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PRODUCT MANAGEMENTPRESENTATION

NEW PRODUCT LAUNCHING

STRATEGIES

Krishnan unni T.U

S3 MBA

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NEW PRODUCT LAUNCH

IS. Crucial aspect

Affect success or failure

Team based efforts contributemore

Innovative approach

Eg:microsfoft windows 95

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DIFFUSION OF INNOVATION

Developed by Rogers

Adopters classified into 5

Innovators,early adopters,earlymajority,late majority and laggards

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Four Elements in Diffusion ofInnovations:

Diffusion is a process where:

1) an innovation

2) is communicated through certainchannels

3) over time

4) among members of a social system

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Innovators

Innovators:

active information-seekers about new ideas.

have a high degree of mass media exposure

their interpersonal networks extend over a

wide area.

can cope with higher levels of uncertainty

about an innovation than are other adopter

categories.

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Early adopters

Embraces new technology before mostother people do.

sooner than most of their peers

conceive and develop new methodologies

and technologies, and who often end up

running large IT corporations or founding

new ones. .

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EARLY MAJORITY

The first sizable segment of a population

to adopt an innovative technology

will adopt a new product after seeing used

successfully by either "innovators" and

"early adopters" that they know personally.

less affluent and less educated than

innovators and early adopters, but are

willing to take a chance with a new

product.

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Late majority

Adopt a new product only after seeing that

the majority of the population already has.

People in this segment are typically older,

less affluent and less educated than

segments that more readily adopt

innovating products.

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LAGGARDS

which is the last group to try or adopt a

new product.

It consists largely of seniors, and those

with low socioeconomic status.

Laggards use friends and neighbors

as information sources, dislike change,

and accept new things only when forced to

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Rate of easy adoption

Relative advantage

Compatibility

Complexity

Trialablity

Observability

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RATE OF ADOPTION

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Launch of types of products

INNOVATIVE

IMITATIVE

ME TOO

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NEW PRODUCT SUCCESS

Often failures because of lack in value

Information driven economy

Forget customer desires

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TO suceeeed

Distinguish

Competencies

Needs /wants

Timely

Innovative

Ensure customer satisfaction

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LAUNCHES IN 2012

Microsoft Unveiled Window 8 in India

Apple Launched Smaller Tablet i Pad Mini

Maruti Suzuki Launched Alto 800 in India

ITC launched Grand Chola a luxury five Starhotel in Chennai

Samsung unveiled New Tablet called Galaxy

Note 10.1 Tablet in US, Britain and SouthKorea

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Toshiba launched its new Thinking LEDrange RZ1 of TV sets

Nokia launched Window-based phoneLumia 610 at 12999 rupees

Hindustan Unilever launched PureitAdvanced

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