Product Launch

Hi..
 
Yesterday (July 19) evening went to a car launch party... KIA motors was launching its new sedan "Cerato" in the UAE markets...... There was an Audio Video presentation about the
car.... and interviews with some current users... the ad 'talked' about the owner's aspirations, and beliefs... and how it is reflected in the purchase of the car...

Made me wonder… what is the importance of a Product Launch? …and what are the hallmarks of a good product launch…
 
Broadly speaking, a product launch is targeted at 3 types of crowd…
 

The distributors… or the channel-men
The prospective buyers
The media – for informing the general public
 
 The objective:
 
The 3 reasons for a launch is
 

New market – Old product
New market – New product
Old market – New product
 
 
I have heard my professor in my management class giving the example of how advertising is like a bulb in a room, with a pretty girl inside… well, using this analogy for a product launch, I can say that the bulb is a Spotlight.
 
The whole concept of the event revolves around the product… The venue/event theme reflects the emotional aspect of the brand positioning. In this case about the car being speedy, sporty, family, reliable, and economical..
 
The event is also a good time to gauge the initial reaction of the public, and get the primary feedback. The feedback helps the salesman to prepare for the kind of questions they will face… and the company can train them beforehand in those aspects.
 
This is also a time when you can collect the details of the people present and improve the databank… a good idea (which, was NOT there in the KIA product launch) would be to pass on questionnaire, which could also ask if they would be interested in knowing more about the vehicle.
 
Also some carry-back items can be given.. which would consist of the product details, mementos which would act as reminders… (KIA gave Key-chain L and T-shirts)… I guess a better memento would be something like a Music CD/ Audio Tape, that has some popular numbers and also interstitial ads about the product can be added…
 
And last not the least, see that the people are well fed J…. Which surely was the real highlight last night…
 
...and just in case you want some more details on the Car...
 
Kia will be offering customers,  Cerato - the 1.6-litre and 2.0-litre engines featureing an optimum balance between performance, economy and clean emissions.
 
the new Cerato has a much longer (2610 mm) wheelbase, and offers significantly more cabin space than its predecessors. Customers will be able to choose from different equipment levels (LX and EX), two petrol engines (1.6 and 2.0 litres) with automatic transmission
 
The all-new 1.5 CRDi diesel engine, which produces a maximum of 102 ps, will be available for the UAE market. It is based on the power unit used in the Kia Carens, and develops 112 ps and an impressive 245 Nm of torque at just 2,000 rpm.
 
The LX model equipment includes: tinted windows, ABS anti-lock brakes, 60/40 split folding rear seat backrest, centre console storage box, electric front windows, four two-way audio speakers and three-point seatbelts for all five occupants. The EX builds on the LX specification by adding numerous items, including: twin front fog lamps, heated door mirrors, remote central locking and theft alarm, driver's seat height adjustment and lumbar support, rear seat folding central armrest and storage box, rear cup holders, twin front-mounted audio tweeters, overhead console with map lights and sunglasses holder and courtesy 'puddle lights' in the front doors.
 Extra-cost optional equipment includes: dual-mode traction control, trip computer, heat-reflective solar glass, powered glass sunroof, leather upholstery and a choice of 15 inch or 16 inch alloy wheels.

 
thanks... take care... and peace

_Santosh

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