Home » Our work » Case Study – Applying marketing excellence to launch strategy development

Applying marketing excellence to launch strategy development

Strategy and positioning that shaped launch plans and communication development.

Our client's situation

A global brand team were planning for the launch of an innovative new solution. The team needed to urgently finalize plans and get senior leadership buy-in, ready for launch.

Our client’s need

The global launch team needed to apply the company’s marketing excellence principles and process in order to develop a launch strategy that would get senior management buy-in, working to a very tight deadline.

Our approach

Our marketing capability development experts were already delivering the cross-organization marketing excellence training for our client and so were well placed to work with the global launch team to apply that marketing excellence approach to the development of their launch strategy.

We kicked this project off by reviewing existing product and launch planning outputs from the global team and adding their own analysis, based on an in-depth knowledge of the company’s marketing excellence approach.

We then facilitated a 1-day live-action workshop with the cross-functional launch team to apply the marketing excellence thinking and make final decisions.

The outcome

The resulting strategy and positioning shaped the launch plans and communication development, enabling a successful global launch.