GROUP: 4

TOPIC: “ Before launching a product in the market, what should a
producer do? Suggest some solutions to make products best-selling and always
stay ahead in today's competitive market. Give an example of the product
which is famous and always best-selling.”
OUTLINE:
I. Introduction
II. Steps to prepare for product launching
1. Survey your audience and ensure you know what they want
2. Identify the Big Idea for your launch event
3. Develop your pre-launch content plan
III. Some solutions to make a product become famous, best-selling and stay
number one in the market
4. Understand the buyer's motivation
5. Solution 2 is “Explain the product clearly
6. Solution 3 is “Improve sales of the product
IV. Coca Cola – A famous and best-selling product
V. Conclution

I.Introduction
Surprising and interesting. That's what producers want to bring to customers
before launching a product in the market. The impact will spread from customers,
large resonates throughout potential clients and awaken the competitors. The main
actions of strategic marketing and intelligence will make a surprising success.
That was the way to launch a new product, gain market share and build a strong
brand. But how to achieve this, especially, it is a saturated market like today? So,
what should a producer do?
II. Steps to prepare for product launching
1. Survey your audience and ensure you know what they want.
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One of the most important things you can do to ensure success is to be tuned in
to what your customers and prospects want and then give it to them. The odds of
getting this step right without listening carefully to those in your market aren’t
good. Things are always changing, more rapidly than ever today, so what worked
last year may not work well or at all this year.
Survey your the audience you are able to connect with directly (e.g., your inhouse list subscribers and customers) and be certain you are familiar with their
current priorities and what’s most important to them within 90 days of your launch
to test and validate your beliefs and assumptions – the ones that must be true for
your launch to be a big success.
2) Identify the Big Idea for your launch event
Instead of concentrating your early launch efforts on your product, it’s often
more effective to begin with a discussion around a big idea – a concept or wellrecognized set of issues or hot topics that matter to your target audience and
buyers. By keeping the initial pre-launch focus away from your product, it avoids
creating sales resistance and turning people off.
By focusing on issues that are important to potential buyers, it opens the door for
you to provide useful information, educating your audience before introducing
your product. There will be plenty of time to discuss the specifics of your product
during the launch, so save that as “dry powder” to use later.
By discussing the issues instead of your product early on, your Big Idea prepositions your product favorably, since your chosen product and company U.S.P. is
the foundation of the Big Idea in the first place.
For example, if you were Federal Express (some years back) your Big Idea
would be “overnight package delivery”, a completely new concept at the time it
was introduced. When discussing this Big Idea, we would concentrate on the
situations and circumstances that arise where the ability to ship something

overnight would make all the difference. As launch day grows closer, more details
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about how this revolutionary new service can be accomplished is disclosed, taking
what began as a concept discussion into an emerging new reality that’s about to
become available.
3) Develop your pre-launch content plan
In the weeks leading up to launch day, it is important to provide your launch
audience with the right information and in the proper order. This content is used to
educate the audience and build trust in you as an authority and subject matter
expert.
It’s most effective to provide pre-launch content in various formats, including
text, video and audio. People learn in different ways. Some people prefer to read
and absorb written material well. Others aren’t great readers, so they learn better
from watching a video or listening to an audio presentation.
Developing quality content takes time, so it is important to develop a plan
ahead of time and ensure you have enough time and the proper resources and
budget available to do a quality job developing this content.
III) Solutions to make products best-selling and always stay ahead in today's
competitive market.
1) Understand the buyer's motivations
-According to marketing, needs and desires of customer are starting points for idea
about new products. When launching the products to the customers, bear in mind
that most successful products and dervices are bought ,not sold.They are bought
by people who have a need, and believe that the products will satisfy that need.

-Though polls, quizzes personal or suggestion box of customers who use the
products of business, business can find out the needs about products that customer
request. And then researchers can discover ideas or create inspiration of new
products.
2) Explain the product clearly.
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-Ensure that the product has been adequately explained product informations is
very important.
- Ensure that the benefits of the product are made loudly and clearly.Besides the
actual utility, beauty or even fame of the product, what are you offering above and
beyond? Make it clear to the customer what key benefits the product brings to
them, such as guarantees, warranties and after sales service.
Look for the potential customers by creating a website of the film or that product
and bulding a high-tech management service. By this way, sellercan manage the
selling number and who buy product. Customer can look for full information
which involved in the new product. The consumer can post any questions about the
item and to be answered by the other customer or from your employees. In
addition, the clients can buy the product more easily.
3) Improve sales of the product
Spread your product information. It is important to make your product
information available through as many channels as possible. Today, the range of
potential placements has increased a great deal thanks to the advances in
communications. Increase your product's sales. Sales can only be increased by
certain things over which you have control but which are not necessarily selfevident. Sometimes price changes are required, other times, tweaks to the product,

or a broadening or contracting of your product range. All of this will be evident
from undertaking regular inventory checks and follow ups on sales performance.
Some methods to increase sales include:
-Set up a sales incentive program. Give your sales staff a reason to get out there
and sell, sell, sell. Because offering their sales staff the trips and or TVs for x
amount of sales works.
-Encourage your sales staff to upsell: Basically, upselling involves adding related
products and services to your line and making it convenient and necessary for
customer to buy them. Just placing more products near your usual products isn’t
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going to increase your sales much. To upsell successfully, the customer has to be
persuaded of the benefit as durable, beautiful, etc ... Result: increased sales for the
carpet cleaning company.
-Give your customers the inside scoop: If you have a promotion or sale coming up,
tell your customers about it. They’ll come back – and probably bring some friends
with them too. (And don't forget - you can give your customers the inside scoop by
emailing or calling them, too.)
-Tier your customers: There should be a clear and obvious difference between
regular customers and other customers – a difference that your regular customers
perceive as showing that you value them from small things such as greeting them
by name through larger benefits such as giving regulars extended credit or
discounts.
-Set up a customer rewards program: It can be as simple as a discount on a
customer’s birthday or as complex as a points system that earns various rewards

such as discounts on merchandise. Done right, rewards programs can really help
build customer loyalty and increase sales.
-Distribute free samples to customers: When the customer who bought the original
product, I might try and like the sample of the new product and buy some of it. Or
I might pass on the sample to someone else, who might try the product, like it, and
buy that and other products from the company. At the very least, the original
customer will be thinking warm thoughts about your company, and hopefully
telling other people about your products.
IV) Cocacola - a famous and best-selling product
We all have known that Coca-cola is a famous and bestselling product. But
what have been the key success factors for Coca-Cola? There are many factors
contributing to Coca-Cola's success, however, I believe that their key success
factors are Marketing and Innovation.
- Marketing: Coca-Cola is seen as one of the founding fathers of the modern day
marketing model. They were among the pioneers of advertising techniques and
styles used to capture an audience. They were also one of the first companies to
offer a gimmick with their product, this being a mini yo-yo. It was around 1900
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when Coca-Cola began presenting their signature drink as a delicious and
refreshing formula. This slogan has been repeated for over the last 100 years
selling Coke all over the world. Through its intense marketing campaigns, Coke
has developed an image that is reflected in what we think of when we buy Coke
and what we associate with drinking Coke. This image has been subconsciously
installed in our brain by the advertising campaigns that show Coca-Cola associated

with "good times."
- Innovation: Coca-Cola has been able to survive and grow in an ever-changing
market because of its ability to systematically innovate and deliver new products.
In the late 90s the company, typically showing earnings growth of 15-20% per
year, turned in three straight years of falling profits. It was apparent that the market
was changing and in order to keep up with these changes, Coca-Cola had to move
from a single core product to a total beverage company.
V. Conclution
If producers use the above strategies effectively, consumers will accept the
product early. Coca - Cola is an example for that. And whether making in anyway,
remember. The most important thing is to put the interests of consumers
first,success will come to you.

 New word:
- Ensure

: Nhấn mạnh

-Success

: Thành công

-Customers

: Khách hàng

-Prospects

: Triển vọng
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-Survey

: Khảo sát

-Certain

:Chắc chắn

-Current

: Dòng tiền

- Priorities

: Sự ưu tiên

-Assumption :Mệnh danh
-Concentrating: Tập trung
-Launch

: Giới thiệu

-Effective


: Có hiệu lực

-Target

: Mục tiêu

-Potential

: Tiềm năng

-Specifics

: Chi tiết,cụ thể

-Dry powder

: Bột khô

-Provide

: Cung cấp

-Resources

: Tài nguyên

-Budget

:Ngân sách


-Satisfy

:Lmà vừa lòng,đáp ứng

-Request.

:Lời đề nghị

-Inspiration

:Sự cảm hứng

-Adequately

:tương ứng,thỏa đáng

-Guarantees

:sự đảm bảo

-Warranties

:Sự cho phép,sự bảo đảm

-Potential

:Tiềm tàng

-Communications: sự truyền đạt
-Regular


:Đều đặn, không thay đổi

-Performance :Hoàn thành
-Encourage

: Khuyến khách ,động viên

-Convenient : Thuận lợi
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-Perceive

:Nhận thức

-Benefits

: Lợi nhuận

-Marketing : Tiếp thị
-Innovation : Sáng kiến
-Gimmick

: Đồ không cần thiết


-Reflected

:Mang lại

-Associate

:Kết hợp

-Subconsciously : Tiềm thức
-Beverage

: Đồ uống

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