Successful product launch in a direct sales environment from the headquarters point of view
Document typeMaster thesis
Rights accessRestricted access - confidentiality agreement
New products are launched in the market every day, this means that the companies have to first prepare the launch strategy and then implement it. As a consequence, due to the lack of experience or a lack of awareness of the importance of the product launch, the product hits the market with a very low impact and of course not bringing profit to the company. Knowing the importance of the product launch, in this project we analyze how the company Hilti, launches the new products with the objective to find out areas of improvement. In order to have the best chances and opinion about Hilti’s product launches, I worked 7 month within the Marketing Team in the Drilling and Demolitions Business Unit. Thus, first of all, we start this project by setting the targets of the product launch which helps to locate the important outputs of a product launch in a direct sales environment. Afterwards, we present all the important topics within a product launch under the theoretical point of view. We believe that knowing what the experts are saying about the different aspects of the product launch will help us to be more consistent during the Hilti product launch analysis. Once the theory is known, we analyze the Hilti product launch process with the objective to compare theory against reality. All the information presented in this project is taken from the launch of one new Hilti product, TE-CX drill bit. Therefore, the quality of the data is assured and together with all the interviews to the Product Managers, the project presents a really realistic product launch. When theory and reality come together, immediately we have to comparison, and consequently the improvement suggestions. Finally, we go back to the beginning and check if the Hilti product launch with the improvement suggestions meet the targets settled in the beginning of the project.