New Products Management Chapter 18 Implementation of the Strategic Plan

The Launch Cycle Expenditures Sales PrelaunchBeachhead Early growth Announcement Sales and Expenditures Figure 18-1

Preannouncement Getting to be popular, and very creatively managed. Far from the old days of “tease the public.”

The Basic Marketing Mix Product Price Reseller support Personal Selling Advertising and Public Relations Figure 18-2

Motivating Distributors Increase distributor’s unit volume. Increase distributor’s unit margin. Reduce distributor’s cost of doing business. Change distributor’s attitude toward the line. Figure 18-3

A-T-A-R Goals: The New Product Group’s Obligation New product group must persuade itself and management that the plan can achieve the necessary awareness, availability, trial, and repeat purchase... and that it can do so in sufficient quantity and at acceptable cost.

Barriers to Trial Lack of interest in the claim. Lack of belief in the claim. Rejecting something negative about product. Complacency. Competitive ties. Doubts about trial. Lack of usage opportunity. Cost. Routines. Risk of rejection.