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    Lecture 14 NPD Sir Awais

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    Usama Zafar
    The document discusses launch management for new products. It outlines steps to spot potential problems, select problems to control, develop contingency plans, and design a tracking system. This includes analyzing competitors, looking for issues in awareness, knowledge, liking, preference, and purchase. Contingency plans should address company or consumer failures, and tracking variables should be relevant, measurable, and predictable. Trigger points help determine if contingency plans need to be enacted. The goal is to monitor the launch and take corrective action if needed.

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    Lecture 14 NPD Sir Awais

    Uploaded by

    Usama Zafar
    49 views25 pages
    The document discusses launch management for new products. It outlines steps to spot potential problems, select problems to control, develop contingency plans, and design a tracking system. This includes analyzing competitors, looking for issues in awareness, knowledge, liking, preference, and purchase. Contingency plans should address company or consumer failures, and tracking variables should be relevant, measurable, and predictable. Trigger points help determine if contingency plans need to be enacted. The goal is to monitor the launch and take corrective action if needed.

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    npd ch 14

    Original Title

    Lecture 14 npd sir awais

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    The document discusses launch management for new products. It outlines steps to spot potential problems, select problems to control, develop contingency plans, and design a tracking system. This includes analyzing competitors, looking for issues in awareness, knowledge, liking, preference, and purchase. Contingency plans should address company or consumer failures, and tracking variables should be relevant, measurable, and predictable. Trigger points help determine if contingency plans need to be enacted. The goal is to monitor the launch and take corrective action if needed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    49 views25 pages

    Lecture 14 NPD Sir Awais

    Uploaded by

    Usama Zafar
    The document discusses launch management for new products. It outlines steps to spot potential problems, select problems to control, develop contingency plans, and design a tracking system. This includes analyzing competitors, looking for issues in awareness, knowledge, liking, preference, and purchase. Contingency plans should address company or consumer failures, and tracking variables should be relevant, measurable, and predictable. Trigger points help determine if contingency plans need to be enacted. The goal is to monitor the launch and take corrective action if needed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    Launch Management

    Launch Management
    If troubles are anticipated properly, and if contingency plans are thought out at least informally, then there is indeed time and opportunity to correct marketing troubles early.

    Steps involved in Launch Management System


    Spot Potential Problems

    Select those to Control

    Develop Contingency Plan for the Control Problems

    Design a Tracking System

    Spot Potential Problems


    Situation Analysis
    SWOT PEST Analysis

    Role play what competitors will do?

    Look back over all the data in the new product's "file."

    Hierarchy of Effect
    Awareness Knowledge Liking Preference Conviction Purchase

    A-T-A-R Hierarchy: Where Does the Problem Lie?


    Tried Tried Aware Not Tried Not Tried Reused Reused Not R. .R

    Unaware
    Unaware

    Being too successful can also be a problem! How?

    Select the Control Events


    Of all potential problems, Which have enough impact to warrant investigation? Which of these ought to be given special consideration?* Which of these should be given contingency planning? And which of these need to be tracked?
    *Basis: Consider potential damage and likelihood of occurrence.

    Select the Control Events


    Potential Damage Likelihood of occurrence Low

    Noticeable

    Harmful

    Devastating

    Moderate

    High

    Dont wait take action now!

    Develop Contingency Plans


    "Is there anything we can do?" E.g.: competitive price cut or product imitation. Base contingency plan on type of problem: 1. A company failure (e.g., inadequate distribution) 2. A consumer failure (e.g., low awareness or trial)

    Designing the Tracking System


    Select the tracking variables
    Relevant, measurable, predictable

    Select the trigger points Consider the nontrackable problems

    Launch Management Concept Showing Remedial Action


    % aware who have tried As of now Goal

    With action

    Plan Actual Launch Now

    Without action

    6 months Time

    A Sample Launch Management Plan


    Potential Problem Salespeople fail to contact general-purpose market at prescribed rate. Tracking Track weekly sales call reports (plan is for at least 10 generalpurpose calls per week per rep). Contingency Plan A remedial program of one-day district sales meetings will be held.

    Another Problem Illustrated


    Potential Problem Potential customers are not making trial purchases of the product. Tracking Begin a series of 10 follow-up calls a week to prospects. There must be 25% agreement on product's main feature and trial orders from 30% of those prospects that agree on the feature. Contingency Plan Special follow-up phone sales calls to all prospects by reps, offering a 50% discount on all first-time purchases.

    Case Study: SpinVox

    The company was founded in 2003 by Christina Domecq and Daniel Doulton. The vision of SpinVox was to develop and market a new message technology: Voice-ToScreen.

    The Voice message is converted into text, then routed to ones email inbox or to a cell phone as a text message.

    SpinVox launched the product in UK in 2005 and in 2006, it was starting to do business in Spain and France. They have 120,000 customers at the moment.

    A customer typically pays US$10 per month for this service.

    A few cynics note that background noise or thick accents cause problems: Imagine if:
    I cant meet you at noon is transcribed as I can meet you at noon

    SpinVox sees the Pakistan market as being the next logical expansions target. It is there company policy to have launch management plan.

    You have been called in to assist!

    List Potential Problems

    Select the Control Events


    Potential Damage Likelihood of occurrence Low

    Noticeable

    Harmful

    Devastating

    Moderate

    High

    Dont wait take action now!

    Contingency Plan

    Tracking System

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