{"id":10385,"date":"2022-01-31T07:37:07","date_gmt":"2022-01-31T12:37:07","guid":{"rendered":"https:\/\/flevy.com\/blog\/?p=10385"},"modified":"2022-01-29T12:41:45","modified_gmt":"2022-01-29T17:41:45","slug":"3-pillars-of-product-launch-strategy","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/3-pillars-of-product-launch-strategy\/","title":{"rendered":"3 Pillars of Product Launch Strategy"},"content":{"rendered":"

Mature markets, where the customer base begins to stagnate, call for structured Organic Growth<\/a> founded on a superior Customer Value Proposition<\/a> (CVP).\u00a0 CVP encompasses all that is gained by customers for the money they pay\u2014material as well as intangible.\u00a0\u00a0Customer Value can be articulated by the equation:<\/p>\n

Customer Value = (Product Performance + Service Delivered + Image) \/ Price Paid<\/pre>\n
\"\"<\/p>\n
CVP endeavors can be lacking due to many reasons such as use of incorrect Research Method, misapplication of a correct statistical method, incorrect interpretation of research outcomes in the background of current brand position, market situations, or capabilities system of the company.<\/p>\n
Crafting an effective CVP requires insight and experience, but the probabilities of realization escalate by applying a structured process.\u00a0 Organizations that defy odds and repeatedly thrive with many new-product unveilings lean towards applying a disciplined approach to developing their CVP.\u00a0 The approach that these organizations follow comprises of 3 distinct practices, blending creative inventiveness and analysis. \u00a0The 3 Pillars of Product Launch Strategy<\/a> are:<\/p>\n
    \n
  1. Market-backed Analysis<\/strong><\/li>\n
  2. Darwinian Competitive Review<\/strong><\/li>\n
  3. Capabilities-Forward Assessment<\/strong><\/li>\n<\/ol>\n
    \"\"<\/a><\/p>\n
    Each of the 3 practices has the two-fold effect of being an idea generator as well as an idea sifter.<\/p>\n
    The practices produce fresh thoughts regarding trends for growth and also assist in determining the products and services to launch and the way to position them.<\/p>\n
    Let us go a little further into details of each pillar.<\/p>\n
    Market-Backed Analysis<\/strong><\/h2>\n
    Market Research<\/a> merely queries consumers regarding their attitudes, inclinations, and aversions.\u00a0 Real focus of such research should be on comprehending behavior; such as the trade-offs consumers make when deliberating a purchase. \u00a0\u00a0Market-Backed Analysis is a method of collecting consumer insights that isolates the value imputed by consumers to various components of a product or service, and generates practical information as a consequence.<\/p>\n
    Darwinian Competitive Review (DCR)<\/strong><\/h2>\n
    Executives are always on the lookout for new product and service innovations that can distinguish their companies.\u00a0 New ideas are always more exciting than an innovation that the industry has already introduced.\u00a0 Darwinian Competitive Review suggests that even a new idea must follow some demonstrated Value Proposition\u2014i.e., proven success somewhere else.\u00a0 DCR calls for scrutiny of those Customer Value Propositions that have exhibited success across several markets, and of competitors who have already instituted themselves in those markets.\u00a0<\/strong><\/p>\n
    Capabilities-Forward Assessment<\/strong><\/h2>\n
    Capabilities-Forward Assessment is a thorough evaluation of what the company already does skillfully, and which novel Value Propositions its Capabilities System will be able to sustain.\u00a0 Possessing the correct Distinctive Capabilities<\/a> that are aligned can be the difference between being common place and being great.\u00a0 An example of the above would be the difference between offering a product at low cost and at the lowest cost.<\/p>\n
    Interested in learning more about the 3 Pillars of Product Launch Strategy?\u00a0 You\u00a0can download\u00a0an editable PowerPoint on 3 Pillars of Product Launch Strategy<\/strong> here<\/a>\u00a0<\/u>on the\u00a0Flevy documents marketplace<\/a>.<\/p>\n
    Do You Find Value in This Framework?<\/h2>\n
    You can download in-depth presentations on this and hundreds of similar business frameworks from the\u00a0FlevyPro Library<\/a>.\u00a0\u00a0FlevyPro<\/a>\u00a0is trusted and utilized by 1000s of management consultants and corporate executives.\u00a0 Here\u2019s what some have to say:<\/p>\n
    \u201cMy FlevyPro subscription provides me with the most popular frameworks and decks in demand in today\u2019s market.\u00a0 They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me in a fraction of the time and money of other solutions.\u00a0 I strongly recommend FlevyPro to any consultant serious about success.\u201d<\/p>\n
    \u2013 Bill Branson, Founder at Strategic Business Architects<\/p><\/blockquote>\n
    \u201cAs a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power.\u00a0 For us, it is an invaluable resource to increase our impact and value.\u201d<\/p>\n
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    \u201cFlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients.\u00a0 In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over!\u00a0 The quality of the decks available allows me to punch way above my weight \u2013 it\u2019s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.\u201d<\/p>\n
    \u2013 Roderick Cameron, Founding Partner at SGFE Ltd<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"
    Mature markets, where the customer base begins to stagnate, call for structured Organic Growth founded on a superior Customer Value Proposition (CVP).\u00a0 CVP encompasses all that is gained by customers for the money they pay\u2014material as well as intangible.\u00a0\u00a0Customer Value can be articulated by the equation: Customer Value = (Product Performance + Service Delivered +… 3 Pillars of Product Launch Strategy<\/span><\/a><\/p>\n","protected":false},"author":110,"featured_media":10391,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[1,408,85,81],"tags":[2826,2804,1522,2834,2827,1117,2828,2833,2788,2832,2830,2831,2727,413,141,2829],"class_list":["post-10385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-management-leadership","category-organization","category-strategy","tag-3-pillars-of-product-launch-strategy","tag-capabilities","tag-capabilities-system","tag-capabilities-forward-assessment","tag-customer","tag-customer-value-proposition","tag-cvp","tag-darwinian-competitive-review","tag-market-research","tag-market-backed-analysis","tag-new-product-launch","tag-new-service-launch","tag-organic-growth","tag-product-launch","tag-product-launch-strategy","tag-research-method"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/10385","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/110"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=10385"}],"version-history":[{"count":11,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/10385\/revisions"}],"predecessor-version":[{"id":10399,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/10385\/revisions\/10399"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media\/10391"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=10385"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=10385"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=10385"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}