Marketing illustration Marketing theory

Product Launch

Launching is the first stage in the four stageproduct life cycle. As the product is new to market, sales are often slow before generatinginterest andgrowth. Businesses are likely to spend onpromotion in order to make customers aware of the product, but it’s likely that the product will still not be profitable at this stage. Prices may be set high in order to cover promotion costs, but they may also be set low to potentially break into the market, as in the case of introductory offers. At this stage few outlets are likely to stock the product.

The length of the introduction stage is dependable on the product itself, for example new technical products are likely to spend more time in this stage than perhaps a consumable product.

The promotional needs of a product may be significantly different in its decline stage as opposed to its launch stage, and businesses must react accordingly in order to maximise the products earnings.



Supporting Documents

These downloads will help to put marketing theory into context using real world examples from real businesses.

The use of the marketing mix in product launch
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Learn how Ben Sherman employed marketing theory to thrive in the fashion industry by downloading our premium case study.