Seven execution problems in new product launch stage

It is said that there are many new products on the market every year, but 99% of them fail What is the reason for such a high failure rate? Product positioning, price and its price difference system, selling points, promotion investment and so on are all the reasons, but the execution of marketing team itself is an extremely important success or failure factor The next part of this paper is to discuss how to ensure the implementation of new product launch stage, and improve the success rate of new product launch In the process of new product launch, what kind of execution problems exist? According to Li, there are seven types of common problems 1、 Lack of execution skills, don't know what to do I used to be a marketing consultant for a soymilk company The company launched high protein soymilk with protein content ≥ 2% to the market two years ago However, after the new products are launched, the speed of distribution is slow Why not? Let's listen to the questions the salesmen asked me at a special meeting of new product launch stage "Hello, Mr Li Zhengli, I want to ask 'how can the company shop without display funds'," Mr Li, my problem is' how to solve the problem that the shopkeeper would rather push a bottle of products that only make a dime than push us a bottle of products that make a dollar' " There are many problems But in conclusion, the situation that we don't know what to do in the face of problems accounts for the majority Yes, new products will be distributed when they are put on the market To do so, our sales staff must know how to solve and execute the distribution when facing various problems Otherwise, the lack of executive skills will become a major drag on the new product market This is particularly prominent for new businesses operating new products, as well as new sales teams 2、 I know what to do, but I don't want to Compared with the problem of execution skills, the problem of marketing team's execution willingness and attitude is another significant problem that affects the success of new product launch In the past, the market of the old products was relatively mature, and the sales volume was guaranteed to a certain extent The dealers were also familiar with and handy with the operation, while the new products need to go through a certain period of market introduction and cultivation to produce better sales volume In this case, it is more possible for everyone to "do well without making a living" Compared with this problem, those laborious and laborious jobs that need to be labored will be greatly reduced by those salesmen who are used to grasping big, making easy and thick lines For example, in the stage of new product launch, posters are torn and torn, continuous display improvement and terminal vividness are all time-consuming and labor-consuming details And these detailed work, can become a lot of people do not want to do irrelevant executive power problem 3、 Indicators are ruthless, and deviation from implementation only focuses on results Before the new products are put on the market, a number of indicators have been formulated For example, within two months, someone in a certain region must complete the recruitment of three dealers in the region, achieve the distribution of 70% of the target outlets in the region within three months, and calculate the delivery volume according to the delivery price These indicators are often linked with interests and positions, forcing everyone to be results oriented, while ignoring all kinds of standardized marketing behaviors and codes For example, in order to achieve the target of investment promotion, the regional sales personnel may relax the criteria for selecting dealers, so that those dealers who do not agree with the business philosophy, do not agree with the enterprise and product operation philosophy or have various other unsuitable problems enter their own dealer system In order to achieve the target, the general sales supervisor may turn a blind eye to the following problems In the end, we all focus on the temporary completion of the indicators, and relax the implementation standards, or even arbitrary implementation, so that a new product becomes problematic from the first time it goes on the market, which can not be done for a long time or even for a long time 4 The problem is not foreseen enough, and the implementation of the plan is hindered After a new product goes on the market, many problems may be unexpected before, and naturally they are not However, the lack of foresight on the issue of new product launch inevitably causes the marketing team to encounter a war of unprepared, thus affecting the execution After two or three months' distribution of new products, the flow chart of products returned from the terminal by an OTC channel enterprise that makes functional food has clearly shown that even though the natural sales volume of the product has exceeded the expected monthly average sales volume of each store, showing a good prospect of the product In order to bring new products to the market, the company decided to choose a store for promotion: a salesman outside the store for tasting and a discount inside the store But in the past week, there has been little change in the sales volume of activity stores What are the problems? Li Zhengli followed the vice president of marketing of the enterprise and found that the biggest problem was that "I didn't expect my promotional activities to be so poor" - there was no stack or end shelf in the store, and the notice information of discount sales used the eyebrow stickers that were no different from the price labels of the store, such as the original price, discount price or "how much saved for you" There is no obvious sign, even if it passes by the shelf, it is likely to be ignored; the taste outside the store, without the stacking of packing boxes, only three or four boxes of board products are placed on the promotion desk, the words on the poster are also small, the information is low attention, even when no one is around, the promoters are only looking down to play mobile phones This is the important reason why the promotion of this enterprise is invalid In fact, the idea of "we think it's very simple, and we should be able to do it well" affects more than terminal promotion? It is precisely because the management has not been refined, the marketing behavior has not been standardized, and the "little things" that you think everyone can do and do well, make our implementation difficult 5、 Lack of process management, lack of supervision in implementation The managers who are accustomed to staying in the office to "point out the river", surfing the Internet, drinking tea and enjoying the air conditioning can't grasp the real situation of new product listing in the first time Even if there is supervision and feedback, the information they get is often lagging behind, of course, second-hand In this case, if there is a lack of departments or specialized posts that can perform the supervision function, they may not know some problems in the new product launch even if they occur for a month or two For example, Shanqing beverage company In the stage of a new product launch, it requires the salesmen in all areas of the city to conduct carpet search for the marketable stores in their own jurisdiction, and conduct line visits, sales and street sweeps, and mass distribution However, at a regular sales meeting nearly two months later, the marketing director of the company found that some salesmen often appeared in the easternmost, westernmost, southernmost and northernmost areas of their jurisdiction on the same day The company's cold chain delivery truck also runs around with it, "the money earned from the daily delivery is not as high as the oil money." Obviously, the new product listing of Shanqing company is closely related to executive supervision and process management 6、 Lack of planning in implementation We started to attract investment, but we haven't finished the brochure yet; we started to distribute goods, but the suppliers of small gifts for the shopkeepers and shop assistants haven't delivered them; we started the promotion activities, but the distribution rate is not up to standard, and the promotional materials are not ready In a word, it's either an accident or a disconnection This lack of planned implementation of new product launch will not only affect the mentality and enthusiasm of front-line sales personnel and channel providers, but also affect the implementation effect of investment promotion, distribution and other plans It must be a series of problems, affecting the probability of success 7、 The special assessment of new products is not up to or in place Many new product failure enterprises have a direct relationship with this problem, and please keep in mind that: salespeople will always only do what you assess - that is, they will do what you assess them, and those matters that you fail to assess and take into account will be selectively ignored If the new product goes on the market, the assessment of the marketing team and the dealer team is not linked to their performance, the new product will inevitably become the forgotten object The typical phenomena are: the distribution is not active, the distribution is not active, the marketing is not active, the market maintenance is not active, the cooperation and implementation of the new product listing activities of the headquarters is not active.