phases of a…

Product Requirements Jonathan Poland

Product Requirements

Product requirements refer to the documented expectations and specifications that outline the desired characteristics and features of a product or…

Infrastructure Risk Jonathan Poland

Infrastructure Risk

Infrastructure risk refers to the potential negative consequences that a business may face as a result of failures in core…

What are Tactics? Jonathan Poland

What are Tactics?

Tactics are short-term, immediate strategies that are designed to respond to fast-changing realities and situations. They are focused on taking…

Content Database

Market Position Jonathan Poland

Market Position

The market position of a brand, product, or service refers to its place in a crowded market. It is the…

Unstructured Data Jonathan Poland

Unstructured Data

Unstructured data refers to information that is not organized in a specific, predefined way that is easily understood by computers.…

Customer Need Examples Jonathan Poland

Customer Need Examples

Customer needs refer to the specific desires or requirements that a customer has for a product or service. These needs…

Human Capital Jonathan Poland

Human Capital

Human capital refers to the future productive potential of people, which is often difficult to estimate directly. Instead, it is…

Westlake Chemical Partners Jonathan Poland

Westlake Chemical Partners

Westlake Chemical Partners LP (WLKP) is a master limited partnership (MLP) formed by Westlake Chemical Corporation, a leading global manufacturer…

Vale S.A. Jonathan Poland

Vale S.A.

Vale S.A. (VALE) is a Brazilian multinational corporation that is among the world’s largest producers of iron ore and nickel.…

Risk Management 101 Jonathan Poland

Risk Management 101

Risk management is the process of identifying, assessing, and mitigating potential risks to an organization’s assets, operations, and reputation. It…

Over-positioning Jonathan Poland

Over-positioning

Over-positioning refers to the practice of positioning a brand in a way that is too narrow or limited, potentially limiting…

How does a plane fly? Jonathan Poland

How does a plane fly?

A plane flies due to a combination of four fundamental forces: lift, weight (gravity), thrust, and drag. These forces work…