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Product Introduction Checklist
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Note: This checklist should be updated as the project continues and included with funding requests and when submitting projects for management approval.

New Product Introduction Checklist

This convenient checklist should be considered when introducing any new hardware, software or service product.

Project Info

  • Date:
  • Project Manager:
  • Project Name:
  • Project Goals:
  • Project Schedule: (Initial)
  • Completion Date:

Other Individuals Involved:

  • Product Development:
  • Marketing:
  • Manufacturing:
  • Marketing Communications:
  • Advertising Firm: Media II
  • Other:

Base Information

List five major product or service features:

List five major customer benefits:

Provide a 75-word product / service description:

Funding:

  • Project authorization request completed

  • Charge Numbers:

Tactics & Considerations

Expand upon the following Tactics & Considerations required to implement your strategy. Where possible, indicate person(s) required for completing tasks.

Market Research

  • Primary (original) Research

  • Existing Research Reports

  • Test Marketing

Market Planning

Choose a Market Strategy:

  • Build Market Share

  • Take Market Share From Competitor(s)

  • Defend Market Share

  • Replace Existing Product(s)

  • Other

Establish Measurable Objectives, (i.e., “20 percent increase in 12 months” etc.):

  • Product / Service Positioning (Competitive products, as well as other company products):
  • Possible Problems:

Develop Business Plan

    Product Planning & Development:

  • Organize planning teams

  • Develop concept budget

  • Prototype development

  • Beta site testing

  • Develop product life-cycle
    plan

  • Product mix planning

  • Product branding &
    packaging

Channels to Markets

  • Direct sales

  • Distribution

  • Agents / reps

  • Integrators

  • OEMs

  • Private branding

  • Catalog houses

  • Contracts/compensation agreements

Pricing

  • Pricing strategies

  • Profit margin analysis

  • Discounts/multipliers

  • Price pages

Legal Aspects

  • Relevant Legislation

  • Patents

  • Trademarks

  • Copyrights

  • Contracts

  • Guarantees & Warranties

  • Terms & Conditions

Marketing Communications

  • Develop Marketing Communications Objectives, Strategy & Plan

  • Establish Budget

Advertising

  • Advertising Plan

  • Media Selection

  • Budget

Direct Mail

  • Postcards

  • Direct mailers

  • Ad reprints

  • Newsletter(s)

  • Demo disks

Sales contests/Incentive programs

  • Incentives for sales participation (sell 50, get a box of steaks, etc.)

  • Incentive programs for first-time buyers (buy one, get one free, options at 1/2 price, no payments until…, extended warranty, etc.)

  • Ongoing incentive programs (rebates for annual total purchases, etc.)

Public Relations

  • News releases (product & literature)

  • Feature articles

  • Open house

  • News conference/
    Press tour

  • Technical seminar

  • Merchandising/
    Promotional items

  • Promotion in existing newsletters

  • Product/application photos

eBusiness

  • Email announcement

    • Internal

    • Direct sales

    • Sales reps

    • Distributors/dealers

  • Home page banner

  • Page development

    • Collateral material

    • Ordering information

  • Search engine key word addition

  • Third party websites (i.e., Thomas Register)

Distributor / Dealer Promotion

  • Point of purchase displays

  • Imprintable mailers,
    brochures, catalogs

  • Website graphics/links

  • Demonstration units

  • Trinkets

  • Tradeshow materials

  • Co-op advertising

Collateral Support Materials

  • Instruction manuals

  • Technical diagrams

  • Data sheets

  • Sales brochure

  • Catalog

  • Competitive comparison

  • Technical reports/
    white papers

  • Professional association
    papers

  • Application notes

  • Product summaries

  • Flip chart for sales channel

  • Identify product launch material and timing:

    • Paper launch

    • CD ROM launch

    • Website launch

Trade Show / Seminars

  • Industry trade shows

  • Booth/Display panel layout

  • Demonstration units

  • Customer seminars

  • Sales/Distributor seminars

  • Editor booth visits/events

  • Customer events

Audio-Visual

  • Photography or illustration

  • Sales & training video / CD

  • Product feature/benefit
    video/CD

  • Slide/overhead/projector/
    computer presentation

  • Software demonstration disk

  • Audio cassette

  • Teleconference

  • Video conference

  • Distance Learning

Training

  • Hardware/Software/Service

  • Industry/Application

  • Training by channel

  • Regional sales training

  • Demonstrators

  • Plant tours

  • Customer plant tours

Inquiry Handling

  • Acknowledgment

  • Literature fulfillment

  • Field notification

  • Customer satisfaction
    survey

  • Inquiry analysis/Feedback

  • Establish database

Project Timeline

  • Date:
  • Project Manager:
  • Project Name:
  • Activity Scheduled:
  • Actual Completion:

Support Programs

  • Service

  • Repair/Remanufacturing

  • Maintenance

  • Trade-in/Trade-up

  • Installation/Start-up

  • Post Commissioning Audits

  • Spare Parts/Kits Program

  • Warranty