Promotion of new products confusion.doc

Promotion of new products confusion Your company to promote the smooth progress of the new product do? Faced with such an issue, I believe that many businesses will be bosses, and director of marketing, shaking his head with a bitter taste. Some companies are pushing the company’s first product, has been very successful, but the company ended up being the second product to promote a lot of resistance, or even because of the failure of the new product promotion trigger a series of business issues. I have worked a certain pharmaceutical companies to be good-quality products Calcium billion mark in annual sales revenue, but the second product had good iron to form after several twists and turns and never managed to scale, combined with the reflection to talk about the enterprise The new product promotion thinking. 1, R amp;amp; D capabilities are limited, the lack of competitive advantage in new products As we all know, Chinese enterprises invested in R amp;amp; D itself is relatively small. Often rely on a high-quality products, businesses up and down together, after a period of time, efforts will reach a high degree of product market share. However, as the first enterprise product to maintain the survival of the entire enterprise, so top-down input of energy is great, when the market or competitive environment changes, it lurches violently to realize that lack of follow-up products. In this time period because the market downturn, companies in the absence of additional funds and human resources into R amp;amp; D, The result is some of the new product is launched in a hurry, there is no program started, then the slow-moving new products are also on birth defects with a strong, failures are inevitable. Second, leveraging improper product image blur Some enterprises in the high-quality products quickly became a hit, the great strength of the brand would like to take advantage of the smooth introduction of other products. But the lack of a scientific and rational