LAUNCH
The Development phase depicted the parallel marketing and technical activity. Similarly, these "Twin Streams" of activity carry on through the Launch Phase.
Launch phase begin by assessing the Strategic Givens(decisions made earlier in PIC) and the Strategic Goals (outlined in PIC) are revisited and updated.
Commercialization of product includes two sets of decisions:
b) Permanence
c) Aggressiveness
d) Competitive Advantage
e) Product Line Replacement
f) Competitive Relationship
g) Scope of Market Entry
h) Image
Launch phase begin by assessing the Strategic Givens(decisions made earlier in PIC) and the Strategic Goals (outlined in PIC) are revisited and updated.
Commercialization of product includes two sets of decisions:
- Strategic Launch Decisions
1) Strategic Platform Decisions(decisions that set the overall tones and directions) includes the following decisions about the product.
b) Permanence
c) Aggressiveness
d) Competitive Advantage
e) Product Line Replacement
f) Competitive Relationship
g) Scope of Market Entry
h) Image
2) Strategic Actions(decisions that define to whom we are going to sell and how.)
a) Target Market Decision
-- Alternative Ways to Segment a Market
End-use, Geographic an Demographic,
Behavioral and Psychographic, Benefit Segmentation
-- Micromarketing and Mass Customization
-- Diffusion of Innovation
b) Product Positioning
c) Creating Unique Value for the Chosen Target
-- Branding and Brand Management
-- Packaging
2) Launch Tactics
a) Target Market Decision
-- Alternative Ways to Segment a Market
End-use, Geographic an Demographic,
Behavioral and Psychographic, Benefit Segmentation
-- Micromarketing and Mass Customization
-- Diffusion of Innovation
b) Product Positioning
c) Creating Unique Value for the Chosen Target
-- Branding and Brand Management
-- Packaging
- Tactical Launch Decision
2) Launch Tactics
Market Testing
2) Controlled Sale
3) Full Sale
Launch Management System
Explaining all the process above about Product Launch, we will look into a case study to show how companies are using innovative ideas to introduce their product into the market and make it a huge success.
- Market Testing Decision
- Methods of Market Testing
2) Controlled Sale
3) Full Sale
Launch Management System
- Spot Potential Problems
- Select those to Control
- Develop Contingency Plans for the Control Problems
- Design the Tracking System
Explaining all the process above about Product Launch, we will look into a case study to show how companies are using innovative ideas to introduce their product into the market and make it a huge success.
Example
Marketing Challenge
L’Oreal was looking to generate awareness of a new product and increase recommendations as well as purchase consideration among consumers and their friends and family. The timing of the launch proved a challenge as it coincided with the holidays, a period where the market is typically saturated, making it even more critical for L’Oreal to drive consumer awareness through both traditional and non-traditional means.
Solution
Xbox® LIVE™ and L’Oreal partnered to create an exciting Branded Destination Experience (BDE) to showcase the new product to the gaming audience. The unique BDE experience encouraged the Xbox® LIVE™ audience to explore the product and brand by:
• Ordering free samples with the wave of their hand using Kinect.
• Downloading for free, cool leave behind content such as gamer pics and backgrounds.
• Visiting the brand gallery.
• Participating in an engaging quiz to help viewers find the right product for them.
The campaign ran during the holiday period from November 28 through December 31, 2011.
Notably, this was among the first Xbox® LIVE™ campaigns where the ads were Kinect enabled, allowing players to use their controllers and/or hand gestures to interact with the experience.
Results
The campaign was successful in reaching L’Oreal’s target audience, raising awareness of the new product and moving Xbox® LIVE™ members to action.
L’Oreal was looking to generate awareness of a new product and increase recommendations as well as purchase consideration among consumers and their friends and family. The timing of the launch proved a challenge as it coincided with the holidays, a period where the market is typically saturated, making it even more critical for L’Oreal to drive consumer awareness through both traditional and non-traditional means.
Solution
Xbox® LIVE™ and L’Oreal partnered to create an exciting Branded Destination Experience (BDE) to showcase the new product to the gaming audience. The unique BDE experience encouraged the Xbox® LIVE™ audience to explore the product and brand by:
• Ordering free samples with the wave of their hand using Kinect.
• Downloading for free, cool leave behind content such as gamer pics and backgrounds.
• Visiting the brand gallery.
• Participating in an engaging quiz to help viewers find the right product for them.
The campaign ran during the holiday period from November 28 through December 31, 2011.
Notably, this was among the first Xbox® LIVE™ campaigns where the ads were Kinect enabled, allowing players to use their controllers and/or hand gestures to interact with the experience.
Results
The campaign was successful in reaching L’Oreal’s target audience, raising awareness of the new product and moving Xbox® LIVE™ members to action.
- Raised Awareness, Post campaign results showed significant increases for all brand attributes.
- Maximized the value of Kinect, 86 percent interacted with the L’Oreal ads using their controller, an impressive 41 percent used hand gestures, and another 15 percent used voice commands.