Successful Product Launching and Brand Positioning Strategies

Course Overview

A successful launch of a product always starts with good timing. When an organization feels the need of introducing a service or a product in the market and if the packaging and timing of the launch is inappropriate then the outcome may be a failure. Sometimes it is necessary to postpone the launching of the product as it can create huge in the result. You need to ask yourself two questions that will ultimately help you in developing suitable timeline for launch of your product.

“Does my product do what it is meant to do?” Assess if the product is meeting all the demands that are going to be made or there is need to spend more time in its development process.

Second, “Do I have a well-equipped team in place?” Evaluate the mechanism that is behind the product. Ask yourself that “Do I have my marketing materials, packaging and back-end systems in order, and have I developed plan for gathering metrics and feedback?”

If the answer to any question is no, then delaying the launch is “OK.” Releasing the mysteries of the product occasionally can be a successful approach to build up expectancy. Stay away from binding yourself to a specific time or date unless you are quite sure that you will be able to do it.

Brands are known as important products in highly business-oriented market where the environment is dynamic. Brands are considered as indicators to measure the success of the organizations in the market. This also helps the brands to be placed in the emerging markets by having key leadership positions. There are many actions involved in order to building strong brands with sustained competitive advantage.

These actions are comprised of developing suitable position, character, identity (brand’s name, logo, symbols, images etc.), and culture of the brand which serves as the behavioral custodian of the brand so that it can be delivered successfully to the customers as per promise. This strategy will give good results as it remains true the brand philosophy including its culture and is solely dependent on objective to deliver the best to the customer.

Course Objectives

  • Effectively examine the consumer market
  • Develop insight into potential opportunity areas for product and services
  • Better expand and test new product/service ideas
  • Develop and implement launch strategies and tactical plans
  • Build integrated communication briefs and strategies
  • Evaluate and solve problems after launch
  • Generate and implement an innovation strategy
  • Develop brands that are the source of competitive advantage
  • Build a brand position and deliver on the brand promise
  • Give brands personality and character that is valued by customers
  • Build customer relationships with well positioned brands
  • Develop “Brand Culture” within your organization

Course Content

Doing your Homework (Analysis): Understanding Market and Consumers Exploring the Market:

  • Broad overview
  • Examining the consumer: Up close and personal
  • Opportunity spotting – Tools and techniques

Building the Roadmap: How to Plan for Launch Success

  • Strategy versus tactics
  • Building and testing a strategic plan
  • Building and testing the tactical plan

Making it Happen: Implementing your Plan

  • Communicate the launch
  • ‘Go with the flow’: Lead and follow the market
  • When something goes wrong
  • Look beyond the launch: Where to go from there?

Creating Value for your Organization and Customers

  • Why do we “position” brands?
  • How do we “position” brands?
  • What does it mean to “position” brands?

A Framework of Brand Positioning: The Three Ds of Positioning

  • Fundamentals of brand positioning
  • Implementing the brand positioning: new brand launch
  • Importance of emotions in positioning

Delivering the Brand Position: The Need for a “Brand Culture”

  • How brand positioning helps to develop strong customer relationships?
  • Consistently delivering the ‘brand’ promise
  • Actions that damage and dilute a brand’s positioning

Course Methodology

The training is going to be highly interactive combination of lectures, group discussions, questionnaires, individual reflections, role plays, simulations and videos.

Target Audience

Senior marketing and product development executives and managers

Duration

2 Days (08:30–14:30) with appropriate breaks for tea/refreshments and lunch.

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