Stage 5 - Launch

What is Stage 5 in the NPD process about?

Commercialising the product + introducing it to the market.

What are the core objectives of the Launch stage?

• Generate awareness

• Drive adoption

• Begin building market share.

What is the 'Beachhead Strategy' in product launch?

An intense, early-phase marketing + sales push

Designed to;

• Build momentum

• Drive initial product adoption

What is the difference between strategic and tactical launch decisions?

Strategic = market, positioning

Tactical = pricing, comms, distribution.

Give 2 examples of strategic launch decisions.

• Target market selection

• Product positioning.

Give 2 examples of tactical launch decisions.

• Advertising execution

• sales team training

What is the communications plan in a product launch?

Strategy to deliver the right message to the right audience using marketing mix (aka 4 Ps - product, price, place (or distribution), and promotion.)

Name three tools used in launch communications.

Advertising, PR, digital marketing.

What is the difference between push and pull strategies?

Push = promote through intermediaries eg wholesalers and retailers.

Pull = stimulate direct consumer demand.

What are the 5 adopter categories in diffusion theory?

• Innovators

• Early Adopters

• Early Majority

• Late Majority

• Laggards

What five factors affect product adoption rate? - ROTCC

• Relative Advantage: How much better product is than existing alternatives

• Observability: How visible + easily communicated product's benefits are to others. 

• Trialability: How easy it is to try product before committing

  Compatibility: How well product fits with existing systems and needs. 

• Complexity: How easy product is to understand + use. 

What is Crossing the Chasm?

Challenge of transitioning

FROM

early adopters (visionaries)

TO

the early majority.

Why is 'relative advantage' important in adoption?

Relative Advantage = how much better the new product is compared to what people are already using.

- If product is clearly faster, cheaper, easier, or more effective, people more likely to try it.

What is the role of distributors in launch?

• To stock the product

• Promote it to retailers

• Ensure availability.

How can companies motivate distributors?

• Through discounts

• Exclusivity

• Training

• Promotional support

What does the A-T-A-R model stand for?

Awareness - Do people know about the product?

Trial - Are they willing to try it once?

Availability - Can they actually find and buy it?

Repeat - Will they buy it again?

A-T-A-R helps companies predict how many people will end up buying and re-buying a product.

How is A-T-A-R used in launch?

To estimate/track market penetration + adoption.

What is the importance of post-launch monitoring?

• Tracks performance

• Flags issues early

• Guides adjustments.

What are typical launch KPIs?

• Sales volume

• market share

• adoption rate

• customer feedback.

Why is the launch stage critical?

• Determines early market success

• Sets tone for long-term growth.

Example of aggressive beachhead strategy example

Launch of the first iPhone - invested heavily in early promotions, media buzz,

Explain Rare Beauty's Kind Words Lipstick

• 2022 - Selina’s "Kind Words" collection = self-love and positivity

• Shade names - "Talented," "Worthy," and "Strong,"

• availability on Rare Beauty's website and Sephora stores ensured wide accessibility

• collaborated with several beauty influencers to amplify reach/engagement

• Hosted launch events

• Behind-the-scenes content = excitement + personal connection with consumers.

• Launch reinforced Rare Beauty's image as brand that; values inclusivity, mental health awareness, and product quality.

What is the Bass Diffusion Model

People adopt new products because of 2 forces:

1. Innovators – adopt because they like new things (driven by ads)

2. Imitators – adopt because others are using it (influenced by others)

 

Example of Bass Diffusion Model?

Example: iPhone

• Innovators: Tech lovers buy early

• Imitators: Their friends see the benefits and follow

• Over time: Most people adopt → market saturates