Re-Launching Products

In: Business and Management

Submitted By shreya2308
Words 10275
Pages 42
HOW TO RE-LAUNCH A PRODUCT SUCCESSFULLY

SHREYA. S. PUNTAMBEKAR MBA- I MARKETING B ROLL NUMBER: 36264

CONTENTS
1. INTRODUCTION………………………………………………………………..3
2. CURRENT SCENARIO………………………………………………………...4
3. THE PRODUCT LIFE CYCLE………………………………………...……..6
4. THE MARKETING MIX AND ITS IMPORTANCE…………………...8
5. SO WHY RE-LAUNCH?.......................................................................12
6. PRODUCT FAILURES…………………………………………………………16
7. PRODUCT TAMPERING……………………………………………………..31
8 THE STEPS TO RE-LAUNCH 8.1 STP ANALYSIS……………………………………………………………….34 8.2 THE RIGHT USE OF PUBLIC RELATIONS……………………..…36 8.3 ADAPT TO CHANGE………………………………………………….…...37 8.4 THE RIGHT USE OF PUBLIC REPLATIONS………………………38 8.5 REDESIGNING THE PRODUCT-THE WHAT & HOW…………41 8.6 THE FINAL STEP-THE RELAUNCH………………………………….44
9. CONCLUSION…………………………………………………………………….46
10. REFERENCES…………………………………………………………………..47

1. INTRODUCTION
Many people think of a product launch as an event, something that happens with a big bang. The purpose of a product launch is to build sales momentum. A winning product launch delivers sales momentum for your company. But there are very few companies who get it right. A wrongly directed product launch can hamper it to the extent of having to take that product off the market completely. Sometimes, sudden changes in the market also hamper the biggest of business houses. In such cases, a relaunch can provide the best opportunity to turn things around. Interestingly, there are very few if any, examples of brands that have failed and then have been successfully resurrected. This case studies the relaunch of some consumer products that failed to create that initial correct impact on the market and helps understand the process and aftermath…...

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