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The high tech approach to managing new product introductions is to create an online password-protected website, often called a portal, and quickly upload and share all information about the new product introduction this way. This approach assumes that members of the sales force both for the company and for the direct sales channels will actually log in and use the data presented. It also assumes that all members of the channel have Internet access as well.
The low-tech approach is more time-consuming and expensive, yet it does make the new product introduction very memorable. This approach involves sending out product introduction packages overnight, calling each distributor, dealer and salesperson to make sure they got it, and explaining it to them. This approach is very costly and can also suffer from information lag times if the products change rapidly.
The high tech approach is most appropriate with products that have very rapid product lifecycles, for example computers and software. As the product lifecycles of these...
The use of the manually-based approaches is best used for higher-end, very unique products that require the attention of dealers, distributors and channel partners to ensure their success. The overnight shipments of materials also underscore the urgency of the products being launched and make the entire event more tangible and real, further reinforcing the selling message.
References
Andritsos, D., & Tang, . (2010). Launching new products through exclusive sales channels. European Journal of Operational Research, 204(2), 366.
Oren Harari. (1999). Margin killers. Management Review, 88(11), 33-36.
Kurt Johnson, & Mark Leger. (1999, September). Loyalty marketing: Keeping in contact with the right customers. Direct Marketing, 62(5), 36-42.
Marshall, N.. (2010). Commitment, Loyalty And Customer Lifetime Value: Investigating The Relationships Among Key Determinants. Journal of Business & Economics Research, 8(8), 67-84.
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