Launch Archetypes: The Bedrock of Successful Launch Strategies
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Description
Nearly half of all launches fail to meet first-year financial expectations. From the moment commercial planning begins, new product launches face a gauntlet of challenges. By applying a scoring model to new product launches, four archetypal launch profiles have been identified. Each Launch Archetype is defined by the product’s ability to fulfill a currently unmet need in the market and level of differentiation.
Understanding which Archetype defines a product’s launch can increase its chance of succeeding. Each Archetype comes with its own set of considerations, marketing implications, and associated launch challenges. Thus, a product’s Archetype should factor into key aspects of the launch plan including the product’s positioning, critical success factors (CSFs), key performance indicators, and the promotional budget.
Key Takeaways:
- An understanding of Launch Archetypes and their market profiles
- Science Sells
- Market Shaping
- Emphasize the Difference
- Who Benefits
- Strategic trends among Market Shaping launches
- Market factors influencing the trends
- Brand team responses to trends
- How to use Archetypes when developing a launch plan
- Identifying strategic themes
- Enhancing product positioning
- Developing Critical Success Factors
- Determining promotional investment
Presenters:
- Darin DeCarlo, Senior Principal & Segment Lead, Commercial Services, US - IQVIA
- Bill McClellan, CoE Leader, Launch Excellence, Commercial Services, US – IQVIA