Assi

gnment

Companymayt
hinkaf
terCommer
cial
izat
ion

Theproductlaunchistr
ulyt
hebegi nningoftheimplement
ati
onofasustainedmarket
ing
pl
an—apl anthatwil
lbeanalyzed,evaluated,
andadjust
edthr
oughouttheproductl
i
fecycle.
Thatsai
d, t
herecert
ainmarketingtechniquesthatf
igur
emoreprominentl
yduri
ngthelaunch
phase.

Pr
essSt
rat
egi
es

Oftencompaniesissuepressr el
easesaboutnewpr oductsinordertoincreasev i
sibi
l
itythrough
earnedmedia.Thepressrel easecanbesentt otargetedpressoutl
ets,postedont hecompany
Websi t
e,sentasaninformat ionmessaget ocustomer s,
anddistri
butedtoi ndust
ryinfluencers.
Thegoal oft
hepressstrategyi stobuil
dbroadv i
sibi
li
tyfortheproduct,backedupbyt he
credi
bil
i
tyofthemedi aoutlet.

Pr
iceDi
scount
s

Compani
eswil
lsometi
meofferapri
cedi
scountduri
ngaproductl
aunch.Whenwecoverpr
ici
ng
i
nmoredetai
li
nthenextmodule,
wewill
discusswhent
hiscanbeanef f
ect
ivest
rat
egy.

ChannelPar
tnerI
ncent
ives

I
fthecompanydependsonapar tnertosel
lordi
stri
butethepri
cing,
itmightchooset oof
fer
pri
cingdiscountsandincent
ivestothedist
ri
buti
onpartner.Anewproductcar r
iessomerisk,
andani ncenti
veatlaunchcanencouragechannelpart
nersthatmightbereluctantt
oaddt he
newpr oductortoselli
taggressi
vely
.

Ev
aluat
ion

Thoughwear eidenti
fying“eval
uati
on”her
east hefinalstageoft hedevelopmentpr ocess, i
t
shouldbecl earthatproducteval
uati
onisarecurr
ingact i
vit
yt hatbeginswiththeidea-screening
stage.Careful,
objecti
veev al
uati
onoftheproductatev er
yst ageleadstobet t
erinvestment
decisionsandbet t
erproducts.Thedif
fer
enceinthisfinalstageoft heprocessisthatthe
mar keterhasthebenef i
tofsigni
fi
cantmarketdatafortheev aluati
on,whichcanhel pimpr ove
themarket
ingplangoingfor
ward.I
tisonlyatthisstage—aft
ertheproductlaunch—whent
he
market
ercanseewhi chbuyerspur
chasethepr oduct,howcompeti
torsrespond,andhowthe
newproductint
eract
swi t
hthecompany’sotherproductsinthemarketpl
ace.

Tar
getPr
oductDesi
gn

Tar
get’
sdesi
gnpr oduct
sincl
udemanyoft hesuccessfact
orswe’
vediscussedinthi
smodule.
Asyouwatchthefoll
owingvi
deo,seeifyoucanident
if
ywhichaspect
sofTar get
’sappr
oach
anddesi
gnprocessarekeytothei
rsuccess.Whatrol
edoesthecorporat
ecultur
eplay?