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PERTEMUAN 21-22. IMPLEMENTATION OF THE STRATEGIC PLAN (Implementasi Perencanaan Strategi). TIK. Mahasiswa mampu menghasilkan strategi launching produk baru. . Classic Product Life Cycle. Gambar 18.1. The Launch Cycle. Figure 18-1. Sales and Expenditures. Sales. Expenditures.

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pertemuan 21 22

PERTEMUAN 21-22

IMPLEMENTATION OF THE STRATEGIC PLAN

(Implementasi Perencanaan Strategi)

slide2
TIK
  • Mahasiswa mampu menghasilkan strategi launching produk baru.
the launch cycle
The Launch Cycle

Figure 18-1

Sales and

Expenditures

Sales

Expenditures

Prelaunch Beachhead Early growth

Announcement

launch tactics
Launch Tactics
  • The Communications Plan
  • The Copy Strategy Statement
  • Personal Selling
preannouncement
Preannouncement
  • Getting to be popular, and very creatively managed.
  • Far from the old days of “tease the public.”
  • Preannouncement signaling may be used (“vaporware”).
beachhead
Beachhead
  • This refers to the heavy expenditure needed to overcome sales inertia (“getting the ball rolling”).
  • Steep rising expenditures curve during this period, up to point where sales are increasing at an increasing rate.
  • Begins with the announcement.
  • Key decision during beachhead: when do you end it? How do you know inertia has been overcome?
copy strategy statement
Copy Strategy Statement
  • Communications tools used at launch will have certain deliverables.
  • The way in which the firm communicates these deliverables to the advertising and promotion creative people is the copy strategy statement.
  • Typical contents:
    • The market segment targeted
    • The product positioning statement
    • The communications (promotion) mix
    • The major copy points to be communicated.
typical examples of copy points
Typical Examples of Copy Points
  • “The provider of this insurance policy is the largest in the world.”
  • “This cellular phone has no geographic limitation.”
  • “Dockers are available at JCPenney.”
  • “Future neurosurgeons benefit from the hand-to-eye skills of computer games like this one.”

There is no limit to the choices here, but there must be a

focus. Only a few copy points are going to be accomplished

at a time.

a t a r goals the new product group s obligation
A-T-A-R Goals: The New Product Group’s Obligation
  • New product group must persuade itself and management that the plan can achieve the necessary awareness, availability, trial, and repeat purchase...
  • and that it can do so in sufficient quantity and at acceptable cost.
awareness
Awareness
  • Measuring Awareness
  • Methods for Getting Awareness
motivating distributors
Motivating Distributors

Figure 18-3

  • Increase distributor’s unit volume.
  • Increase distributor’s unit margin.
  • Reduce distributor’s cost of doing business.
  • Change distributor’s attitude toward the line.
barriers to trial
Barriers to Trial
  • Lack of interest in the claim.
  • Lack of belief in the claim.
  • Rejecting something negative about product.
  • Complacency.
  • Competitive ties.
  • Doubts about trial.
  • Lack of usage opportunity.
  • Cost.
  • Routines.
  • Risk of rejection.
summary
Summary

…..

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