Do you relate to any of these business issues?
Getting a new product to market is to be one of the most difficult task presented to a marketer.
- Get the promotion wrong and it fails.
- Get the message wrong and your customers either do not understand it or fail to see the value.
- Get the channel to market wrong and you can create too much demand only failing to supply which upsets customers no end.
New products take years to create so they need to launch to work first time to recoupe lost revenues or investments.
Launch pressure
If that isn't enough pressure for a marketer, what about tactical product or service launches? These haven't take the huge investment in the past and are rapid reactions to market needs. You still have to make this a success only you haven't the time to plan or consider options.
Creating a new product launch framework
You need a framework that consistently delivers, yet applies total flexibility to meet both needs. Anderson Baillie have been introducing these approaches to many of our clients over recent years as new product incentives are pursued by companies trying to meet competitive pressures and a glut of customer demand for change.
Many companies have established sound development approaches using research to drive their efforts only to find that the launch approach is ineffective or too prescriptive.
Ensuring launch success
The
new product launch initiative, a framework of strategic planning,
communication and messaging as well tactics ensures launch success.
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Anderson Baillie were contracted by BT (British Telecom) for 12 months, to manage the marketing functions for a new company from strategic planning, brand development and product marketing through to all aspects of marcomms delivery. |
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Anderson Baillie Business growth deliver a new product strategy |
