5.9.1 Consumer launch

The launch to the consumer depends on the type of product, the innovation level of the product, the budget and the general organisation in the company for product launches.

The aim is to achieve the diffusion of the product through the target market as set in the launch targets. Products vary in terms of newness and therefore the education needed to make the consumer aware of the product's values and benefits, and the 'learning' needed by the consumers to try to adopt the product. The consumer also sees risks and costs in trying the product, which need to be predicted and the correct reassurances given.

At one end of the product spectrum is the line-extension and the improved product, which are easily accepted by the consumer, and at the other end is the absolutely new food of which the consumer has little understanding.

The company's launch plan has to consider the needs of the consumer in adopting the product and the time it will take for the consumer to accept the product (Earle and Earle, 1999). There are high-learning and low-learning products.

For the high-learning products, the marketing strategy is based on a prolonged market development effort during which special attention is given to sales and distribution as well as constant examination for any product weakness and any unprecedented consumer reactions (Hisrich and Peters, 1991). Advertising and public relations need to make the consumer aware of the product; trialing of the product needs to be encouraged by free samples and tasting of the product.

Low-learning products are usually improvements on competitors' products and the introduction there is emphasis on the competitive advantage. There is less time needed for education and it is mostly just awareness by the consumer of the product and encouragement to buy through the extra benefits of the product.

Another feature of the market to consider is the growth rate in the market. If it is a market growing fast with many new products, then it is important that the consumers who are adopting the new products are recognised and targeted in the marketing. If they can be encouraged to buy the company's new product and the product does have the needed values and benefits, then they could stay with the company's products and ensure a growing share in a growing market.

The timing of the launch is also important to the consumer - is it the right time of the year to eat the food? Is it the right time of the month for consumers to have the money to spend on a new product? Are they becoming bored with the competitors' products? Often the timing is dependent on the type of consumers in the target market; if they are highly receptive to new products, then the products can be marketed aggressively; if they are fearful or antagonistic to new products, then the launch is slower with much more education and trialing.