The Launch

Management System

A launch management system contains the following steps.

• What is product Launch Management?
 Five major areas in the gap analysis
matrix :
• Market Window Accuracy
• Executive support
• Business case should be validated
• Sales preparedness
• Cross- functional alignment
A launch management system contains the
following steps.
• 1. Spot potential problems
• 2. Select those to control
• 3. Develop contingency plans for the control problems
• 4. Design the tracking system
 Step 1: Spot potential Problems

• Is to identify all potential weak spots

or potential troubles.
 Four techniques are used to develop the list of
potential problems.

First: Situation analysis

-Situation analysis is basically the process of critically evaluating the internal and external conditions that affect an
organization, which is done prior to a new initiative or project.

Second: Role-play what competitors will do after the have heard of the new product.
When formulating strategy, leaders should ask members of their team to role play the competition
from time to time. 
Third: Look back over all the data accumulated in the new product’s
Fourth : hierarchy effect
The hierarchy-of-effects theory is a model of how advertising influences a consumer's decision to purchase or
not purchase a product or service.
 Lauch management plans also contain problem
item such as:
• Vendors fail to deliver the new parts in the volume promised.
• The new conveyor lines will be stretched to their limit. The stress limits
provided by suppliers may be in error , and or our manufacturing
workforce may misuse the technology.
• Samples of the new product are critical in this introduction , yet we have
not proven our ability to package the small units needed.
 Step 2: Select the control events
Figure 19.3 is a “Decision
Model for Building
Launch Contol Plan”
• Figure 19.4
shows expected
effects matrix.
Step 3: Develop Contingency Plans
• Once we’ve reduced the problem list to a size the firm can handle, we
have to ask ‘‘If ant of those events actually comes about, is there anything
we do?’’.
• For the other events, our planned reaction depends on the event, two
different types: a company failure and a negative buyer action(consumer
failure).
 Step 4: Design the Tracking System
• Tracking- concepts in new product launch shares many similarities with
tracking projectiles launched into space.
• The three essentials are involved;
• - planned trajectory
• - inflow of actual data
• - project the probable outcome
SELECTING THE ACTUAL TRACKING VARIABLES
• RELEVANT
• MEASURABLE
• PREDICTABLE
SELECTING TRIGGER POINTS
• DEGREE OF CONSUMER AWARENESS
NONTRACKABLE PROBLEMS
 EFFECTIVE INNOVATION METRICS

• Allow you to see if you’re doing enough of activities

and more specifically, enough of the right kinds of
activities to be able to actually achieve your results.
 SAMPLE LAUNCH
MANAGEMENT PLAN
• This Launch control plan is for small or
medium-sized industrial firm that is
marketing a unique electrical measuring
instrument.Large firms with big budgets
will have more sophisticated plans, but
in principle they will be exactly the same
problem , tracking variable, trigger point,
and remedial plan to go.
 LAUNCH
MANAGEMENT AND
KNOWLEDGE
CREATION
• During Product development , we
may discover activities or process
that we would like to duplicate in
other product projects or standardize
throughout the firm, or may identify
technologies that could be reused
elsewhere to minimize risks and cost
and shorten development time.
PRODUCT
FAILURE
• Despite everyone’s best efforts,
products do sometimes fail or
appear to be failing.
THE END

-Thank You-