can have an innovative idea, great, materialized in a perfect product, and failure in the market. Not enough that the product is good, you need to know to market. The product launch is a critical phase in the triumph of a innovation (meaning his triumph as the proper positioning to the consumer and consolidation).
Therefore, way to launch products is becoming a art explaining that controversial products or shortcomings that come to their barrage of criticism, they become a bestseller. If you are thinking for example in the iphone or ipad , you're right. His staging by Apple has been masterful, something Steve Jobs is a benchmark in terms strategies to launch new products based on build momentum . But be very careful to do well.
The best time to release depends on the following phases.
1. Of course, it is imperative to study the position that our company deals in the market, factor influencing the timing of launching a new product, because this way we define the responsiveness of our competition. For example, between SMEs, much too early to announce a product carries more risks than benefits. Companies that can afford to pre-announce progress in their products are the leaders, with the greatest competitive strength.
2. also need a thorough analysis the type of product cycles and consumer purchasing . Advantages provide a durable good early because of their buying cycle is longer. A commodity is more easily replaceable, and plans on it should be kept more secret.
3. Finally, we must assess their impact on consumers and the general audience. Note: the announcement of a new product can block plans to purchase other products from the competition, but it can also hurt sales of their products.
Advantages of anticipation
1. cooperation of suppliers, distributors and customers . Build anticipation by partners of plans to suppliers, distributors, partners and clients is a way to help the product succeed.
2. Improved financial performance. For example, to accumulate sufficient payments to account for potential purchasers to reserve long products before marketing.
3. Free advertising . The media attention that is warranted if it is big news in the market. The benefit of advance notice allows positioning.
4. Freeze of the competition. ensures that consumers do not buy other products from the competition while waiting to leave ours in the coming months.
Risk anticipation
1. the product is not sufficiently innovative to meet consumer expectations and to meet the competition reaction.
2. harm the company's current sales . The product must be unique, creating a new category of products within existing ranges.
3. generate excessively high expectations . High expectations can undermine the launch of a new product. The company should carefully evaluate the market size. Overestimation or underestimation can lead to significant risks. For example, if it overestimates the size of the market, once given the sales figures seem that the product is a failure.
ATTENTION: The product itself is far more important than marketing strategies reflected in anticipated launch. When a launch failure in many cases the problem is not marketing strategy: the product. If the product is not good enough, the marketing will not solve anything.
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