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Amazing NEW Product! Launching a new product or service isn't as simple as partnering with a local retailer and stocking their shelves with the product or, in the case of a service offering, placing an ad in a magazine or the Yellow Pages.
It takes careful strategic planning to define key attributes of the offering as well as its intended target market in order to properly position it within the marketplace. Consumer decision processes and competitive analysis also play a critical role in launching any new product or service as does post-purchase behavior. IT Mahal can help your company launch its new product or service, or even re-launch an existing one, by implementing a proven step-by-step process to move through the various stages of launch. Push or Pull? There are two basic promotional strategies to chose from when bringing a product or service to market: push promotion or pull promotion. Using a push strategy, the product or service is "pushed" through various trade channels and ultimately to the consumer. The goal with a push strategy is to induce channel members to carry the product or service and promote it to consumers. A pull strategy calls for marketing and advertising that targets the consumer directly thereby creating a demand for the product or service. If effective, consumers will seek out the product or service from channel members who will in turn demand it from the producer. |
