h:\share\rabino\information and marketing strategy.ppt 1

Announcement Position (Or Content):

Some Guidelines:• Worded in terms of customer benefits• Defines value(s)• Simple, easy to understand• Check fit

– Supports others products– Coexist with other products– Conflicts with other products– Supports corporate position/direction

h:\share\rabino\information and marketing strategy.ppt 2

Some observations

• New product announcement is a process where management of expectations is an important component.

• An appropriate process might reduce buyers’ risk perceptions (e.g. the launch of a product family).

• The announcement should address issues important to the customer with the respect to product advantages, benefits, edge and intangibles as related to attributes such as price, quality, service, technology, and corporate image.

• In general, the announcement process is both a communication and a marketing intelligence tool.

h:\share\rabino\information and marketing strategy.ppt 3

The Hype Hit Parade

1 Leading 88

2 Enhanced 47

3 Unique 35

4 Significant 30

5 Solution 23

6 Integrated 23

7 Powerful 20

8 Innovated 18

9 Advanced 17

10 High-Performance 17

11 Sophisticated 17

High-tech PR’s most overused words, based on number of ocurrences in 201 new-product press releases:

ANNOUNCEMENT POSITION(OR CONTENT):

Some Guidelines:* Worded in terms of customer benefits* Define values (s)* Simple, easy to understand* Check fit* Believable* Sustainable

- Supports other products- Coexist with other products- Conflicts with other products- Supports corporate position/direction

With Hype

Routine

StrategicPlanning

Informal

FormalAnnouncement

Tactical Addition to Portfolio/Line Extension

PRODUCT…UNVEILING

THE HYPE HIT PARADE

High-tech PR’s most overused words, based on number of occurrences in 201 new-product press releases:

1 Leading88

2 Enhanced 473 Unique

354 Significant 305 Solution

23

6 Integrated 237 Powerful 208 Innovated 189 Advanced 1710 High-Performance 1711 Sophisticated 17

PRODUCT LAUNCH MANAGEMENT

• A well-ordered way to manage the product introduction phase

• Marketing-driven discipline focused on meeting business objectives

• More than event and collaterals management

* Team effort; inter organizational consensus is key