Successful product launch and brand positioning are the cornerstones of business success. Businesses frequently jump to a commercial product launch or brand positioning without considering critical strategic issues in enough detail. The result? Inadequate customer focus, poorly defined segments, a functionally driven value proposition, confused brand positioning and ultimately disappointing financial performance.
YOU WILL LEARN HOW TO
This highly interactive four-day course will help you overcome these issues via the application of proven product launch and brand management techniques to your organization.
IMPORTANT COURSE INFORMATION
Upon completing the course, participants will be awarded Strategic Axis Certificate
Course Outline
NPD Definitions and Challenges
NPD Objectives and Critical Success Factors
NPD Reasons for Success and Failures
NPD as a Key Marketing Strategy
Assessing Commercial Viability
The Product Launch Marketing And Brand Positioning Canvas
Identifying Critical Success Factors
Profiling Your Target Customer
NPD Definitions and Challenges
NPD Objectives and Critical Success Factors
NPD Reasons for Success and Failures
NPD as a Key Marketing Strategy
Assessing Commercial Viability
The Product Launch Marketing And Brand Positioning Canvas
Identifying Critical Success Factors
Profiling Your Target Customer
Module 2: The New Product Development Process
Idea Generation and Screening
Concept Development and Testing
Marketing Strategy
Business Analysis
Product Development
Test Marketing
Commercialization
Module 3: The Product Life Cycle and New Product Launch
Life Cycle Stages
Product Life Cycle Strategies
The Phase-Gate Process: Structuring the NPL
The Boston Consulting Group Growth Matrix
The Product Market Expansion Grid (A Portfolio Planning Tool)
Module 4: New Product Launch: Setting Up the Stage
Things to Consider before Product Launch
The Launch Hurdles
Planning Your Media Schedule and Costs
Selecting the Launch Team
Preparing the Product Launch Checklist and Toolkits
Product Launch Strategies
Module 5: New Product Launch: Full Engagement Launch
Preparing the Press Kit Checklist
Product Launch Marketing Budget Toolkit
Preparing the Press Release
The Product Launch Plan
Product Overview Document
SWOT Analysis, Graphic Chart, and the Creative Plan
The Role of the Advertising Agency
Product Marketing Strategy – Segmentation, Targeting And Positioning
Module 6: The NPL Workshop: Putting It All Together
Launching Your Product To Market – The Role Of The Media Message Guide, Brand Engagement, Communications And Social Media
Identifying Critical Success Factors
Designing and Conducting a New Product Launch
A Challenging Team Game: Presenting the Launch Plan
