Which factors shouldEnergySodaconsider and act on before

launchingElectro-Lightinto the US beverage market?

By PREETAM G

HARSH A

 The launch strategy of any new product is

critical. ENERGY SODA has two targets for its
product - trade customers who stock the
product and consumers who buy it. In recent
years, product launching has become an art
which can make or break a product. A
successful launch makes potential customers
aware of the new product and keen to try it.

 Before consumers could try the product,

however, it was important for ELECTROLIGHT to gain the support of its trade
customers. Retailers had to view it as helpful
in encouraging customers to visit their
shops. If the product had failed to interest
retailers and distributors, the costs of
investment would not have been met and
they would not have stocked the product

 ELECTRO-LIGHT conducted one-to-one

briefings with over 70 key trade customers.
This helped ELECTRO-LIGHT build awareness
and commitment to the launch and obtain
significant orders for in-store displays and
merchandising ahead of the launch date. The
trade commitment was reflected in high
levels of display support in store during the
launch

 There were certain key requirements to the

co-ordination of the launch:
Secrecy had to be paramount!
Marketers who had identified the gap in the
market had to work closely with individuals
from research and development as well as
other external agencies.
Manufacturing operations, in conjunction
with marketing and finance, had to evaluate
a new factory investment for Board approval

 Having a catchy 'look' for a new launch

helps to make consumers notice the
product.
Press releases were tailored to specific
audiences.
The TV campaign and PR campaign should
have an impact on audience for successful
launch of product.

ELECTROLIGHT

EnergySod
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ELECTROLIGHT

EnergySod
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ELECTROLIGHT

EnergySod
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THANK YOU