1. New Product Launch Plan
- Product Name : XX
- Launch Timing: XX
New
Prod. Pic

2. Table of Contents
 Background & Biz Strategy
 Product Introduction
 Propositioning
 Pricing
 Distribution Target
 Sales target
 Timing
 Sales Operation Guideline
 Distribution
 Merchandising
 Product Fact Sheet
 Launch Support
 Push -Trade
 Pull - Consumer

3. Background & Strategy
• Biz Situation (Current status, Market trend, Competition, etc.)
• Market Opportunity
• Business Objective & Strategy
Owner: Project Manager (Brand Team)
Info. Source:

4. Product Introduction
• Objective:
• Target Consumer:
• USP:
Owner: Project Manager (Brand Team)
• Pricing:
• MC% Target:
• Regional Target:
• Distribution Target (Channel & Outlet no.):
• Sales Target (in 3 yrs):
Y1 Y2 Y3
– Value
– Vol.(Ton)
• Launch Timing:

5. Project Timeline – sales relevant
• Timeline Owner: Project Manager (Brand Team)
What When Who
Product launch communication with sales team
Product info. Trade presenter to cities
POP ready in regional warehouse
Example
Listing sample/hygiene certificate to cities
In-store sampling ready
Product ready in regional warehouse for invoice
On-shelf timing

6. Product Information
• Distribution Guideline (incl. prod. Role, pricing positioning):
A / B City C City D City / Town
Product Role Price
Owner: Project Manager (Brand Team)
Index
Price
HM / SM MM CVS SS HM / SM MM SS SM MM SS align with TM
Big Tube 140g Volume driver 13.5 100 ☆ ☆ ☆
example
Mini Tube 70g Impulse / Trial 8.0 119 ☆ ☆ ☆ ☆
SM ☆ ☆ ☆ ☆ ☆ ☆
Single Roll 27g Impulse / Trial 2.5 96 selective selective selective roll-out after roll-out after roll-out after roll-out after
cities cities cities evaluation evaluation evaluation evaluation
☆
6 months ☆ ☆ ☆ ☆
Chain Pack 22g Impulse / Penetration 2.0 94 roll-out after roll-out after roll-out after roll-out after
launch in
evaluation evaluation evaluation evaluation
test market
• Display/Merchandising Guideline： Owner: TM (trade marketing)

7. Launch Support
Owner: Project Manager (Brand Team)
– Internal Kick-Off
– External Launch
• Trade Support for Push In & Push Out
• Consumer Promotion for Pull in Demand

8. Push Support - Trade Incentive
Owner: TM
Trade Presenter

9. Pull Support Summary - Consumer
Owner: Project Manager (Brand Team)
Key Visual
In store activitivation In store Display In store conversion Others (e.g., Joint Media
sampling Promo.,Target
Sampling, etc.)
Mechanics
Time Period Coverage
Regional/Area/City
Coverage
Example
Store Coverage
Consumer reached
Push In/Push Out Target
Off-take Target
Budget
Cost Ratio
Display Design

10. Launch Support Program (Details in line
with previous slide one by one)
Owner: Project Manager (Brand Team)
Key Visual
Display Design