Issue tree
Subject: How to launch a new product

November 2010

Magic sentence:

“What are the strategies to adopt to launch a new product?”

How did I elaborate the issue tree:

_Marketing decision:

This criteria is important, the marketing mix with its variable such: Product, Price, Promotion and channel can have a huge impact on the success of the product or on the failure.

_Organisation decision:

Launch a new product requires a specific organisation with human resources available and skilled. Moreover, the different teams working on the new product must have a mindset ready to take the challenge.

_Strategic decision:

Some decisions are very strategic as decisions around the market, the product and competitors. Those decisions must answers to these questions:

Market: What is my target? What is my positioning? What are the opportunities and threats of the market? What is the evolution of the market?

Product: What is the cycle time of the product? Does the product contain innovations?

Competitors: Who are my competitors? How are their products? Have I a product advantage?

The Issue Tree:

Percentage of each criteria:

First criteria Second criteria Third criteria Total
Marketing decision (35%) Product (25%) Size assortment (40%) 3,5% Branding(60%) 5,25% Price (25%) Price list (70%) 6,125% Discount rebate (30%) 2,625% Promotion (25%) Trade marketing (20%) 1,75% Merchandising (20%) 1,75% Public relation (10%) 0,875% Advertisement (25%) 2,1875% Sales force (25%) 2,1875% Channel (25%) Selective or non selective channel (30%) 2,625% Numbers of channel (30%) 2,625% Point of sales (40%) 3,5%
Total 35%
Organisation decision (30%) New product team organisation (70%) Research and development team (40%) 8,4% Project team (30%) 6,3% Managers (30%) 6,3% Mindset (30%) Motivation (50%) 4,5% Open minded (25%) 2,25% Think “out of the box” (25%) 2,25%
Total 30%