Which factors shouldEnergySodaconsider and act on before launchingElectro-Lightinto the US beverage market? By PREETAM G

Which factors shouldEnergySodaconsider and act on before launchingElectro-Lightinto the US beverage market?

By PREETAM GHARSH AThe launch strategy of any new product is critical. ENERGY SODA has two targets for its product - trade customers who stock the product and consumers who buy it. In recent years, product launching has become an art which can make or break a product. A successful launch makes potential customers aware of the new product and keen to try it.

Before consumers could try the product, however, it was important for ELECTRO-LIGHT to gain the support of its trade customers. Retailers had to view it as helpful in encouraging customers to visit their shops. If the product had failed to interest retailers and distributors, the costs of investment would not have been met and they would not have stocked the product

ELECTRO-LIGHT conducted one-to-one briefings with over 70 key trade customers. This helped ELECTRO-LIGHT build awareness and commitment to the launch and obtain significant orders for in-store displays and merchandising ahead of the launch date. The trade commitment was reflected in high levels of display support in store during the launch

There were certain key requirements to the co-ordination of the launch:Secrecy had to be paramount!Marketers who had identified the gap in the market had to work closely with individuals from research and development as well as other external agencies.Manufacturing operations, in conjunction with marketing and finance, had to evaluate a new factory investment for Board approval

Having a catchy 'look' for a new launch helps to make consumers notice the product.Press releases were tailored to specific audiences.The TV campaign and PR campaign should have an impact on audience for successful launch of product.

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