Launching New Products (Int)

Summary

Students will discuss the marketing challenges of launching new products.
Student Level: 
Intermediate
Unit Group: 
Sales and Marketing

Warm Up (5 mins)

In your opinion, what are some innovative consumer products of the last 10 years? 

Have you bought anything that might be considered a "new" product recently?

Listening (5 mins)

You are going to listen to some experts talk about marketing new products. Answer the following question based on what the speaker says.

1. What is an 'evolutionary' product?

Reading Comprehension (10 mins)

Read the following 2007 press report about the launch of the Apple iPhone then answer the following questions.

What could the original iPhone do?

According to Steve Jobs, what was the strongest feature of the iPhone? Do you agree?

When it was launched in 2007, how many different versions of the iPhone existed?

Grammar (5 mins)

Giving advice with "be sure to" / "don't forget to" / "try to" / "remember to"

We use "be sure to" / "don't forget to" when we want to give advice more emphatically.

We use "try to" when we want to give advice less emphatically.

We can use "remember to" for both kinds of situations.

Example

Sentence

be sure to

Be sure to fasten your seat belt before you begin driving.

try to

Try to brush your teeth at least twice a day.

don't forget to

Don't forget to call me if you think you will be late for the meeting.

remember to

Remember to get some milk from the store if you have time.

remember to

Remember to take a credit card in case you need some emergency money.

Imagine you are giving advice to a co-worker about some things he/she must do in order to complete a project.

e.g. Remember to book a meeting room for the project presentation.

Practise with your instructor.

Vocabulary (5 mins)

Word or expressionMeaning
Beta-testTo do a test of a product or service on a small set of customers before a larger product launch.
to "hit the stores"To arrive in shops and be available for purchase.
pre-ordersOrders placed by customers in advance of the goods being released for general purchase.
teaser videoA short video designed to stimulate interest and curiousity in a new product, service or event.
to leave [something] with [someone]To delegate responsibility for a task.
to "get on to"To begin work on a project or task.

Use the correct form of the vocabulary above to complete the sentences.

It is essential to _____________ all our new software before releasing it to the public.
Can I ______________ this task with you to finish by Friday?
I watched the __________________ for the new Star Wars movie. It looks great!
Apple says that their new model smartphone should _____________ this summer.
Based on the number of ___________________ I think there will be a lot of demand for our new digital device.
I'm pretty busy this week but I promise I will _____________ that report soon.

Practice making some original sentences using these words and expressions.

Role Play (15 mins)

CharactersDialogue
Mathew:Thanks for coming, Aya. As you know, our new camera model, the Pictax 5000, will be ready to hit the stores next quarter. We need to come up with some ideas for how to make a successful product launch. Any suggestions?
Aya:Why don't we ask some of our existing customers to beta-test the Pictax? We could ask them to compare the features of this one with the previous model?
Mathew:Good idea. And remember to offer them incentives to blog about their experience online.
Aya:Of course. We could offer discounted pre-orders to our beta-test group if they post a link to our official website.
Mathew:And be sure to get in touch with the popular photography magazines and invite their writers to try it out, too.
Aya:We should think about doing our own promotion on all the big social network sites like Facebook and Twitter.
Mathew:Absolutely. Don't forget to allocate something in our budget for video production. We need to post a teaser video on YouTube fairly soon.
Aya:OK. And finally, how about some kind of customer competition? The winners can get a free Pictax each.
Mathew:Sounds terrific. That should capture the imagination of our target audience. Alright, Aya. Can I leave it with you to organize?
Aya:No problem Mathew. I'll get on to it this week.

Try the role play again. This time imagine that you are launching a new product for your organization. What things could you do to make sure the product launch is a success?

Extension Activity

Imagine you are in charge of launching a new version of an existing smartphone. It has a few new features but mostly just improvements on the previous model's existing features. How would you market this kind of "evolutionary" product launch? Brain storm some ideas with your instructor.

Now try to imagine an original product or service which the world has never seen before. How would you market this kind of "revolutionary" product?

Which do you think would be a more difficult project and why?

Review and Quiz (5 mins)

Do you have any questions about this lesson?

What did you learn today?

Did you learn any new vocabulary or expressions?

Ask your instructor for tips on how you can improve your English.

Finally, don't forget to take the quiz after all your lessons are finished today.

Thank you !