9. Identify how an electronic product should be launched & explain how customer needs are identified for new product.

Monday, 10 February 2014

9. Identify how an electronic product should be launched & explain how customer needs are identified for new product.

Once a product is developed, effectively product launch becomes the critical step to its success. The Product Launch Process must address all the steps necessary to

• Start volume production
• Plan and execute marketing activities,
• Develop needed documentation
• Train sales and support personnel (internal and external)
• Fill channels, and
• Prepare to install and support the product.

An improved product launch process results in faster time-to-market and time-to-profit. Activities are better planned and coordinated and more tightly integrated.

The following serves as a checklist for product launch activities:

o A product launch plan has been prepared covering all activities to be performed by Engineering, Manufacturing, Marketing, Sales, Product Support, and Field Service.
o Functional departments understand their responsibilities for launch activities.

o Product performance has been evaluated through testing and qualification and the product meets its defined requirements.
o All product design documentation has been completed and approved.
o Technical data sheets have been prepared.


o Required manufacturing process documentation or outputs (e.g., work instructions, CNC programs, manning plans, etc. are complete.
o Production processes have been proven using either pilot production lines or actual production lines.

Marketing and Sales

o Market receptivity has been evaluated by key customer feedback, focus groups, test markets, or beta tests prior to launch.
o A promotion and advertising plan has been developed.

Product Support

o Necessary support resources are hired and in place.
o Service and support personnel have been trained or a phased training program is underway.

A key success factor in developing a new product is to understand and act on the unique needs of high value customers.

Customers have six basic buying needs pertaining to the product:

Finding out which buying needs are most important to your customers will allow you to match these needs to the benefits of your products. For example, a customer’s buying need might be for comfort and economy - “This mobile phone has dual sim capability with a convenient size, so therefore will be extremely comfortable”

Customer expectations

The customers will have differing needs and wants, however customers have common expectations. The importance of these expectations may vary, depending on the type of product or service they require.

Common expectations are:

• Service
Customers expect a level of service that they think is appropriate for their type of purchase. Someone who makes a small, spontaneous purchase may have a lesser service need that a customer who makes a large purchase.

• Price
The cost of everything we purchase is becoming increasingly important; therefore the price component becomes a vital issue. The temptation for a business to compete on price is financially dangerous. It is a practice that should be avoided unless you have set out to be a ‘discounter’.

• Quality
Customers have expectations of quality and durability. They are less likely to question price if they are doing business with a company that has a reputation for quality.

• Action
Customers need action when a problem or question arises. Everyone has a need for recognition and likes to be treated as a ‘priority’.

In short, if you want to develop a new product or service, exploratory market and customer research should be an essential and continuous component of the process. It provides the foundation and platform for effective idea generation and creativity management. "It describes customer or consumer needs, wants, gripes, complaints, and problems that each have about the performance of a certain activity, function, process, life event, or product.



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