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New Product Launch Programs:
Successful product launches require an integrated launch plan. All elements of the launch program must complement each other, providing consistent messages to the customer and to the sales organization. All elements of the program must work together to achieve the desired goals of the organization. Finally, and most importantly, the launch need be driven by a focus on the needs the new products satisfies with the intended customers. We work with our clients developing customer focused programs, encompassing launch strategy and messages, training, distribution strategy, metrics, key account strategy, promotion and other areas. These programs accelerate the acceptance of the product by the customer and the attainment of the desired results.
Case Studies: Telecommunications Systems Software: This client wanted to re-engineer their total Product Introduction process, moving from and engineering orientation to a customer focused orientation. The project involved re-defining their development process, establishing activities in which they engaged customers, channels and field sales much earlier in the process. We established the key checkpoints and metrics to become much more customer focused, improve the acceptability of the products to the market, accelerated customer acceptance at introduction and accelerated the payback from new product introductions. Internet Billing System Software: This client was entering a new market segment with a new product. We worked with them in developing the strategy for the product launch including the identification, sizing, and prioritization of target markets, preliminary marketing message development, identification of critical marketing programs, development of the value proposition and positioning, development and implementation of sales channels, and competitive analysis. Industrial Materials: This client was introducing a new series of products in a market dominated by their competition. The client sought to develop and implement sales strategies that would enable the sales people to win business that had previously been committed to this competitor. We developed a program that focused the sales people on discovering the real business needs, problems and challenges the customers faced in using these types of materials. Based on what they had learned in the discovery process, we developed a program in which the sales people could define their differentiated value and clearly demonstrate this value to the customer. This value based approach enabled our client to redefine the "competitive playing field" by transitioning the selling process from a commodity product orientation to a consultative partnering proposition.
Consumer
Packaged Goods: A Fortune 100 manufacturer of
consumer packaged goods was involved in the most significant industry launch in 30 years.
We assisted the marketing and sales organizations, worldwide, develop and implement their
launch programs. One of our contributions was focusing the launch strategy on addressing
consumer needs rat Information in this document is subject to change without notice. Other products and companies referred to herein are trademarks or registered trademarks of their respective companies or mark holders. Dimensions Of EXCELLENCE™, EXCELerator™, and EXCELerators™ are registered trademarks. Send mail to webmaster@excellenc.com with questions or comments about this web site. Copyright © 1997 Last modified: January 11, 2008 If you are interested in learning how to OutPerform and OutSell your competition, please contact us by phone or email:
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In addition to consulting
services, many of our training programs are key aspects of new product
introductions. We develop customized training to support the
launch as well as provide additional sales, marketing and customer
support skills. For information on the
her than their traditional product-technology focus. Additionally, we
demonstrated how our client could maximize the impact of this launch through staging a
number of programs that would pre-empt competitive sales efforts. We developed the
training strategies and programs for their direct sales force and their dealers. This
included the development of a program to communicate their value proposition to the retail
dealers and to help their
dealers increase category profitability. The launch program was
evaluated by our client as most effective launch in their history. A separate element of
this program was working with the key account teams to develop and implement strategies
that would allow them to gain dominant share within the retail dealers. We conducted a
series of key account planning workshops, focused on maximizing the effectiveness of the
teams in introducing these products to their customers. Our programs not only helped them
achieve this, but also in many cases helped them gain 100 percent share of display.
