Early Market Influences

Question 1

What must companies ensure they do after they complete a launch?

Answer 1

Complete a post-launch review

Question 2

What percentage of firms conduct a formal and solid post launch review?

Answer 2

21%

Question 3

How many stages are there in the launch management system?

Answer 3

4

Question 4

What are the component of the launch management system?

Answer 4

Crawford & DiBenedetto, 2015

1. Spot potential problems
2. Select those to control
3. Develop contingency plans for the control problems
4. Design the tracking system

Question 5

Describe step one of the launch management system:

Answer 5

Crawford & DiBenedetto, 2015

1. Spot potential problems
   - Situation Analysis: The one that was conducted for the marketing plan ill have some of the potential issues
   - Role-play competitor responses: What will they do in response?
   - Review existing project data: Looking at concept testing reports, lab reports etc
   - Hierarchy of effects: Taking a satisfied customer and working back from that, what made them satisfied?

Question 6

What are some of the problems that could be incurred when launching a product?

Answer 6

• Inappropriate distribution channels e.g. selling a product where its target market is not
• Customers find it hard to interoperate the value proposition as not enough knowledge

Question 7

Describe stage 2 of the launch management system:

Answer 7

Crawford & DiBenedetto, 2015
2. Select those to control
All the possible outcomes need to be outlined, then you need to choose the ones that will have a significant impact. From there, some will be controllable, so won’t be. For the ones that are, a contingency plan will need to be made. Some will be tracked, some will not be.

Question 8

What is a sinkhole?

Answer 8

Crawford & DiBenedetto, 2015

- A sinkhole is disastrous but very tough to anticipate

Question 9

What is a pothole?

Answer 9

Crawford & DiBenedetto, 2015

- A pothole is harmful but it is anticipatable

Question 10

Describe step 3 of the launch management system:

Answer 10

Crawford & DiBenedetto, 2015

3. Develop contingency plans
   - Could be a company failure: e.g. bad distribution, and then must convince retailers to give shelf pace
   - Consumer failure: e.g. negative buyer actions: need to use marketing communication to progress through the ATAR model

Question 11

Describe step 4 of the launch management system:

Answer 11

Crawford & DiBenedetto, 2015

4. Design the tracking system
   - Select variables: what do we want to track? Awareness, eWOM?
   - Select the trigger points: What is the point that this tracked thing has to reach in order for the contingency plan to be used? e.g. if we want 60% awareness in 3 months but its at 50% do we use the contingency plan?
   - Non-trackable problems: Perhaps it cannot be tracked as a variable for it cannot be found. But what else can we do? (usually not much)