.jpg){kind=small}
a
Process Template: Product Launch
Product Launch
Launch activities happen throughout the development cycle, as marketing prepares and executes the internal and external activities to ensure a high impact result. Leading edge companies develop a well articulated launch plan to ensure senior management buy in and commitment for the resources necessary for a sucessful product launch. Best practices include:
- Developing a launch plan that provides a roadmap for internal and external preparation and ensures alignment with the overall product development team.
- Setting the objectives, strategies and milestone activities necessary to achieve the impact desired from the product launch.
- Focusing on target customers and prospects to have the greatest impact at a lower cost.
- Integrating the launch strategies across the slaes and service channels, with partners, suppliers, distributors telemarketing, call center and web sites.
Post launch activities include monitoring early results and responding to market acceptnace. Leading edge companies hold product teams accountable for the post launch results and do not transfer responsibility to ongoing operations until the initial launch goals are achieved.
Post launch, product in the market follow a theoretial "S" curve. By examining historial and forecast revenue, margin and slaes volumes as well as relevant market information, a company's products and their markets can be placed on a curve showing relative stages: Introductory, Growth, Maturity or Decline.
Launch management includes understanding how the product, product line or platform is performing over the entire lifecycle. Typically as the product or product line enter maturity these questions should be addressed
- Does the product line need regeneration in the form of line extensions or incremental changes?
- Are there still opportunites for cost cutting, or for introducing the product to new markets?
- Is it time to retire the product or platform, and how can that decision be made in a way that profits the company, including maintaining relationships with customers and suppliers?
It is important to understnad the product lifecycle to optimize products in the market and to make good product decisions about the future. Companies that have a clear product management process are able to focus resources to maintain product, retire products when appropriate and gain essential information for strategic product palnning and optimizing the protfolio. Click here for template pricing details
Product Launch Practices – All of the following links are protected. Only PLM User Group subscribers may access these files. Click here for subscription information and User Group access.
Click a star to rate!
Rating: 0.00 / 5.00
-
0 ratings