New Product Launch Strategies
New and superior products do not always win in the market place, especially when the value created is not clearly communicated, understood by, or valued by the customer. Here are some facts:
- 80% of the volume that a new product will generate will be determined in the first six to nine months.[1]
- Companies with robust strategic launch plans have almost double the launch success rate of companies that have weak or no launch strategies. [2]
- Products supported by a robust product launch strategy will earn two to four times the revenue of other equal products that were not supported by a good launch strategy [3]
- The most important differentiator of new product launch is the strength of the new product launch strategy - even more important than the actual product attributes.
The New Product Launch Program is designed to equip managers with the tools and skills necessary to connect with customers and successfully launch new products. Participants learn the best practices of new product launch strategies in classroom sessions. Then the program utilizes IIBD's SABRE™ business simulation which allows participants the opportunity to develop and hone their New Product Launch skills in a realistic market place. Participants gain skills that are immediately applicable upon returning to the working environment, leading to stronger new product launch strategies and more successful product launches.
For more information, email us or call toll free at (+1) 250-595-8440.
1. [Source: IMS National Journal 2001]
2. [Source: Schneider & Associates and Boston University, 2001]
3. [Thomas Foster, IIBD]
