Product Launch

Product Launch

Product Launch Jonathan Poland

Product launch refers to the introduction of a new or updated product to a specific market. This is an important part of the product development process, as it is the point at which the product is presented to and evaluated by customers. Planning for product launch usually starts during the early stages of product development and continues throughout the process. It is a significant moment for a company, as the success of a product launch can have a significant impact on the product’s success in the market. The following are common elements of a product launch.

Sales Planning
Determining sales objectives, goals, strategy and a plan. This includes things such as a sales forecast, sales budget and sales incentive plan.

Operations Planning
Operations planning such in areas such as information technology, manufacturing, quality control and supply chain. The operations plan relies on sales forecasts.

Promotion
A plan for communicating the product to generate demand using techniques such as advertising, events and engaging influencers such as lead users.

Leads
Generating and qualifying leads.

Distribution
The process of planning and deploying sales channels. For example, an international product launch may leverage dozens of distribution partners in retail channels.

Inventory Management
Planning inventory for each distribution channel.

Product Knowledge
Product training for sales teams and other customer-facing employees.

Customer Service
Deploying customer service functions for the product.

Customer Experience
Launching elements of customer experience such as point of purchase displays and store windows.

Pricing
Developing pricing objectives, strategies and structures. New products are often launching with a price designed for skimming or market penetration.

Risk Management
Identifying and managing product risks.

Controls & Monitoring
Developing controls and monitoring to manage the launch.

Learn More
Price Sensitivity Jonathan Poland

Price Sensitivity

Price sensitivity is a measure of how much the demand for a product or service decreases as the price increases.…

Brand Metrics Jonathan Poland

Brand Metrics

Brand metrics are used to assess the effectiveness of branding efforts and marketing strategies in terms of brand identity, positioning,…

Employee Retention Jonathan Poland

Employee Retention

Employee retention refers to the success of a company in keeping its talented employees from leaving. High employee turnover can…

Credit Risk Jonathan Poland

Credit Risk

Credit risk refers to the likelihood that a borrower will default on their debt obligations. When an entity has a…

Target Market Jonathan Poland

Target Market

A target market is a specific group of consumers that a business aims to sell its products or services to.…

Quality Goals Jonathan Poland

Quality Goals

Quality goals are specific targets that are set to improve the quality of a product, service, or process. They are…

What is Price Stability? Jonathan Poland

What is Price Stability?

Price stability refers to the maintenance of relatively stable prices over time. This is typically measured by the rate of…

Value of Offerings Jonathan Poland

Value of Offerings

Value is a concept that refers to the usefulness, worth, and importance that customers assign to products and services. This…

What is Greenwashing? Jonathan Poland

What is Greenwashing?

Greenwashing refers to the act of making false or misleading claims about the environmental benefits of a product or company…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

Key Performance Indicators Jonathan Poland

Key Performance Indicators

KPIs, or key performance indicators, are metrics that are used to measure the performance of a business or organization. These…

Risk Mitigation Jonathan Poland

Risk Mitigation

Risk mitigation is the process of identifying, analyzing, and taking steps to reduce or eliminate risks to an individual or…

What is a Competitive Market? Jonathan Poland

What is a Competitive Market?

A competitive market is a type of market in which there are numerous buyers and sellers, and in which the…

Abundance Mentality Jonathan Poland

Abundance Mentality

Abundance mentality is the belief that there is enough for everyone and that abundance, rather than scarcity, is the natural…

Persistence Jonathan Poland

Persistence

Persistence is the ability to maintain motivation and effort over a prolonged period of time. It is a behavior or…

What is Feasibility? Jonathan Poland

What is Feasibility?

Feasibility refers to the extent to which something is practical or achievable. It can be evaluated on a scale ranging…

Over Planning Jonathan Poland

Over Planning

Over planning refers to the practice of spending excessive amounts of time planning without implementing any of the plans. This…

Brand Perception Jonathan Poland

Brand Perception

Brand perception refers to the way that a brand is perceived by its target audience. It’s important for companies to…

Market Intelligence Jonathan Poland

Market Intelligence

Market intelligence refers to the process of gathering, analyzing, and disseminating information about a market, competitors, and industry trends in…