Launch Visibility and Benchmark

For the best results this report should be developed two to four weeks after the official launch of the product and somewhere in the middle of the product launch calendar.

The purpose of this report is to help the client:

1. Fully understand the consumer response to the product that is being launched
2. Benchmark the launch trajectory against other relevant historical launches
3. Benchmark against competitors who are launching within the same timeframe

The report will include an evaluation of the client’s marketing objective. The information provided will help marketers clearly understand the health of their product launch program and the effectiveness and credibility of the key marketing messages.

Recommendations will be based on an analysis of the current marketing messages and their potential impact on buying decisions, as well as providing “missing” messages that represent untapped opportunities to improve product positioning.

Benefits

This proactive approach to a product launch will help clients maximize the potential of the product and increase consumer spending by:

• Gaining unparalleled insight into customer needs and establishing a greater level of intimacy with target customers
• Fine-tuning the marketing and product strategy and mapping key messages to specific demographic audiences
• Validating the market strategy and realigning the launch strategy where necessary

The Report

The report covers four critical areas:

1. A broad overview of the market

BrandIntel begins with a context analysis and SWOT analysis to deliver a broad overview of the market by:

• Providing demographic profiles of sentiment sources
• Establishing patterns of demand by analyzing the tone of the discussion

2. Competitive benchmarking

BrandIntel provides its clients with objective guidance on competitors in order to effectively define competitive sets and undertake tracking relative to identified brands.

3. A deep diagnostic of a particular business issue

BrandIntel provides a deep diagnostic of a particular business issue by:

• Overlaying time-stamped consumer discussion with sales data to determine whether consumer sentiment is leading or lagging sales
  
• Providing a richer and more detailed analysis and segmentation of the communities from which consumer discussion is captured
  
• Collecting daily news clips to more effectively measure corporate related issues and their affect on public perception
  
• Measuring the impact of different events throughout the company or product life cycle

4. Actionable recommendations

BrandIntel provides a key learning summary of actionable research and recommendations that can be used to modify and enhance elements of the marketing mix – from positioning and pricing to product features and promotions. The result is an increase in consumer spending, a boost to brand equity and an enhanced market reputation.

BrandIntel also provides verbatim text, which are the actual quotes from the discussion forums so that the client can see exactly the type of text being analyzed.