This powerpoint describes the elements of an international product launch plan - used in Japan.

1. Product Launches -
Putting it all together -
Domestically & Internationally
Linda Johnson, MBA
Manager Marketing Communications
Applied Materials, Transistor and Capacitor Group
For Marcom Resources Group, Santa Clara

2. Defining the New Product
Getting started…..
• Define features/benefits
• Product positioning
• Benchmark the competition
• Project market share
• Select a product name

3. Objectives of Launch
Review Objectives for all the Launch Vehicles
with a focus on Integrated Marketing
• Advertising - placement & frequency
• Collateral - format, pages, distribution
• Direct Mail - timing and distribution
• Giveaways - audience and distribution
• Press Release and press tour - date and contacts
• Technical papers - as presentations or articles
• Trade shows - launch and follow-up
• www - timing and integration
Review Objectives Matched Against
• Approved launch budget
• Size of the launch
• Number of other launches in the company during
a similar time period

4. Product Launch Budget
•Budget all launch elements for one year, by quarter -
get approval on this budget through finance before you begin
•Be realistic about projected costs and channels
•Plan 6 months to 1 year out, to avoid costly rush charges
•Establish vendors before the launch process so all is in place
•Allow time for the internal review cycle for each project
Proposed Launch Budget
Qtr 1 Qtr 2 Qtr 3 Qtr 4
Advertising
Collateral
Giveaways
Graphics
Model
Multimedia
Video

5. Product Launch Timeline
Incremental New Product Launch Timeline in Total
Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
Advertising Creative.
Survey Cahners Ion New Product phone survey 00
Articles
Model Ken Byers Delivery Nov /4 Semi Jap
Photography New Product - (2) day photo shoot
PR/IR
Video New Product: live footage, animation, interviews
Graphics 3 panels West/Jap
Collateral Brochure:New Product
Folder Design & print:New Product
Giveaways Semicon shows
PR Nov 29 Santa Clara
Advertising Semico $10.4K per spread;-JulyDec to July
Ad Solid State Tech New Product: $11,543 K per 2-page, Dec-July 8xs
Ad Nikkei MicrodevicesNew Product: K spread 3Xs, Dec, Jan, Feb
Ad Fabtech 12th Editio Banner Ads - $2K ea (for consideration)
Collateral Ad reprints:Nikkei Micro 1K
Collateral Datasheets
Direct Mail Videos and Brochures
Seminars Semicon Japan Dec 7
Ad Fabtech 12th Editio New Product Single page $7,500; 2Xs
Giveaways Semicon shows
Ad European Semi New Product:$ 9,400 -2 page, Europa,3Xs, March-May
Ad Solid State Tech New Product Product Profile page
Ad Fabtech 12th Editio New Product Single page $7,500; 2Xs

6. New Product Photo
• Schedule a new product photo shoot
-Plan interesting angles & colors
-Use photoshop to enchance final photo
• Re-purpose Product photo
- Collateral
- Direct mail
- Graphic panels
- Multi-media presentation
- Product press release
- Technical articles
- Industry magazine covers
- www, or intranet

7. Advertise to Brand your Product
Decisions for advertising include
•Budget
•Placement and Frequency
•Company guidelines
•Headline, and subheadines
•Add photo, graphs, charts, to draw attention
•Text - keep this short, and to the point
•Logo treatment - company, division, etc.
•Action you want the reader to take
- call, email, www
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8. Advertising with a Sports Theme

9. Ad Translated into Japanese in Dec 2001 Issue of Nikkei Microdevices
with DPN 200 Advatorial and Single Wafer Ad - for DPN 200 Launch

10. Giveaways
Plan before the launch
•Allow enough time to order and receive - 3 to 6 weeks
•Keep it simple - who is going to monitor at the show?
•Have a range of giveaways - from random customer - to special executive
•Plan numbers for each day of the show - so you don’t run out
•Plan quantity to give out internally - everyone likes giveaways
•Order a larger quantity to last through the launch, and launch extension
$.50-$1 Candy or game
$8 Mousepad with design -
or product photo
$30 Clock or watch
$3-5 Key chain or pen

11. Trade Show Elements
Plan all your deliverables for the following areas:
• Booth space
reservation,
& booth
services
• Collateral
• Giveaways
• Graphic panels
• Multi-media
• Video
• Exhibit staff
belongings

12. Trade Show Elements
Multi-media / Presentation:
• Use powerpoint presentations, if budget does not permit
multi-media expenses
• Prepare short (10) and long (40) versions or ppt,
to target different audiences
• Simplify multi-media navigation
• Repurpose video clips in the ppt or multi-media
• Include flash animated screen saver to catch attention
• Distribute CD with multi-media, ads, technical papers

13. Product Display
Plan Product Display and Related Expenses
•Plan Product Display:
The larger the new product introduced,
the longer lead time to order the product
for display at a trade show
•Plan display expenses:
-Cost of displaying versus selling
-Custom mounting expense
-Set-up and dismantle expense
-Shipping expense to and from show
-Drayage expense on the show floor
-Booth staffing expense for demo

14. Models
What can you do when the new product is not available for display?
Large equipment Use of a model
-Expensive to ship -Can be easily shipped to multiple shows
-Expensive to set-up -Construction cost spread over events
-Takes up too much floor space -Less expensive than shipping large item
-Difficult to have 1 to spare for shows -Hidden product attributes can be shown
-Can be damaged in shipment, I&D -Easy to gather around at shows

15. Product Video
Decisions to make when deciding on a video
•Budget: creating a video can be the most expensive launch item
•Location of video - tradeshows, CD to consumers, lobby, etc
•Company guidelines for video content
Translated
•Catchy opening, and images are key into Korean
for Semicon
•People, live interviews, animation, music add interest Korea
Seoul, Korea,
•Text - keep this short, and to the point; translation? Feb 2001
•Logo treatment - company, division, etc.
•Action you want the listener to take

16. Overseas shows
•Contacts: -Plan with local office or exhibit management
•Exhibit: -Ship American booth or do a build and burn
•Timing: -Ship display with enough lead time to clear customs
•Packing: -Pack well, so elements cannot shift and be damaged
•Attendance: -Go yourself for better implementation
•Registration: -Hire local talent to staff desk and speak in local language
•Hospitality: -Check local rules
-food and alcohol in Europe
-tea, coffee, snack in Asia

17. Overseas shows
•Allow time and budget for
additional expenses
•Translate: collateral, signage,
multi-media, video
•Staff: local office reps
Semicon Japan
product launch

18. Measure Launch Success
Review Success of all the Launch Vehicles
• Advertising -
Look at hits or benchmark studies
• Awards and recognition -
Apply for awards in your industry
• Direct Mail -
Evaluate response card numbers
• Press release, analysts, press tour -
Evaluate where your press release was posted,
whether articles were written in the trade press,
meet selectively with financial analysts
• Trade shows -
Evaluate booth traffic & inquiries
• Technical presentations & seminars -
Look for parallel opportunities
• www - www.appliedmaterials.com
List site on ads, collateral, mail, etc.

19. Product Launch Resources:
Product Launch books: by Catherine Kitcho
The Launch Doctor www.launchdoctor.com
High Tech Product Launches
From Idea to Launch at Internet Speed
Product Launch software:
Ross Beheshi rbeheshti@Eloquent.com
Eloquent - Web-based Live and On-Demand
Product Launch Solutions
For more information contact:
Linda Johnson
Manager Marketing Communications
Transistor and Capacitor Group
Applied Materials
2727 Augustine Drive M/S 0756
Santa Clara, CA 96054
408-563-1771
408-563-1756 fax
linda_johnson@amat.com
Good Luck!