Managing Strategic Issues of a New Product Launch

On this course we work through those issues which affect complex product launches as well as dealing with the “people” issues that so often cloud simple launches. The course shows when people issues are likely to be more important than straightforward marketing skills and how to deal with these situations. The two-day course is very interactive and hands on with full opportunity to work through real life examples provided by the delegates themselves.

Course Outline

• The content and control of new product launches
• The organisational context; risk assessment and management
• The product launch process
• Working with other people; management styles; attitudes and behaviours; the power issue
• The art of persuasion; listening; handling and giving criticism; hidden agendas; structuring arguments

Launching a New Product - A Tactical Approach

This tactical one-day workshop is designed to equip product managers with tools to enable them to successfully support the sales team. Launching New Products provides a practical guide on how marketing can support the sales force using classical and not so classical concepts applied to real scientific marketing situations.

Course Outline

• Compiling a product launch folder
• Training the sales force
• The negotiation process; types of negotiator; negotiation tactics
• Developing materials