New Product Launch
Phase 1 - Planning the Launch
Define the launch group
Define sales goals
Define launch goals (launch timing and publicity objectives)
Identify partners (if needed)
Identify channel partners
Identify retail partners
Identify online opportunities
Define Launch Budget
Determine budget requirements
Launch budget approval
Planning Complete
Phase 2 - Start
Begin product launch
Marketing
Determine creative concept
Prepare Marketing Message
Review current materials and find out new requirements
Identify press release requirements
Determine product specification materials
Determine sales presentations
Determine internal communication needs
Marekting Message Structure Complete
Projection
Matching product release timing with marketing plan
Production
Prepare for volume production in accordance with sales goals
Sales
Plan sales group staffing and training to maintain sales objectives
Product Support
Plan group staffing to maintain sales goals
Local Service
Plan local service staffing to maintain sales objectives
Supply updated requirements and budgets based on departmental plans
Updated plans and budgets approval
Start Phase Complete
Phase 3 - Execution
Marketing
Estimate market and make more exact marketing message
Design and order final package
Create press releases
Create product specification materials
Create marketing presentations
Transmit product launch details to internal organization
Create sales, local, and product support groups training
Update product forecasts based on market feedback and analysis
Update launch plan based on forecast
Projection
Complete and test product
Production
Create product prototypes
Prepare distribution channel
Sales
Establish sales channels
Product Support
Establish product maintenance mechanisms
Local Service
Establish local service organizations
Prepare for Production
Introduce changes control
Finalize maintenance policy
Execution Phase Complete
Phase 4 - Release To Production
Production
Certify product
Manufacture the volume of product planned to meet sales goals.
Sales
Hire and train sales staff
Product Support
Hire and train product support personnel
Local Service
Hire and train local service personnel
Final Quality Review
Conduct final quality review
Product Release Information Complete
Needed materials are on order or in stock.
Literature Complete
Training Complete
Launch Product
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