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New Products Management - CHAPTER 19 LAUNCH MANAGEMENT

Tham khảo tài liệu 'new products management - chapter 19 launch management', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 19 LAUNCH MANAGEMENT McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Launch Management Concept Showing Remedial Action % aware who have tried As of now Goal Launch Now 6 months Time Plan Actual With action Without action Figure 19.1 The Launch Management System Spot potential problems. Select those to control. Consider expected impact/damage. Develop contingency plans for the management of problems. Design the tracking system. Select variables. Devise measuring system. Select trigger points. Adage: in driving a car, it is the potholes you don’t know about (or forget about) that cause you damage. Spotting Potential Problems Problems section from the situation analysis. Role-play what competitors will do. Look back over all the data in the new product's "file." Consider hierarchy of effects needed to result in a satisfied customer (A-T-A-R). A-T-A-R Hierarchy: Where Does the Problem Lie? Aware Unaware Tried Not Tried Reused Not R. Does the | CHAPTER 19 LAUNCH MANAGEMENT McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Launch Management Concept Showing Remedial Action % aware who have tried As of now Goal Launch Now 6 months Time Plan Actual With action Without action Figure 19.1 The Launch Management System Spot potential problems. Select those to control. Consider expected impact/damage. Develop contingency plans for the management of problems. Design the tracking system. Select variables. Devise measuring system. Select trigger points. Adage: in driving a car, it is the potholes you don’t know about (or forget about) that cause you damage. Spotting Potential Problems Problems section from the situation analysis. Role-play what competitors will do. Look back over all the data in the new product's "file." Consider hierarchy of effects needed to result in a satisfied customer (A-T-A-R). A-T-A-R Hierarchy: Where Does the Problem Lie? Aware Unaware Tried Not Tried Reused Not R. Does the problem lie in awareness, trial, or repeat? Figure 19.2 Decision Model for Building Launch Control Plan Figure 19.3 Select the Control Events Of all potential problems, Which have enough impact to warrant investigation? Which of these ought to be given special consideration?* Which of these should be given contingency planning? And which of these need to be tracked? *Basis: Consider potential damage and likelihood of occurrence. Develop Contingency Plans "Is there anything we can do?" E.g.: competitive price cut or product imitation. Base contingency plan on type of problem: 1. A company failure (e.g., inadequate distribution) 2. A consumer failure (e.g., low awareness or trial) Designing the Tracking System Select the tracking variables Relevant, measurable, predictable Select the trigger points Consider the nontrackable problems Questions from New Product Tracking Study Category Usage Questions In the past six months, how many times have you bought (product category)? What brands of