What is a product launch plan?

The Launch plan is that part of the marketing strategy that provides the guidelines for those details specific that will be carried out at the time when a product, a brand or deal.

This is created with the purpose of having a base on which to develop strategies and actions that allow to publicize a product or service, with previously projected objectives, to take into account the target market, sales expectations and the actions of feedback.

The launch plan for a product or serviceAlthough it is within the marketing strategy, it is a resource with its own implications that must be addressed with the importance and seriousness of any other production or managerial stage.

How do you draw up a product launch plan?

A product launch plan must contain key elements to know the market to which it is going directed, find the best way to publicize the product (s) and define which objectives are can improve. These include:

• Market study

Before thinking about how to publicize the product, brand, service or business, it is necessary to know if there are people who may be interested in what you are going to offer.

To do this, a market study through polls, questionnaires, surveys, that allow to be clear about the tastes, preferences, needs of the target audiencesIt is also useful to know what similar products exist and who is using them.

• Research the competition

It is necessary to know information about the products of the competition, with this information can make a comparison of the product that is intended to be launched, establishes key differences to have success.

It is important to be aware of whether the planned offer, compared to that of the competition, would be suitable for the market under investigation. In this way to determine and establish a competitive advantage that allows the consumer to be more attracted to your offer.

• Conduct focus groups

This is a qualitative study technique of the opinions of an audience, used in commercial studies, based on the market research and knowledge of the competition, these groups can help you find the positive and negative side of your products.

For this, the groups will have the opportunity to see and test the product and provide an objective opinion about the performance. the product, the image it gives, the price, they also provide a clear idea for the marketing and advertising of the same.

• Establish a marketing and communication strategy

To launch a product, it is necessary to have a market strategy in place that serves as a guide for the product to reach the potential customer, the communication strategy establishes the selected form to publicize in the market the existence, uses, benefits of the product.

• Develop a public relations program

With this, the ground is prepared until the moment of launch, it is something similar to a preamble, which allows the target audience to have an advance idea of ​​what is going to be offered.

• Anticipate a customer care plan

It is very important that a trained team be prepared in advance to address any doubts, concerns, comments that may arise once the product is released for sale. In addition, consideration should be given to preparing a specific set of answers for questions related to benefits and costs.

• Generate a calendar of action

This point involves coordinating and scheduling all of the above, in order to follow up regularly, eliminating tasks fulfilled, prioritizing pending, creating improvement actions, in this way ensuring that the launch is carried out with excellence desired.