1. Before the product goes on the market, the width and length of the product portfolio are 4 and 2.75. The correlation is small; After the product goes on the market, the width and length of the product portfolio are 3 and 1, and the correlation is high.

2. The way of product combination bundling and prize promotion.

3. New brand strategy The strategy of designing a new brand for new products is called new brand strategy.

first, it is best for new products to enter the market in the off-season.

The sales of new products are not weak in the off-season, because each new product has a listing period, a growth period and a mature period. However, it will take 1-2 years for new products to reach maturity after they are marketed and promoted. However, it has been in the promotion period and growth period for 1-2 years after entering the market. Therefore, mature products will be affected by the off-season, while new product sales will not be affected by the off-season.

at the same time, new products are cut in the off-season, which also lays a market foundation for the hot sale of new products in the peak season. Therefore, the off-season is the best time for new products to cut into the market. If we do a good job in the market foundation of new products in April, and then promote new products during May Day, the market will start soon; After the promotion in July and August and the peak season in September and October, the new product market will be fully launched.

second, the new product must be tried out before it goes on the market

As the saying goes, a tiger sometimes takes a nap, and a swift horse sometimes stumbles. Don't rush into a new product before it is fully marketed. No matter how careful the planning scheme is and how solid the market research is, it is inevitable that there will be flaws. Therefore, before the new product is fully marketed, it is necessary to try out a certain target market, that is, to build a model market. According to the situation of trial sale, we should know consumers' feedback, evaluate the advertising effect of products, the professional ability of promoters, the opinions and suggestions of dealers, the opinions of products' quality, packaging, price, channels and so on, and put forward revision plans for all aspects of products through trial sale. Understand the possible problems and lay a good foundation for the comprehensive listing of products.

Third, we must make a good plan for the launch of new products.

According to the trial sale, we should work out a three-month sales plan, advertising plan, expense budget, distribution volume budget, payment return plan, promotion plan, public activities plan, market expansion plan, etc. Then, according to the principle of management by objectives, we should set up a project management plan to strictly and scientifically manage the implementation, supervision and evaluation of each plan, so as to

Implementing planning and project management for new product launch can effectively control the blind expansion or sloppy practice of product sales. Therefore, the new product listing plan must be well-planned and appropriate. It is necessary to make more revisions according to the market reaction until the plan is generally consistent with the actual action.

fourth, the initial publicity campaign of new products should be three-dimensional

You can't clap one hand, but only when you clap ten hands together can you make a loud noise. The main task of new products in the market period is to quickly improve their popularity and influence. Therefore, three-dimensional strong publicity is extremely important. The propaganda method should be three-dimensional, that is, integrate all marketing communication means, vigorously spread the same theme, and strive to strengthen the influence of consumers in a short time; At the same time, the choice of media should also be three-dimensional, interspersed in newspapers, radio, television, magazines, networks, terminals and other media, bombing in turn, and timely analyzing the sales caused by each media, so as to determine which media is the main media and how much space to send on which media. In this way, consumers can not only be exposed to advertisements at various levels, but also make a complete annual advertising plan on this basis.

5. When a new product goes on the market in an all-round way, we should adopt an undifferentiated advertising strategy.

An undifferentiated advertising strategy refers to the unique and personalized selling point of the product. Indifferent advertising strategy can concentrate funds to promote "one statement", which enables products to be recognized by consumers faster. For example, the concept of "two pills a day to supplement the nine vitamins needed by the human body" introduced by "Yake V9"; "How can you catch a cold at a critical moment?" launched by "Neptune, Silver and Philippines" has achieved results by using indiscriminate advertising strategies. When you find a big idea or a unique sales statement for a product, you shouldn't change it easily. Remember: the secret of the success of a strong brand lies in its determination to maintain and fully publicize the "one statement" for a hundred years.

6. Learn to create news when new products are launched

After new products are launched, their popularity, brand loyalty and consumer awareness are extremely low. In order to make the products become famous quickly, besides hard advertisements, some "news effects" need to be created. For example, a hotel in Taiwan Province immediately launched a "Moon-landing Package" after the first successful landing on the moon, and all the food and drinks used moon-landing terms, which attracted consumers to go after being reported by the news media. And the list goes on.

Seven, the distribution channels of new products should be diversified and uniform

This will ensure that consumers with impulse to buy will be convenient to buy. If the distribution area corresponding to the advertisement is narrow after the advertisement is played, sales will be blocked and advertising fees will be wasted.

so, is it better to spread the goods as widely as possible? No, the width of product distribution is usually based on the grade and nature of the product to choose the right retail store. Therefore, we should not only pay attention to the breadth and moderation, but also pay attention to the selection of points to make them evenly distributed, so as to facilitate consumers to buy goods as close as possible. Usually, it takes 3-6 months to screen the goods repeatedly before the sales network can basically stabilize. Therefore, it will have a vital impact on striving for higher sales after the product goes on the market.

8. The promotion of new products should be "push-pull"

Only when the products are placed at the terminal, consumers will have the opportunity to buy. Whether it is a new product or a mature product, only through the terminal, the product can meet the consumer, and the sales can be formed through the purchase of the consumer. Therefore, paving the market is one of the important tasks of new product promotion.

after the product is placed at the terminal, only when the first purchase is made and the consumer recognizes it, will there be a second purchase by the consumer and a continuous purchase be formed. Otherwise, no matter how good the product is, consumers will not form the first purchase, and the product will not be recognized by consumers. It is very wrong for some companies to assert that there is no demand for such products in the market if they report that the products have been laid down but no consumers buy them. Therefore, how to motivate consumers to reach the first purchase, and then make consumers accept our products, forming secondary consumption and repeated purchase, is a problem to be solved in the process of promoting our new products.