When a company is ready to take the product to market, the impact of an effective gloabl product launch can be great, but so can the cost of one that is poorly executed. High development costs and competitive pressures often force companies into many markets as quickly as possible, but few companies can afford new products that are not introduced, marketed, and supported in their markets. Inter-country coordination of the rollout preparations will ultimately determine the level of success for the introduction.
Localize and translate messages before the launch, Get feedback from key internal and external audiences. Make sure that support materials reflect both cultural and technical differences among markets. Share all of this information with the sales channels, too, as those in foreign markets usually require more education and support than their domestic counterparts.
Most global marketers recommend introducing in all markets simultaneously. Setting a single date for the luanch forces the entire organization to gear up for the event while it solves the “lame duck” dilemma when there are old models available in some markets. Customers appreciate knowing that a new version is on the way when they are contemplating buying the older product – and welcome attractive pricing on those lame duck products the company wants to move out of inventory. In addition, a worldwide launch offers better publicity opportunities than a launch staged according to a wide-ranging schedule across all markets.
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