The Communication Strategy in The Launch of a New Product Case Study: PRODALEX Product CARUMA
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Date
2022-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes Commerciales
Abstract
Companies in the process of developing new products, and coming up with new innovations
need to pay remarkable attention and focus on the process they adopt to come up with new
innovations and release them into the market, output of these innovations need to be suitable
to the market its dedicated to, which is why companies cannot ignore the imperatives of
marketing, the development of an appropriate communication strategy is not an option but an
objective.
The marketing communication of any product during the launching phase is a delicate activity
to elaborate and execute, in a way it’s the first contact that the customers will be in contact
with and so it would be a major factor of impact on customer behaviour and more crucially
their purchasing decision.
That’s why companies must understand the need that their product is fulfilling and
communicate it in the right time to the right target.
In our work of research, we aim to analyse the impact that the communication strategy holds
in the launching phase of a new product introduction on the market.
Description
Keywords
Communication, Strategy, Product, Innovation, Market, Company