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 Prelaunch Beachhead Early growth Announcement
Launch Tactics • The Communications Plan • The Copy Strategy Statement • Personal Selling
Tactical Launch Decisions and Actions, Showing Influences on Demand Figure 18.2
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 • 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 • 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 • “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 • 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 • Measuring Awareness • Methods for Getting Awareness
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 • 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.
Appropriate Launch Tactics Given Relative Advantage and Compatibility Figure 18.4