Implementation of the strategic plan (Chapter 17)
tactical launch decisions: how management actually sets up to communicate all of these things to the end-user
launch cycle
beachhead
early growth
prelaunch
training of sales and other promotional people
building service capability
putting out preannouncement
arranging for stocking of the product
keep current customers from switching to a competitor
encourage prospective buyers to wait for the new product
hype interest in the upcoming product
block a competitive entry
steep rising expenditures curve during this period, up to the point where sales are increasing at an increasing rate
begins with the announcement (announcement kick off the beachhead phase)
heavy expenditure needed to overcome sales inertia (getting the ball rolling)
sales begin
launch tactics
copy strategy statement
personal selling
communication plan
tactical launch decisions and actions
pricing
product
sales and distribution
timing
promotion
publicity: new and controversial technologies with high perceived usage risk
sampling: product advantages best learned through usage
coupons: reinforcing awareness
beta test sites: stimulating "sampling" and as a reference for other potential buyers
advertising: awareness will stimulate trial
distribution structure: relative advantage strong (direct channels)
intensity of coverage: warranty/maintenance service needs to be offered easily
technical support: incompatibility in usage process
distribution incentives: availability needs to be stimulated
shows/demonstrations: clarifying relative product advantages or where uncertainty exists
introductory pricing: high relative advantage and compatibility (skimming policy); early adoption needs to be stimulated (penetration policy)
price administration: cases where economic risk needs to be reduced (i.e. through rebates or money-back guarantees)
breadth of assortment: introducing new product categories with high relative advantage
product deletion: high margin but strong relative advantage (fast deletion); high switching costs (slow deletion)
preannouncing: building hype for new products; useful if relative advantage is high
product positioning statement
communications mix and the pieces covered by this statement
market segment being targeted
major copy points to be communicated
give the salespeople all the training and materials they need to be effective
make sure the product is available in their territories when they start seeking orders
investigate in advance any possible reasons why salespeople might object to the new product
building our capability to compete