Figure 61 Assignable causes of variation or noise

In the Operational marketing process environment, we have identified a generic process segmented into four distinct phases. The LMAD process controls the life cycle of the portfolio of launched products and services:

1. Launch the product or service through its introductory period into the market.

2. Manage the offering in the steady-state marketing and sales processes.

3. Adapt the marketing and sales tasks and tools as "noises" require change.

4. Discontinue the offering with discipline to sustain brand loyalty.

This four-phase approach ebbs and flows in and out of the Manage and Adapt phases to stay on plan throughout an offering's life. Figure 6.2 shows the need for a course correction across a generic LMAD life cycle.

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