Pilot launching

This has a less demanding, and therefore more easily achievable, objective than experimental launching. In this case, the decision to launch a new product has already been made. The aim of the pilot launch is to introduce the product into a limited area to test various aspects of the marketing approach, such as the price, the advertising, the distribution method, and so on. A pilot launch is often the first stage in a 'rolling launch'. In this case, the new product is launched into one area, measurements are taken about its performance in that area, and the marketing strategy is modified accordingly. The product is then launched into a neighbouring area, and so on, rolling out to cover the whole country. Decisions about whether this product form is better than that, whether this package is more successful than that, whether this price commands higher sales volume than that, can quite reasonably be made as the launch is under way.

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Online Survey Champion

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