Page 42 - Case Lab Teaching Note

Introduction Stage

The product is launched in the market, either as a single

variant or multiple variants.

The price is set in the light of the competitor’s offering, the

price-sensitivity, market size, cost of switching, extent of

brand loyalty among other factors. However, it is advisable

to follow the leader in this regard unless there is a
significant USP. If the product is me-too, a lower price is

advisable

Promotional Spends, if launched nationally, must be high
enough to gain maximum visibility in the early stages.

Efforts must be made to keep the communication simple

and unique. The launch campaign must be such that it
doesn’t get lost in the clutter.