product+launch+strategy

Once a product is developed, the product launch phase is a critical part of the total new product development process. During product launch process, necessary steps are addressed such as starting volume production and plan; executing marketing activities; developing needed documentation and train sales; preparing to install and supporting the product (DRM Associates, 2002). Launching a new product in an already saturated market is risky and involves strategic planning, research on consumer behaviour and market trends for it to be successful. It is important for a business to keep evaluating and improving products in order to come up with new ones that satisfy the customers. When our new product is launched, surveys, which are collected from consumers, are used for tracking performance and modifying our new product. The specific analysis of survey results will be shown in the following part. The launch strategies include the targeting strategy, the timing strategy and the product’s innovation level. The healthy samosa was developed using the targeting strategy, which is defined as the identification of potential clients or customers for a business and providing products or services based on their trends. Our new product is samosa, which is consumed as tea time snack and party time snack or starter. And the features of our product are less in oil and high in protein and fiber. According to our product’s characteristics, our group will target all individuals in public, in particular housewives and kids. As mentioned as marketing strategy, our product has a lower price comparing to other commercial products. Most housewives would choose product with low price and high nutritional value for family. And it also has shown that the men of higher socio-economic groups between 35 to 44 years old are consuming samosas the most in India. Thus, for European market, this focus group would also be our potential targets. Then, our product is convenient, which would be cooked so long as consumers put them in the oven for a while. So we also target anyone who does not want to spend much time on cooking a meal. Furthermore, our product is healthier than other commercial ones, and it has a more dominant feature which is higher nutritional value in term of fat, protein and fiber. Based on this advantage, we are mainly targeting the people who are looking for healthy cuisines and concerning with fat, protein and fiber intake. In term of launch-product timing, any season is suitable for our product launch. Our product is frozen; it can be launched for consumers anytime. However, one of main ingredients of our product is sweet potato, the harvest time of which is autumn. Therefore, the best time to launch product is autumn time, thereby decreasing the cost of product production. Launch period will be three weeks, which will provide enough time to promote the product and to make the introductory offer of 30% OFF voucher for consumers. At first two weeks, the promotional campaign of the new product will begin with the product launch event. As mentioned as marketing strategy, the consumers will come into contact with the “Super Samosa” and will be aware of the healthy characteristics of the new samosas. Consumers have chances to taste the product, and questionnaires will be presented by NPD team in launching period in order to find out which aspects of product should be improved. At the last week, we mainly provide introductory offer to attract consumers, thereby increasing sales volume and expanding marketing area. The aim of this research is to find out the customers opinion on a new recipe for healthy samosas that caters for all consumers including vegetarians compared to the regular samosasalready in the market.
 * Product launch strategy plan**
 * Targeting strategy**
 * Timing strategy**
 * Product’s innovation level**

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