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Strategic launch planning (Chapter 16) - Coggle Diagram

- - - - high-season switch: arranging the new item at the top of a season (same as butt-on)
      - roll-in, roll-out: arranged by a sequence of market segments (another ver of butt on)
      - low-season switch: arranging the switch at a low point between seasons (same as butt-on)
      - downgrading: keeping the earlier product along side with the new
      - butt-on product replacement: existing one is simply dropped
      - splitting channels: putting the new item in a different channel or diverting the existing product into another channel
    - - differentiation
      - both
      - price leadership
    - - aggressive entry
      - cautious attitude at entry
    - - avoid competitor
      - aim at competitor
    - - in to stay
      - temporary: variety seeking behaviour
    - - part of a market
      - roll them out
        
        roll out moderately
        
        roll out rapidly
        
        roll out slowly
    - - replacement demand (product improvement)
      - selective demand (line extension)
      - primary demand (new-to-the-world product)
    - - create a new image
      - tweak an existing image
      - use the already-existing image
  - - - benefit segmentation
      - micromarketing
      - behavioural / psychographic
      - geographic / demographic
      - mass customisation
      - end-use
      - virtual product testing
- - - - complexity
      - divisibility
      - compatibility
      - communicability (observability)
      - relative advantage
    - - why should they buy it
        
        solves major problems current products do not
        
        better meet needs and preferences
        
        lower price than current items
      - how do we best make claim
        
        one or more benefits (how the user gains)
        
        surrogate (no features, functions, benefits)
        
        nonpareil
        
        parentage
        
        manufacture
        
        target
        
        rank
        
        endorsement
        
        experience
        
        competitor
        
        function (how it works)
        
        one or more features (what it is)
      - to whom we are marketing
        
        everybody - no narrowing down
        
        target market criteria
        
        users vs non-users
      - *buyers in the target market should buy our product rather than others being offered and used because__
    - - function
      - benefit
      - feature
- - - - brand extension
      - umbrella brand vs individual brand
      - brand name provides values to both the firm and its customers