What should you consider when developing a product launch strategy for a new market?

You have to be aware of what is going on in the country, region, and continent for potential problems. As we know, war, corruption, and other issues come up that can disrupt messages, distribution, and many forms of technology. This is aside from the traditional fit with the culture. Each company should have a backup plan for the distribution of products, services, and technologies. Are you planning on launching in a globally disrupted area and is it the right time?

Make sure you know your new market thoroughly, and not just demographics and size. Strive for a deep understanding of cultural norms, paths-to-purchase, influencers, media consumption, etc. Enlist the help of those who live and work in the market for potential obstacles. And above all else, don't settle for the superficial insight. Keep digging until you find the intrinsic hook, value, positioning that makes you distinctive and irresistible.

Understanding Where To Play and How To Win is a crucial strategic thinking process that one has to go through rigorously. Roger L.Martin is a great Strategy Top Voices That I've learned from. Market research can be daunting if you don't have a direction or a guidance on how to perform it. The perspective of Roger Martin in this part would be a great help to start with in conducting a Market Research.

To navigate the complexities of a new market, consider enlisting the guidance of local cultural experts and advisors. Leverage their insights into cultural nuances, regulatory landscapes, and consumer behaviors.

I firmly believe the foundation of innovation is rooted in consumer insights. Throughout the course of your development, your foundational insights should serve as both a guide and validation metric.

Entering new markets would need to check and analyse many things (channels, consumers, competitors...), but if you go with an existing product/brand do not forget that its positioning is not yet stablished or it could be quite differently perceived compared to your market of origin so your actions and plans should be quite different. A leading brand in one market could need to be launched as challenger in a new one and your organization should be aware of that.

Leverage analytics and customer insights to refine your channel strategy over time. Identify emerging trends and shifting customer preferences to stay ahead.

Distribution channels should be aligned with the overall sales and marketing strategy. It's not just about visibility, reach, and product access; it's about margins and the cost of service

Ich war immer ein Freund des Sanduhrprinzips, aber mittlerweile sehe ich die Analyse der verschiedenen Vertriebskanäle im Lebensmittelhandel als absolut obligatorisch. Die Sichtung der Kanäle wie: Offlinemärkte, Online-Plattformen und spezialisierte Geschäfte, ist essentiell. Dies hilft bei der Bestimmung der effektivsten Vertriebsstrategien. PostLaunch sollte die Effektivität der Strategie überwacht und gegebenenfalls Anpassungen vorgenommen werden, um die gewünschten Ergebnisse zu erzielen. Investiere in Marketingmaßnahmen, um die Produktsichtbarkeit zu steigern und halte engen Kontakt zum Kunden, um deren Bedürfnisse besser zu verstehen und Beziehungen aufzubauen. Nach einer soliden Kanal(Markt-)durchdringung folgen andere Kanäle.

The biggest mistakes I did in my marketer and innovator's career where rooted in lack of Sales' engagement early in the development process. Although people in Sales might be focused on the short term and resistant to innovation because it disrupts established sales routines, their insight into the channels and how to reach consumers is essential for a successful launch - as it is their commitment. Even when you chose to go only online with a specific product, somebody has to sell or at least manage the interaction between online and physical channels. Without a proper and well managed distribution channel any new product will fail. Often, the failure is an organizational one, i.e., la lack of engagement between Sales and Marketing.

Mastering the 4Ps ensures that businesses meet customer needs and navigate market dynamics effectively. Aligning products, pricing, markets, and promotion allows companies to create a robust strategy, propelling them forward in the ever-evolving and competitive business environment. It's a holistic formula for sustained success and growth.

Craft a pricing strategy that reflects the perceived value and affordability within the new market. Conduct thorough market research to understand pricing benchmarks and consumer expectations.

La mezcla de marketing es crucial para triunfar en nuevos mercados. Adaptar las cuatro P: producto, precio, plaza y promoción, es vital. Es importante que el producto cumpla con las expectativas de calidad del mercado, que el precio sea justo y accesible, que el lugar de venta sea coherente con los hábitos de los consumidores, y que la promoción destaque lo único de nuestro producto y conecte con los clientes. No olvidemos monitorear y ajustar constantemente esta mezcla según la retroalimentación recibida. ¡Es un proceso dinámico y clave para el éxito

Dentro dos 4Ps, oriento sempre a direcionar a pesquisa na premissa do P principal, exemplo se vamos medir penetração, importante medir a pesquisa partindo como premissa principal a praça e incluindo os outros PS na jornada.

Marketing, as the cornerstone, employs various tools to streamline the sales process. Effective strategies such as targeted campaigns, social media engagement, and customer-centric approaches enhance not only visibility but also make the sales journey smoother. Without well-planned marketing, navigating the challenges of sales can become an uphill battle.

To ensure consistency of message across all communication points I recommend doing a "one room" test. This is where you post all of your external communication in one location for the team to review. You instantly spot off message communication.

The launch is done well in advance of the public awareness. 🚀 For a successful product launch in a new market: 1. Pre-Launch: Conduct extensive market research; refine product based on insights; plan marketing and distribution strategies. 2. Launch Phase: Execute a targeted marketing campaign; establish distribution channels; ensure product availability. 3. Post-Launch: Monitor sales and customer feedback; adjust marketing and distribution tactics as needed; focus on customer engagement and retention. This focused approach ensures effective market entry and sustained growth

Execution is a key factor for success. 10% is regarding the concept idea, 90% execution. Launching is part of this execution, and the most crucial one. Consider a roadmap , considering A, B, C possibilities to iterate during the execution. Make a great strategy, while adapting on the way.

Be sure to factor in the time to launch. Some industries change fast and the last thing you want is to be launching a product to a market that has already hopped on the next trend.

Desde la perspectiva del Product Management, un plan de lanzamiento efectivo exige: Involucración anticipada de áreas clave (CX, Mktg, Ops, etc) para asegurar alineación desde el inicio. Explicación detallada del producto, transmitir beneficios y anticipar problemas construye confianza. Constitución de un equipo central, referentes de cada área para garantizar respuestas rápidas y coordinadas. Planificación de releases controlados, que permiten ajustar estrategias antes de la implementación masiva. Colaboración estrecha con Marketing, para comprender y comunicar la propuesta de valor buscando maximizar el impacto. Un plan de lanzamiento exitoso combina táctica, colaboración y adaptabilidad para una ejecución fluida y un impacto positivo.

Iealerweise sollten im LaunchTeam sowohl passionierte als auch professionelle Mitarbeiter sein. Die Leidenschaft treibt Innovation voran und fördert das Engagement, während professionelle Fähigkeiten eine strukturierte Umsetzung und Effizienz gewährleisten. Ein ausgewogenes Team, das sowohl die Begeisterung für das Produkt als auch die erforderliche Fachkompetenz mitbringt, kann Synergien schaffen und den Launch-Prozess optimieren. Mein Ziel wären Mitarbeiter, die nicht nur fachlich qualifiziert sind, sondern auch eine authentische Leidenschaft für die Unternehmensziele zeigen, um eine erfolgreiche Einführung zu unterstützen. Kommunikation und Zusammenarbeit sind entscheidend, um die Stärken jedes Teammitglieds bestmöglich zu nutzen.

To obtain insights from a multifunctional team, carry out dynamics using Miro and innovation methodologies such as Design Thinking, which has tools such as Brainstorming. Invite your colleagues from various areas and compile as much information as possible, there are no right or wrong answers.

The most important driving force behind successful launch and commercialization was team collaboration, especially the ability to unite around one direction and execute as a team. This level of collaboration is hard to achieve in most businesses, since different functions with different reporting structures and incentives are responsible for different elements of the product launch. The best performers establish a cross-functional launch department to orchestrate and integrate activities across functions and geographies. This department operates like a center of excellence overseeing the launches and is the mechanism for bringing the right people together—marketers, social-media experts, developers, customer-service people, designers, etc.

Do we have the launch team, do we have the people that possess the knowledge and skills to execute the process and bring it to its successful end. And that is the exact point where companies are struggling the most.

The most successful launches I led or participated to in my career were the result of great teamwork. I remember one in particular, the launch of a new line of frozen ready meals. We wanted every discipline involved in the development and committed to the new line, so everyone - even Finance - participated in the tasting of the new recipes and in the home visit we did to validate the products. As a result, everyone was committed to the new line, which was critical to overcome every difficulty from retailers objections to manufacturing problems. Teams are even more essential now, especially if you also launch online where everyone is involved from IT to Sales, from Supply Chain to eCommerce manager. A great product leader is a team builder.

The primary metric is always customer satisfaction. Satisfied customers spread the good word; encourage them to do so, which should reflect in a steady increase in revenue. Beware of metrics; typically, when they become targets, they become distorted.

Von Anfang an sollte ein hohes Maß auf Professionalität gelegt werden. Ein Tracking (mittels CRM/Excel) von quantitativen Kennzahlen wie Verkaufszahlen, Umsatzwachstum und Kundenakquisitionskosten sind maßgeblich. Zudem eine Analyse der Conversion-Raten und des ROI nicht vergessen. Die Ergänzung durch qualitatives Kundenfeedback (Umfragen, Bewertungen und direkte Interaktion) ist ein gleichwertiger Schlüsselfaktor. Sowohl positive als auch negative Rückmeldungen sich wichtig, um Produktverbesserungen zu identifizieren und die Kundenzufriedenheit zu steigern. Ein ganzheitlicher Ansatz, der quantitative und qualitative Aspekte vereint, bietet eine umfassende Perspektive auf den Erfolg und die Weiterentwicklung des Produkts.

No debemos olvidar el seguimiento y revisión disciplinada, he visto a muchas empresas invertir cantidades importantes de dinero en nuevos productos, después de unos meses se conforman con el “no funcionó” o“adelantados a nuestra época” cuando en realidad fue la falta de enfoque y desarrollo comercial del producto lo que no permitió su crecimiento. Con la revisión disciplinada, podrás detectar en donde tienes la caída de ventas y/o falta de conversión.

La estratégia digital ha tomado mucho impulso, lograr generar impacto en las redes correctas para el target puede cautivar y no necesita una inversión alta.

Evaluating your launch plan using qualitative and quantitative should be relevant to your product. For example for new mobile app. evaluation criteria can be number of app download, customer acquisition and monthly active users. All of them gives you overall picture of how well your app is accepted and even reached right audience. For qualitative having net promoter score and Surveys are good for any product giving you customer insights and what are preferences for your customer I recommend tracking metrics within first weeks to first quarter and capture it in tableau or other Dashboard where it’s easily concise

Have a "market research to product launch" calendar. I know this sounds more like "project management" vs. "product management", but I know so many product managers that get lost in some of the phases of launching a new product, when it finally comes out, their product just gets shelved. Create a quick spreadsheet, give yourself some self-imposed extreme deadlines that hit milestones in each phase, and run with it. Maybe you'll only explore and launch the MVP of MVPs, but that's fine. You learn more from your MVP hitting the market than from analyzing guesstimates.

Patience, product market fit takes time - learn and pivot, try to do a lot yourself in the early days so when you get paid support in you and challenge them on strategy if you need to spend to grow.

Also you need to communicate with other departaments to ensure the success of the launch and pricing strategy for each channel: - Get insights from sales and customers. - Stablish a plan with Trade Marketing to power product visibility. - Review with Supply Chain area availability of the product. - Get in touch with communication area to make pre launch campaign. Calculate right pricing for the correct positioning into the market vs competitors and ensure a high profit per product in order the P&L of the brand is correct every month according financial figures.

Na nova economia temos que nos atentar à fragmentação da disciplina de marketing usada pelas NDB, marcas nativas digitais. Mentorando scale ups e start ups, percebo que é muito comum a discussão de marketing ficar apenas na área de comunicação digital, sem vincular o marketing mix na análise. Sugiro que sempre seja avaliado o marketing mix na discussão com essas empresas para contribuir com a sustentabilidade da mesma.

Consider tracking the established KPIs and keep connected to your target to understand how the product is performing in market. Keeping these close to you will give you agility on what needs to be pivoted, or what can be done to guarantee product success. Keep in mind to be authentic to the brand essence and to position the product as a helper to a certain audience you want to reach. Remember the product is not the hero, the hero is the people that will buy it.