Great technology, hard work, and deep resources are not enough. Most new products and services simply will not succeed. A recent study by Carnegie Mellon University found that across all industries, 83% of new offerings "fail" within 18 months of launch.
Yet many companies consistently beat the odds - with superior new product marketing. We will show you how firms ranging from the fastest growing privately held companies to Sony, Apple and Dell achieve new product success in today's challenging business environment.
This seminar explores current best practices in marketing new products and services - using a practical, step-by-step approach that you can apply to your situation. Whether you target consumer, business or public sector markets, this seminar gives you the insight, tools and techniques you need to make the most of your new product opportunity.
Who Should Attend
This seminar is designed for anyone who develops, recommends or approves marketing strategy for new products and services - including:
- Marketing Managers
- Product Marketing Managers
- Product Managers
- Brand Managers
- Sales Managers
- Business Development Managers
- Consultants
- Account Executives
- Business Owners
- Computer and network equipment
- Consumer electronics
- Software
- Industrial products
- Consumer durable goods
- Telecommunications
- Professional services
- Consumer packaged goods
Seminar Topics
The core concepts in the seminar are based on proven practices of top-tier marketing launch consultancies, including Bain, the Boston Consulting Group, McKinsey, Accenture and A.T. Kearny. The framework that we employ has been developed and refined in real world application with over 200 Porter-Sloan clients. Our actionable step-by-step approach combines lecture and case study presentation with interactive exercises. Topics for this seminar:
- Segmenting and prioritizing the target market
- Identifying the conversion pathways
- Mapping the adoption "waterfall" in your market
- Developing estimates of market size and adoption rates
- Formulating the pricing strategy
- Structuring the marketing mix
- Creating the launch business case
- Developing and managing an effective launch plan
- Securing proper resourcing and support
What this Seminar Will Help You Accomplish
This seminar helps you avoid the multitude of pitfalls in new product introduction and invest in activities that have the greatest impact on market adoption. The insights, techniques and tools that you acquire in this seminar will teach you how to:
- Complete a thorough, objective audit of the market opportunity
- Develop a logical and defensible launch plan
- Create high impact positioning and messaging
- "Phase" and "stack" the go-to-market plan for best risk and ROI
- Win consensus and support for your plan
- Pinpoint the right mix of traditional and internet marketing practices
- Achieve significant results on a limited budget
- Give marketing to a strong strategic "voice" in product planning