Do you relate to any of these business issues?
Getting a new product to market is to be one of the most difficult task presented to a marketer.
- Get the promotion wrong and it fails.
- Get the message wrong and your customers either do not understand it or fail to see the value.
- Get the channel to market wrong and you can create too much demand only failing to supply which upsets customers no end.
New products take years to create so they need to launch to work first time to recoupe lost revenues or investments.
If that isn't enough pressure for a marketer, what about tactical product or service launches? These haven't take the huge investment in the past and are rapid reactions to market needs. You still have to make this a success only you haven't the time to plan or consider options.
Creating a new product launch framework
You need a framework that consistently delivers, yet applies total flexibility to meet both needs. Anderson Baillie have been introducing these approaches to many of our clients over recent years as new product incentives are pursued by companies trying to meet competitive pressures and a glut of customer demand for change.
Many companies have established sound development approaches using research to drive their efforts only to find that the launch approach is ineffective or too prescriptive.
Ensuring launch success
new product launch initiative, a framework of strategic planning,
communication and messaging as well tactics ensures launch success.
Anderson Baillie Business Growth - New Product Launch Programme will enable your business to:
Test new markets with intelligent demand generation programmes
Understand the real value of the markets your are considering with intelligent lead generation programmes - not pilots which produce little on no revenue benefit.
Understand the dynamics of your target markets and target the most sustainable
Investigate how each of your markets are structured, the pains and issues and how current products and service meet these through direct, indirect or substitutional competition.
Create compelling propositions that are directly linked to your target market - no longer generic
Value the differential in your business to leverage revenue from new market entry.
Understand how to fund the new market investment
Create low cost high yield marketing and sales engagement plans that are aligned with similar approaches for logistics and aftermarket or customer care.
The Anderson Baillie Business Growth - New Product Launch Programme explores your business issues through accurately focused consultancy packages based on your actual business requirements.
Target Investment Levels
A finite review of market revenue potential for initial fiscal year and then there on for a specified period of long-term development. This is then related to bundling stratey which determines business requirements to achieve target investment and revenue levels.
A comprehensive evaluation of international markets suitable for your products and services, gap analysis for substitutional alternatives and competition review. For each of the markets full demographics and segmentation will be investigated along with the dynamics and mechanism each market contains and product or services gap analysis.
Culture Clash & Language Barriers
A complete evaluation of target market cultures their perceptions to country of origin, the product or service and the approach or technology that is being applied within.
Legalities & Local Trading Legislation
For given markets a full assessment of the legal and trading restrictions will take place along with an investigation into DTI & European Community support and exporting body assistance.
A full investigation into the rights and regulations for licensing products or intellectual property to your target market, protection against copyright and vulnerabilities of counterfeit or trade off through your competition.
Target Market Gap Analysis
A comprehensive review of new target market dynamics, correlation to existing marketing accessibility, product and service saturation, level of audience understanding and motivation.
Focus Group Targeting & Profiling
Refined evaluation of the motives behind customer purchases, why they deemed the company important and discarded alternative offerings. This will add to the bundling frameworks so not as to deteroate branding standards.
Competition Aggression & Penetration
Assessment of competition intensity, messages and brand collateral, which may form a barrier to entry.
Market Diversity & Overlap
Assessment of the markets, penetration effectiveness, channel and direct sales engagement strategies to determine business overlap and value add potential.
A comprehensive review of each of the markets inline with the brand extensions and an external assessment inline with their competition.
A full audit of legislative requirements and restrictions which are applicable to the brand extension as well as the issues of barrier to entry and conformity to regulation through the DTI or European Community.
Cost of Entry
A full audit of costs associated in the launch and development of the new market based upon competitive pressure, legislative constraints to entry and the need for internal resource refresh or development. This will be further aligned to sales and marketing investment requirements as well as considerations towards new product development or refresh.
Logistical & Admin Impacts
A comprehensive analysis of new market demands to current business logistics and capacity.
Development of Issues & Pains Matrix
For a given audience a complete and finite evaluation of specific issues and problems they have that are potentially and directly applicable to your products and services. This will assist in the development of a business issues sell not features from the very start of new market selling.
Promotion & Brand Management
Campaign planning and strategy formulation to maximise promotion effectiveness as well as brand value to assist in initial launch an long-term market development.
Sales Force Re-development & Education
The development of a new market selling strategy, sales tools and thought leadership argument to encourage 'early bird' wins in the new market.
A comprehensive review of customer references and case material to be used in the development of sales tool kits as well as reference support
Development of Test Bed Pilot Programmes
Agent Adoptions / Channel Development
For those who will be pursuing a channel strategy, partner selection and proposition development process will be produced to enable swift delivery of selling and support effort through to the new market. Partner selection will be established upon a framework approach to achieve tearing and also specialisation opportunities.
Data Lifecycle & Business Intelligence
A structured plan of data development to include new market data and business intelligence or research.
Partner Plan & Channel Use
An assessment of current partner activities to refine and focus efforts on generating additional revenues to support organic growth without the increased cost of sale.
Sales Engagement & Effectiveness
A complete assessment of selling methods, information management in sales environment.
Sales & Marketing Process Integration
An assessment of each of the two functions with the aim to bring together each of the functions to complete an integrated sales and marketing function from a company specific aspect and from a reduced cost of sale or lead model.
Please complete the simple form below and we will email you the datasheet.