Product Launches Re-launches Process 2_21_2014

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Prototype & Research Creative Brief & Sales Strategy. Content Creation & Approval Success (Additional Needs) Content Distr. The Marketing Process New Product Launches & Product Re-launches Product Rollout Schedule

Transcript of Product Launches Re-launches Process 2_21_2014

Page 1: Product Launches   Re-launches  Process 2_21_2014

Prototype &

Research

Creative Brief &

Sales Strategy.

Content Creation & Approval

Success

(Additional Needs)

Content

Distr.

The Marketing Process

New Product Launches & Product Re-launches

Product Rollout

Schedule

Page 2: Product Launches   Re-launches  Process 2_21_2014

Prototype &

research

Creative Brief & Sales

Strategy

Content Creation

& Approval

Success (Adtnl. Needs)

Content Distrib.

Product Rollout

Schedule

Product Rollouts

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Product Rollouts

New Product Launch

Or

Product Re-launch

(begin process in-market (-) 70 days)

Engineering

Research Findings?

Prototype available?

Provide to Marketing/Product Champion

Proprietary Creative Brief

Marketing, Teresa

Product Champion

Segment Leader

Non-Proprietary Creative Brief

Marketing, Stef

Product Champion

Proprietary Sales Strategy

Segment Leader & Copeland

Define sales strategy?

Product/Pricing est., Product Offering?

Non-Proprietary Sales Strategy

All Segment Leaders & Copeland

Define sales strategy?

Product/Pricing est., Product Offering PER segment?

Nameing Committee

TWO WEEKS

Content Distribution

Promote/Sell

Design Approval

Copeland/Account Leader

Teresa/Product champion

ONE WEEK

Proprietary Design Request

Marketing, Teresa

Copeland/Account Leader/Product Champion

TWO weeks to complete

Content Distribution

Promote/Sell

Design Approval

Copeland/Segment Leader

Stef/Product champion

ONE WEEK

Non-Proprietary Design Request

Marketing, Stef

Copeland/Segment Leader/Product Champion

TWO weeks to complete

Define Marketing Strategy

Proprietary, Teresa

New Product, Stef

New Product Launch

Review Sales Strategy

Review Marketing Strategy

Follow Design Request Procedure

Review Creative Brief

Redefine Key Messages if needed

Marketing/Account Leader

Product Champion

Sales Feedback

Marketing, Teresa

Sales Team

Product Champion

Proprietary Sales Strategy

Why re-launch?

Account Leader/Product Pricing

Engineering improvement?

Review Sales Strategy

Review Marketing Strategy

Follow Design Request Procedure

Review Creative Brief

Redefine Key Messages if needed

Marketing/Segment Leader

Product Champion

Sales Feedback

Marketing, Stef

Sales (Applicable Segments)

Product Champion

Non-Proprietary Sales Strategy

Why Relaunch?

Segment Leader/Product & Pricing

Engineering improvement?

Product Re-launch

Page 4: Product Launches   Re-launches  Process 2_21_2014

Step 1: Creative Brief

Creative Brief &Sales

Strategy

•Define the key messages, features and benefits of the product specific to the account or segment •Brainstorm copy, content, photography & design ideation specific to the account or segment

•Segments require separate collateral? ALWAYS •The Brief helps define the Sales & Marketing Strategy •Review selling approach with Product & Pricing

•Cross-Bundle a system or family of products? •Does the launch replace an existing line?

One week turnaround

Page 5: Product Launches   Re-launches  Process 2_21_2014

Creative Brief &Sales

Strategy

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Step 2: Design Request

Content Creation & Approval

•Explain Creative Brief key Messages and Design Concepts •Taglines, Customer Quotes, research findings, etc. •Review key images/placement needed for collateral

•Design provide 2-3 additional CREATIVE mock-up formats for Team to select •Collaborate and meet frequently to ensure ideation and concept align visually THROUGHOUT the design process

•Sign Off: Marketing, Copeland, Product Champion and Segment (or) Account Leader

2 WEEK TURNAROUND 1 Week Approval

Page 7: Product Launches   Re-launches  Process 2_21_2014

Product Launch Timeline

Success (Additional

Needs)

Showoff I, II, III, IV NOT ACCEPTABLE. iphone 3, 4, or FIVE? Which do you select?

Page 8: Product Launches   Re-launches  Process 2_21_2014

Step 3: Promote

Content Distribution

Implement Marketing Strategy (as outlined in correlating Creative Brief)

Page 9: Product Launches   Re-launches  Process 2_21_2014

Product Rollout

Schedule

And Keep Promoting! Current 2014 Plan & Further Developing