The entire process of new product launch promotion plan!

Table of contents:

• Chapter 1: Industry Background Investigation (Part 1): Unilever's Clear Men's Shower Gel was selected as a new product promotion case, and SWOT analysis was used to analyze Clear Men's Shower Gel.
• Chapter 2: Industry Background Investigation (Part 2): Use detailed data to analyze industry and market opportunities, and further explain why Chinese men's shower gel was chosen as the direction for the launch of CLEAR's new product.
• Chapter 3: New Product Planning: The current market focuses more on category segmentation, so how to achieve industry segmentation and product presentation?
• Chapter 4: Product Innovation and Star Selection: What is Innovation? How can we make breakthroughs through innovations that are most recognized by consumers at the moment, so that consumers are really willing to pay for our products?
• Chapter 5: 6 powerful tools for brands to communicate with consumers: Now that our products are ready and we have selected the celebrities, how can our celebrities promote the event and motivate consumers to buy?

This is the first chapter. Let’s take a look at:

1. Introduction: Three steps of new product launch promotion plan

New product launch promotion plan, as the name suggests, new product, as the name suggests, is a new product; launch means how we bring it to our market; promotion plan, how to use some marketing activities and strategies to interact with consumers, that is our new product launch promotion plan.

First, let’s take a look at the content summary :

The first is industry background research , that is, how we can understand the pain points/opportunities/threats/advantages of the industry through some basic industry data and reference to some cases;

Second, after we have confirmed the industry’s pain points/opportunities/threats/advantages, we will plan a new product. What does the market need most right now? It’s innovation, NEW! So how to use innovation to make breakthroughs and promote ;

Third, when the product is ready, we need some marketing campaign plans to interact and promote it to consumers, so the third part is our marketing campaign promotion plan .

OK, let’s first look at the first part of these three parts, industry background market research.

2. Case: Clear Men's Shower Gel

The product selected for our project case today is Clear Men's Shower Gel . This product was previously launched by Unilever. What conclusions can we draw through SWOT analysis for this product?

Let me first popularize some theoretical knowledge. What is SWOT? S (strengths) is advantage, W (weaknesses) is disadvantage, O (opportunities) is opportunity, T (threats) is threat. The main theoretical basis of SWOT analysis also emphasizes analyzing the external environment and internal resources of the enterprise starting from structural analysis.

The SWOT analysis method is actually an internal and external trade-off. If the strengths and weaknesses are the strengths and weaknesses of our products themselves, then opportunities and threats refer to external forms of existence, such as competitors and market value.

3. SWOT Analysis of Clear Men’s Shower Gel

Starting from theoretical knowledge, we then combine it with existing projects.

Let’s look at the pain points first:

1. Men have increasingly had a demand for customized products they need, rather than using unisex versions, so our first pain point is the increasing demand for men's products.
2. Most men have reported that current products are geared more towards women, and there is no product that truly understands men.

In response to these two pain points, we will find that I have the following advantages :

1. The influence of the CLEAR hair water brand is such that it is currently the second best-selling shampoo product, and consumers' perception of the CLEAR brand is more convincing.
2. As one of the top three daily chemical companies in the world, Unilever not only invites celebrities to promote and expose its products outside the website, but also has some promotions/incentives/displays within the website and when specific activities are implemented. It interacts with consumers through various forms of promotional activities to improve our purchase and sales conversion.

As for the threat , since men's shower gel is actually a new market, the target consumers still need us to educate and guide them to make purchases, so we need to have certain educational costs. Secondly, there will be some competing products in the industry like Adidas men's shower gel. Although the influence of competing products is currently small, they will also be one of the threats to the industry.

But there are always two sides to every coin, just like a coin has two sides. In addition to the industry threats it poses, we also have great opportunities :

1. We can see from the data that the Chinese shower gel market is continuing to grow strongly, and such a growth trend is a potential for the industry.
2. As we have just seen from the threats, because consumers' demand for men's shower gel is not particularly strong, the market for men's shower gel is also growing rapidly. So this part is a potential and opportunity point for the industry.
3. Compared with some developed countries, we can see from the figures that there is still a lot of room for growth in China's men's shower gel. There will be specific data to share with you in the following articles.

Based on these aspects, we will find that whether it is the demand of the industry itself, or that Qingyang itself has a certain brand influence and resource investment, and our overall threat is relatively small, and the cost of consumer education is something we are willing to accept, then we will see that in today's booming shower gel industry in China, we have chosen the men's field, and compared with other developed countries, there is still a lot of room for growth.

4. Questionnaire Design Method and Process

Some people may ask now, hey, how can I understand the pain points of this industry? Where can I get the data? Okay, before we start sharing data, let me first share with you a questionnaire design method and process, which can help you better conduct some market industry surveys. This part can not only be used to understand the needs of the industry, but is also a necessary professional skill in work or life.

The questionnaire part is generally divided into two stages: the early stage and the late stage.

The focus in the early stage is actually on in-depth understanding and learning of the content through literature research. We also interview and understand the interviewees based on their background knowledge to recognize their needs and ideas in this field. In the later stage , we will first form a qualitative report and distribute it for market research. At the same time, we will also optimize our topic settings.

Let me give you an example. If we are doing a consumer market industry survey and analysis, then this part will form a question we ask to the target consumers, and we will set labels such as the target population's age group and interview purchasing habits, and then distribute the questionnaires and control the distribution volume.

In fact, the questionnaire format is mostly only suitable for small-scale market research. When we want to do large-scale market research and make large-scale decisions such as developing new products, we are more willing to cooperate and conduct research with professional agencies such as Nielsen.

Companies like Nielsen actually have different divisions of labor within their organizations, including market researchers, industry pain point analysts, industry competitor surveys, etc. These can help companies obtain more comprehensive and macro-level information control when conducting market research.

The new product launch promotion plan is a complete and highly professional knowledge. This issue will be updated here first. Thank you for reading. In the future, I will continue to reveal the entire process of new product launch and promotion to you. Welcome to subscribe, collect and like!

Author: Vivian

Source: Vivian