Product Launch
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Entity helps you research, plan, develop, position and launch new products.
Develop sales revenue, market share and profitability objectives. Entity
writes your product rollout plan and can project manage any phase of
the launch. Key Benefits
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Capabilities
- Entity is expert in all stages of the launch cycle. Is your firm interested in launching the next generation of an existing product line or expanding sales of an existing product to a new market? Entity can help you define the users' needs, interpret market research and direct product development teams. Working with in-house teams and outside vendors, Entity develops the product positioning, advertising, publicity and other communications to reach your audience.
Product Development
- Entity is experienced working with product development teams, coordinating the efforts of designers and engineers to translate user requirements into actual products.
Positioning
- Launch the right product with the right message. Entity develops positioning and develops a clear message targeted at each market segment or audience. Entity helps you decide the right mix of advertising, publicity, packaging, promotion, sales training and ensures that your message is heard. How each new product or service influences the positioning of your firm is an important first consideration.
Project Management
- Timing the launch and coordinating all the schedules for development and communication maximizes impact and profitability. Entity can devise the product roll out schedule, recommend vendors from its extensive list of affiliates or work with your agencies and staff and manage the on-time delivery of any plan element.
Reference Accounts
- Olympus Consumer Electronics
- The company invented microcassette tape recording and sold dictation equipment through retailers and specialty dealers. Twenty to thirty years after the invention, the microcassette was a declining, unprofitable category and Olympus had a very narrow user demographic and relatively low brand awareness in this category. The company studied the user demographic and new developments in the market. It repositioned and repackaged its microcassette line to improve awareness and profitability. To target a new market, it developed new products using digital recording that could interface with a PC and speech recognition and speech to text software. And to broaden its demographic, it conducted focus groups and designed new digital products with input from a larger consumer segment. To maintain its brand identity it began advertising in print and on the web and started running promotions to make consumers and retailers aware of the category. It's market share and profitability increased, several new competitors were blocked from entering the category and its demographic was broadened.
- Olympus Precision Instruments
- This division makes some of the finest optical microscopes in the world. A startup company approached with an exciting technology for medical imaging and telemedicine using software and computer hardware to capture and transmit images. Olympus needed to decide if the product was viable and appropriate for its existing markets. Working with the sales team and leading doctors in the field to further develop the features and pricing of the product confirmed the viability of the technology. Behind the scenes, sales training, brochures and business plans were developed. A smooth launch followed and a new category was born generating millions in new revenue.
- Devise Associates
- A small computer consulting firm in New York City with an outstanding service record developed over the last 15 years, needed to expand and launch new services. Working with the executive team and the entire staff, the mission and identity of the firm was reinvented. New collateral and a website were developed. Advertising and publicity campaigns were launched and the firm experienced an increase in web traffic and sales leads of over 500%, greater visibility and credibility with clients, alliance partners and the investment community. Most of the advertising and publicity was free or very low cost - a nice added extra to the project.
