Product Innovation Chapter 17-18-19

Early growth

Stage linking launch cycle to product life cycle.

Promo pieces

Planned announcements marking the start of advertising.

Offensive improvement

Launch strategy to create barriers to entry.

Intensity of coverage

Important for warranty and maintenance service during launch.

Awareness

First step toward product adoption.

Stocklifting

Removing competitors' products to promote own.

Trial

Limited usage experience influencing adoption decision.

Information-based promotion

Used for low compatibility, high relative advantage products.

Skim pricing

Pricing tactic for high advantage and compatibility products.

Penetration pricing

Low price strategy to gain market share.

Market testing

Conducted when techniques provide necessary insights.

Global launches

Market testing may not be effective in global contexts.

Minimarketing

Used primarily for packaged consumer products.

Simulated test marketing

Least used for industrial goods testing.

Speculative sale

Pseudo sale method for new product diagnostics.

Information selling

Controlled sale method for market testing.

Controlled distribution scanner markets

Variation on minimarketing for data collection.

Rollout

Tiered marketing providing data similar to test markets.

Identify potential problems

First step in launch management system.

Situation analysis

Tool to spot potential problems during launch.

Role play

Technique simulating competitor reactions to new products.

Product success

Overlooked problem in launch management.

After Action Review

Captures events leading to product launch.

Expected effects matrix

Identifies harmful events needing contingency planning.

Tracking variable

Identifies relevant problems for management.

Inadequate distribution

Common cause of company failure at retail level.

Critical problem indicators

Toughest part of launch management measurement.