Developing And Launching New Products

Overview

Master the essential marketing techniques that will help you build

a strong and powerful strategy aimed at making your product launch a success.

Who should attend

Marketing managers, business/research development managers and product managers who are in charge of or involved in developing and launching new products.

Course objectives

By the end of this course you will be able to:

> Assess the competitiveness of new products

> Manage the key steps of the new product development and launch process

> Develop a clear positioning concept and marketing strategy for a new product idea

> Set and monitor budgets effectively

Course content

Evaluating the Chances of Success in a New Market

> Assessing the potential of the new market

> Measuring organisational competitiveness in the new market

> Conducting a SWOT analysis

> Defining a product development strategy

Tracking Product Development Opportunities

> Analysing a new market

> Identifying product gaps

> Developing new concepts and screening new ideas

> Testing new design/packaging etc

Assessing New Product Profitability

> Measuring the risks

> Setting and managing budgets

> Calculating returns on investments (ROI)

> Evaluating the profitability

Conducting the Product Development Process

> Writing and amending budgets

> Planning key development steps

> Meeting deadlines

> Identifying key success factors

> Launching new products

> Briefing and liaising with key internal departments

> Monitoring progress and complying with the plan

Assessing your Results

> Gathering the maximum data

> Defining performance criteria

> Evaluating the results

> Adapting the marketing plan if necessary