Product Launch Plan

1
Marketing Go To
Market Roll Out Plan
New Product Launch
Your company name

New Product/Service Launch Plan – Key Steps2
Project
Overview
01
Target
Audience
02
Product/Service
Positioning
03
New Product/
Service Launch
Overview
04
Product
Launch Cycle
05
Product Launch
Timeline
06
Phase wise tactics
– Buzz, Launch &
Momentum
07
Product Launch
Detailed Plan
08
Launch
Planning: Key
Steps & Tools
09
Marketing
Plan
10
Typical Product
Launch Marketing
Process
11
Lead Generation
Activities
12
Marketing
Budget
13
Product Launch
Tracking
14
Reasons why
Product Launch fail
15
Revenue & Costing
Forecast
16
Go-To-Market
Strategy
17
Start
End

Product Overview (Template 1 of 3)3
Problem Statement
Describe the business reason(s) for initiating the
project specifically stating the business problem
Project Description
Describe the approach the project will use to
address the business problem
Project Goals & Objectives
Describe the business goals and objectives of the
project. Refine the goals and objectives stated in
the business case
Assumptions
State the critical assumptions that have been
considered for this project
Project Scope
The scope defines project limits & identifies the product/
service delivered by the project. The scope establishes the
boundaries of the project & should describe the
products/services that are outside the project scope
Project Inclusions
» Your Text Here
» Your Text Here
» Your Text Here
Project Exclusions
» Your Text Here
» Your Text Here
» Your Text Here
Critical Success Factors
Describe the certain factors which are so critical
that in their absence, the project might fail

Product Overview (Template 2 of 3)4
Project
Project Leader Name,
Organization, & Role
Project Title
Why are you
doing the project?
Info/ Measures from
other that we can use
Why are you trying
to achieve the
project? - Be specific
What do you want to
be different as a result
of your project?
Reason for the
Project
What problem are
you trying to solve?
What do you want to
improve?
Context – what is
driving the project?
What is the goal?
Introduction Situation Background Assessment
Local context
Broader context –
National,
internationally

Product Overview (Template 3 of 3)
Project Name:_____________________________
Department:______________________________
Last updated:_____________________________
Author:__________________________________
Project manager(s):_____________________________
Executive Sponsor:______________________________
Project Department Owner: _______________________
ProjectBusinessCase
5
» Text/Proce
ss/Change
» Text/Process/
Change
» Text/Process/
Change
Project Overview
Replace this text with a description of the
business value expected to be gained
through this project implementation and
how the business environment will be
improved
Business Issue Opportunity
through this project implementation and how
the business environment will be improved
» Issue/
Opportunity
» Issue/
Opportunity
» Issue/
Opportunity
» Value/Goal
» Value/Goal
» Value/Goal
» Value/Goal
Project Business Goal
through this project implementation and
how the business environment will be
improved

6
Introduction
Features Competency
Overview Of
Product / Service
Being Launched
Product Introduction
Explain here about your product in detail
Core Competency
Explain how your product is different from that of your
competitors and how it provides you a competitive
advantage
Product Features
Explain the key features of your product

7
Product Portfolio
This is a representative image, and
should be replaced by your own
image. Just right click and replace
image.

Product Portfolio8
YourTextHere
image.
YourTextHere
image.
YourTextHere
image.

Elevator Pitch For Product
Value Proposition Framework
Target Customers
Adapt it to your needs and capture your
audience's attention.
Product/Solution Description
Main Problem
Competitive Advantage
Primary Benefit To Customer
Product/Solution Substitute
9

Target Audience
Geographic
» Region : Your Text Here
» Country : Your Text Here
» Population : Your Text Here
» Climate : Your Text Here
Demographic
» Age : Your Text Here
» Gender : Your Text Here
» Nationality : Your Text Here
» Ethnicity : Your Text Here
» Occupation : Your Text Here
» Income : Your Text Here
» Family Size : Your Text Here
Psychographic
» Lifestyle : Your Text Here
» Personality : Your Text Here
» Values : Your Text Here
» Interest : Your Text Here
Behavioral
» Brand Loyalty : Your Text Here
» Benefits Sought : Your Text Here
» User Status : Your Text Here
» Usage Rates : Your Text Here
» Occasion : Your Text Here
» Readiness to Buy : Your Text Here
10
With the help of this
slide, you can explain
your audience about
your target customers

Target Audience11
Geographic
Region : Your Text Here
Country : Your Text Here
Population : Your Text Here
Climate : Your Text Here
Demographic
Age : Your Text Here
Gender : Your Text Here
Nationality : Your Text Here
Ethnicity : Your Text Here
Occupation : Your Text Here
Income : Your Text Here
Family Size : Your Text Here
Psychographic
Lifestyle : Your Text Here
Personality : Your Text Here
Values : Your Text Here
Interest : Your Text Here
Brand Loyalty : Your Text Here
Benefits Sought : Your Text Here
User Status : Your Text Here
Usage Rates : Your Text Here
Occasion : Your Text Here
Readiness to Buy : Your Text Here
Behavioral
With the help of this
slide, you can explain
your audience about
your target customers

Product/Service Positioning
Key Benefit
Biggest benefit that the target
market derives from your offering
Competitive Alternatives
If customers are not using your
product, then what are they using
Target Segment
The market for targeting
What is it
Description of the product
Market Category
The market that you compete in
Primary Differentiation
Attributes which sets you apart
Product
Name
12

New Product/Service Launch Overview
New Product
or Service
Ready for
Launch
Marketing
Plan
Advertising
Product/ Service
Manuals
Buyer
Personas
Sales Kit,
Sales
Training
Customer
Satisfaction
Surveys Loyalty
Program
Websites,
Customer
Demo, Social
Media Strategy
LAUNCH
PRE-LAUNCH POST-LAUNCH
13
This slide gives an
overview about all the
stages that are involved
during a launch
process. It also includes
key strategies that
could be involved in
each stage

Product/Service Pricing Analysis
S.No. Product/Service Pricing Pricing Rationale
1 Product 1
2 Product 2
3 Product 3
14

Product Launch Timeline15
Setting up a deadline
plays a very vital role in
the success of a product
launch. Identify the task to
be completed in scheduled
time & assign
responsibility to a person
for the completion of a
task
3
Months
2
Months
1
Months
2
Weeks
1
Week
Launch
Product
Development
» Product descriptions & portfolio
» Product fact sheet
» Targeting and positioning
» Usage test
» Competitor analysis
» Sample preparation
» Presentation(PPT)
» Social media set up
» E-newsletter design
» Direct mail design
» Print design
» Radio advertising plan
» Promotion video
» Manpower allocation
» Of promotion events
» Launch eventgrand opening
» Speaking engagement
» Email announcement
» PR and events
» Radio commercial
» Web update
» Social media update
» SEO
» Press release
» Sample deliver to channel
» Buyers and target media
» Sale guide
» Sale training
» Promotion and sale kit
» Product in inventory
» Distribution strategy
» Pricing
» Promotion strategy
» Web design
» Mobile app design

Launch Planning: Key Steps And Tools16
Step Purpose Sample Tools
Product Positioning Analysis
Carve out & articulate your new products niche
within the larger category
» Product Placement Worksheet
» Customer Segment Profiling Template
Volume Protection Analysis
Forecast and plan for production requirements
immediately following
» Demand Forecasting interview Template
» Volume Projection Guidelines
Distribution Analysis
Identify optimal distribution channels for taking your
product to market
» Distribution Planning Checklist
» Channel Partner Evaluation Scorecard
Budget Analysis
Allocate resources to support the new products
launch: set deadlines for taking the product to
market
» Marketing Budget Planning Template

Phase 1 Tactics: Buzz
Internal
Channel
Customers
Prospects
Promotional
Awareness
WHAT, HOW & WHY
» Email Marketing
» FAQ prepared
» ABC Training
» Inside Sales Training
» Website updated
Awareness & Demand
Generation
» Identify the channels for proper targeting of
relevant audience
» Deploy responsibilities to individuals for
successfully managing an awareness program
Focused on Retention
» Inform your existing
customers
» about your new products
» Customer Referral programs
» Online marketing programs
» Special discount for existing
customer base
Focused on Demand
Gen
» Online Marketing
programs with relevant
channels
» Social Media
Focused on
Awareness/Lead Gen
» Trade Shows
» Conferences
17
PHASE 1
This is the 1st step to
create a buzz about your
product/service in the
market. We have classified
it into 5 key segments
where different tactics will
be used.

Phase 1 Tactics: Buzz
Internal
Channel
Customers
Prospects
Promotional
Awareness
WHAT, HOW & WHY
» Email Marketing
» FAQ prepared
» ABC Training
» Inside Sales Training
» Website updated
Awareness & Demand
Generation
» Identify the channels for proper targeting of
relevant audience
» Deploy responsibilities to individuals for
successfully managing an awareness program
» Inform your existing
customers
» about your new products
» Customer Referral programs
» Special discount for existing
customer base
Focused on Demand
Gen
» Online Marketing
channels
» Social Media
Focused on
Awareness/Lead Gen
» Trade Shows
» Conferences
18
1
This is the 1st step to
create a buzz about your
be used.

Phase 2 Tactics: Launch
Awareness
WHAT, HOW & WHY
» Key offers for partners & key
stakeholders
» Sales Training
» Branding Activities like
designing logo, taglines
Awareness & Demand
Generation
» Channel Presentation
» Customer Presentation
» Press releases
» Competitive Buyback
Program
» Beta Customer Referral
Focused on Demand Gen
» Online Marketing programs
with relevant channels
» Social Media
» New offers to customers
Focused on
Awareness/Lead Gen
» Direct mail promotion
» Trade Shows
» Conferences
Internal
Channel
Customers
Prospects
Promotional
19
PHASE 2
This is the 2nd step where
you launch your
be used.

Phase 2 Tactics: Launch
Awareness
WHAT, HOW & WHY
» Key offers for partners & key
stakeholders
» Sales Training
» Branding Activities like
designing logo, taglines
Awareness & Demand
Generation
» Customer Presentation
» Press releases
Program
» Beta Customer Referral
» Online Marketing programs
with relevant channels
» Social Media
Focused on
Awareness/Lead Gen
» Trade Shows
» Conferences
Internal
Channel
Customers
Prospects
Promotional
20
2
This is the 2nd step where
you launch your
be used.

Phase 3 Tactics: Momentum
Internal
Channel
Customers
Prospects
Promotional
Awareness
WHAT, HOW & WHY
» Continued Trainings
» Internal emails
Awareness &
Demand Generation
» Try & Buy programs
» Customer
Presentation
» Incentive programs
Program
» Customer Referral
» Identify key clients
» Online Marketing
channels
» Social Media
Focused on
Awareness/Lead Gen
» Exhibitions
» Trade Shows
» Conferences
21
PHASE 3
This is the 3rd step after
the launch of your
market. In order to keep
the momentum going, we
have classified it into 5 key
segments where different
tactics will be used.

Phase 3 Tactics: Momentum
Internal
Channel
Customers
Prospects
Promotional
Awareness
WHAT, HOW & WHY
» Continued Trainings
» Internal emails
Awareness &
Demand Generation
» Try & Buy programs
» Customer
Presentation
» Incentive programs
Program
» Customer Referral
» Identify key clients
» Online Marketing
channels
» Social Media
Focused on
Awareness/Lead Gen
» Exhibitions
» Trade Shows
» Conferences
22
3
This is the 3rd step after
the launch of your
market. In order to keep
the momentum going, we
have classified it into 5 key
segments where different
tactics will be used.

Product Launch Detailed Plan
» Camera
» Cloud Data Storage
» Ability to download Apps
» Video Call
» Access to social media
» Android Operating System
» Excellent battery life
» + Building
» + Location
» + Transport links
» - Parking Ample spaces
» + Decor
» + Equipment
» + Product
» + Price
» + Place
» + Promotion
» - Communication
Plan
» Follow Up campaign
Implementing the communication
plan
» - When is the Product launch
Date? November 30th 2011
» - Budget +Perform post-budget
performance review.
» +Target Audience
» + What type of Event
» +Target Audience
» +Event Goals &Objectives
» - Number of Attendees- 500
» - Budget $20,000
» - Data of Event November 10th 2011
» + Website
» + Social Media
» - Email Campaigns -Emails
contains key content from
the Event
» - Search Engine Ads +
Targeting Keywords
Implement The Marketing
Communication Plan
Needs to
accommodate the
number of
expected attendess
-Product Design
-Pre Planning
-Venue
+ Additional
Considerations
- Marketing
-Post Event
+ Program
Product
Launch Plan
23

Marketing Plan24
Advert features on
sports & celebrity
magazines
Search Engine
optimization
Online Review
Large Scale
promotion
(neighbors by
numbers)
Radio Jingles
Advert features on
sports & celebrity
magazines
Press
Release/online
reviews
Emails & SMS
campaign
Online Reviews
Large Scale
promotion
(neighbors by
numbers)
Search Engine
optimization
Emails, SMS &
online campaign
1st
Month
2nd
Month
3rd
Month
4th
Month
5th
Month
6th
Month
Mention the month
wise marketing
strategy that will be
used to promote the
product.

Typical Product
Launch Marketing
Process
» Traditional media
» Social media
» PR & bloggers outreach
» Launch event
» In-store displays
» Measure impact
» Sustain buzz and
conversation
» Testimonials &
reviews
» Case studies or
success stories
» Traditional media plan
» Social media plan
» Outreach plan for
press/bloggers
» Advance outreach
» Create brand assets
for launch (video,
Images, written
content)
» Sales/partner training
25

External Communication Tools26
Customer Presentation
Channel Presentation
Sales Tools
Website
Datasheet
External
Presentation
Case Studies
White Papers

Lead Generation Activities27
Target database
acquisition
Conferences Direct mail promotion
Communities
Nurturing campaign
Other online
marketing programs
Trade shows Magazine
advertisement
Road show with tech
partners
Mention some lead
generation activities
that will be helpful in
business
development

Lead Generation Funnel
Traffic
Lead
Nurturing Process
High
Quality Leads
Lead
Capture Page
Value-
Adding Content
05
04
03
02
01
01
02
03
04
05
28

Press Release Plan29
Press
Release
Analyst
Report
Analyst
Briefing
Webinars
Partner
Press release
Media
Briefings
Media
Presentation
Customer
Spokesperson
15th March
30th March
15th May
30th May 30th June
15th June
30th April
15th April

Social Media Plan30
15 March
Blogger Twitter Snapchat Linked. in
Facebook You Tube Instagram We Chat
15 April 15 May 15 June
30th March 30th April 30th May 30th May

Sales Training Plan
Online Sales
Training 15th March
Online Support
Training 30th March
Field Training
15th April
FAQ Training
30th April
Use
Cases Training
15th May
31

Marketing Budget32
Category
Q1
Jan ($) Feb ($) Mar ($) Q1 Totals ($)
National Marketing 100.00 100.00 100.00 300.00
Banner Ads 100.00 100.00 100.00 300.00
Local Marketing 1,500.00 - - 1,500.00
Newspaper 600.00 600.00
In- store marketing 400.00 400.00
POP 500.00 500.00
Public Relations 1,800.00 1,800.00 1,800.00 5,400.00
Sponsorships
Press Releases 1,800.00 1,800.00 1,800.00 5,400.00
Webinars -
Conferences -
Client Events -
Content Marketing 1,200.00 - - 1,200.00
Sponsored Content -
Landing Page 1,200.00 1,200.00
White Papers/ eBooks -
Social Media 600.00 600.00 600.00 1,800.00
Twitter 100.00 100.00 100.00 300.00
Facebook 100.00 100.00 100.00 300.00
Pinterest 100.00 100.00 100.00 300.00
Instagram 100.00 100.00 100.00 300.00
google+ 100.00 100.00 100.00 300.00
LinkedIn 100.00 100.00 100.00 300.00
Category
Q1
Jan ($) Feb ($) Mar ($) Q1 Totals ($)
Online 800.00 400.00 200.00 1,400.00
Blog 800.00 800.00
Website -
Mobile App 400.00 400.00
Mobile Alerts -
Email Newsletter $ 200.00 200.00
Advertising 3,350.00 - - 3,350.00
Online 2,500.00 2,500.00
Print 850.00 850.00
Outdoor -
Radio -
Television -

33
Go-To-Market Strategy
WHAT are you
Trying to
Market
This slide is 100% editable. Adapt it to
your needs and capture your
Key Attributes of your
product/solution
Business
Model
Price
Positioning
Market
Position

Go-To-Market Strategy34
Target Markets
» Your Text Here
» Your Text Here
» Your Text Here
Initial Market Penetration
Strategy
» Your Text Here
» Your Text Here
» Your Text Here
Launch Team
» Your Text Here
» Your Text Here
» Your Text Here
Channel/Partners
» Your Text Here
» Your Text Here
» Your Text Here
WHO should be involved internally & externally?

Other Audience
Mention your Key
strategies/comments here
Customers
Mention your Key
Channels
Mention your Key
Value
Proposition &
key Message for
WHY should
they adopt it?
35

36
HOW and WHERE should it be done?
External
Activities
Mention your Key
strategies/comments
here
Tools For
Customers
Mention your Key
strategies/comments
here
Tools For
Internal Audience
Mention your Key
strategies/comments
here

Channel Partner Training Plan37
Prepare advanced, hands on training program and deliver it live via WebEx Trainings & it
includes the following:
› Point A
› Point B
› Point C
Face-to-face & Online Training
› When it is to be launched
› All trainings, instructional guides and announcements will be available on (mention
platform name)
Video Library
To provide recent news on promotions, incentives, sales tools and more. Add other
details as well like person who is accountable for implementing, timelines etc.
Channel Flash Email Newsletter

List of Channel Partners
Tier 1 Channel Partners
Name 1 Mention Key Comments
Tier 2 Channel Partners
38

Channel Product Pricing
S. No. Product/Service Pricing Pricing Rationale
1 Product 1
2 Product 2
3 Product 3
39

Competitive Analysis
Product X
(Insert A Product
Image
Own
Business
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Design
Price
Performance
Quality
Additional Functions
Equipment
Expected Product Service
Life
Overall Assessment 6 3 4 3 3
40

Revenue & Costing Forecast
USD
4 MM
Accumulated Cost for all
years due to this project
USD
10 MM
Accumulated Revenue for all
years generated by this project
FY18 FY19 FY20 FY21
Revenue (MM) 0.45 2.6 3.4 3.7
Cost (MM) 0.9 1.1 0.95 1.05
41

Beta Program Overview42
Target Date: 15th September Target Date: 15th December Target Date: 15th March
Aims Of Beta Testing
High Initial product quality and
early customer engagement
Early customer references and
testimonials
Generate more Bookings &
Revenue
Alpha Testing
Done In A Lab Type
Environment
Full Scale
Show
Alpha
Testing
Beta
Testing
Beta Testing
Includes A Limited Group Of
Users Outside Of The Company

43
START
END
Project Kickoff
2015
Investor
Presentation
2017
Private
Beta Out
2019
Roll Out
2021
First
Prototype
2016
Alpha Out
2018
Public Beta
2020
Plan
for Future
2022
Beta Program Timeline

Beta Customer Feedback44
261
Happy Clients
1700
Customer Complaints
Received
1250
Completed Tickets
120
Working Hours

Learning From Past Projects45
Unclear or Wrong
Audience / Market
Little Marketing Resource or
Unclear Differentiation
Product is Too New or Too Different
Product Priced Too High
Bad or Weak Product Claims & Advertising
Crisis Issues :Product / Quality Supply / Regulatory
Everything
Depends on PR
Not Enough $ for PR, Marketing,
Launch &/or Sustaining Sales
Too Much or Little
Social Media
In-house Marketing Campaign isn't Objective
Sales Buy- in or Knowledge Lacking
Spokesperson Issues
Lack of Influencers Supporting Launch
Upfront
Product
Resources
Support

Product Launch Tracking
Area Remarks Status
Communication
Global news magazine launched week 7. Remaining deliverables to be completed in
<Arch 2017 including final launch events in regional offices…
Training
I initial user training completed. Implementation in HR system pending resources
availability. Handover process agreed with HR. New plan in place to improve timeline.
Development New module launched successfully February 13 as scheduled.
Unit 1 Deployment
Deployment will be delayed to unit 2 deployment completed. Decision to be approved
by steering committee 15.2
Unit 2 Deployment 85% completed. Progressing as planned.
Regional Infrastructure
New infrastructure successfully implemented January 29. Infrastructure gap analysis
completed preparation to analyze, identify issue & assess needs. Action have been
taken.
Alarm, critical deadlines overdue
no clear actions taken
Alarm, deadlines overdue, clear &
relevant actions taken/on going
In control, running according to
objectives & timeline
46

Marketing Plan For A New Product Launch Icon Slide47

Bar Chart
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
0
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FY' 12 FY' 13 FY' 14 FY' 15 FY' 16 FY' 17 FY' 18
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Financial years
49

Rader chart
» Product 01
your needs and capture your audience's
attention.
» Product 02
attention.
Jan
Feb
Mar
Apr
May
Jun
50

51
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on it and select “Edit Data”.
Bubble
Chart
» Product 01
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and capture your audience's attention.
» Product 02
» Product 03

Stacked Bar
100
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Unit Count
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and select “Edit Data”.
» Product 01
attention.
» Product 02
attention.
52

Clustered Column
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Jan Feb Mar Apr
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» Product 1
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needs and capture your audience's
attention.
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» Product 2
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Scatter Chart
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$0
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X-Values
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» Product 1 » Product 2
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This graph/chart is linked to excel, and changes automatically based on data. Just left click
on it and select “Edit Data”.
Product 01
Product 02
Product 03
Product 04
Donut Pie
Chart
40%
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10%

Open High Low Close
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Area Chart
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» Product 1 » Product 2
57

Pie Chart
11%
20%
78%
60%
20172016
8%
15%
62%
15%
58

60
Our Mission
Mission 01
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capture your audience's attention.
Vision 02
Goal 03

Professional
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it to your needs and capture your
Creative
Talented
About Us
61

Julie Hill
Web Designer
John Parker
Sales Manager
Tom Torres
Developer
Lily Albert
CEO
62
Meet Our Team

Puzzle
02
0304
01
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Adapt it to your needs and
capture your audience's
attention.
attention.
attention.
attention.
63

Location
USA
Australia
Brazil
Russia
64

Mind Map
Text Here
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Text Here
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65

Hierarchy66
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Silhouettes
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68
Bulb
With Idea
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needs and capture your audience's attention.
02
0301

Important Notes
attention.
01
attention.
02
attention.
03
attention.
04
69

Timeline
2012 2013 2014 2015 2016 2017
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your needs and
capture your
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Our Goal

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You were born to WIN,
but to be a winner, you
must plan to win,
prepare to win, and
expect to WIN.
- Zig Ziglar
attention.
attention.
Quotes

attention.
attention.
Financial
35%
45%
55%
60%
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50
9010
80
0
70
60
100
20
30
40
75%
Dashboard

Venn
audience's attention
01
02
03
04
05
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Magnifying Glass
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editable.
This slide is 100%
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editable.
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editable.
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Thank You
Address
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress123@gmail.com
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Product Launch Plan

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