New Product Launch Using Marketing Communication: Proven Strategies and Techniques

Start Date: 14 Apr 2019
End Date: 18 Apr 2019
Duration: 5
Country: Kuala Lumpur / Malaysia
Category: Public Relations and Customer Service

Program Objectives:

By the end of the program, participants will be able to:

  • Examine all aspects of the New Product Development (NPD) process, its importance, and factors influencing stages involved in successful NPD.
  • Identify a variety of launch success factors that will improve launch process planning and execution.
  • Suggest ways for companies to avoid launch ruts by adopting techniques that appeal to todays consumers.
  • Understand the importance of using media vehicles to ignite the product launch process and increase the viability of the new product.
  • Prepare product launch checklists and budgets to overcome roadblocks and smoothen the launch process.

Program Outline:

New Product Development

  • 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 New Product Development Process

  • Idea Generation and Screening
  • Concept Development and Testing
  • Marketing Strategy
  • Business Analysis
  • Product Development
  • Test Marketing
  • Commercialization

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)

New Product Launch: Setting Up the Stage

  • Things to Consider Prior to 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

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

The NPL Workshop: Putting It All Together (Group Together)

  • Designing and Conducting a New Product Launch
  • A Challenging Team Game: Presenting the Launch Plan

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