Product management glosary

Product Launch

What is Product Launch?

Product launch is the process of introducing a new product to the market. It involves a series of activities that are designed to create awareness, generate interest, and ultimately drive sales of the product. A successful product launch can be a critical factor in the success of a product and the company that produces it.

The Importance of Product Launch

A product launch is a critical event for any company. It is the first time that the product is introduced to the market, and it sets the tone for how the product will be received by customers. A successful product launch can generate a lot of buzz and excitement, which can translate into increased sales and revenue. It can also help to establish the brand and build customer loyalty.

On the other hand, a poorly executed product launch can have the opposite effect. It can lead to low sales, negative reviews, and damage to the brand. This is why it is essential to plan and execute a product launch carefully.

The Product Launch Process

The product launch process can vary depending on the company and the product. However, there are some common steps that are typically involved:

  1. Market Research: Before launching a product, it is essential to conduct market research to understand the target audience, their needs, and the competition.
  2. Product Development: Once the market research is complete, the product development process can begin. This involves designing and creating the product.
  3. Testing: Before launching the product, it is important to test it thoroughly to ensure that it meets the needs of the target audience and is of high quality.
  4. Pricing and Positioning: The product's price and positioning in the market should be carefully considered to ensure that it is competitive and meets the needs of the target audience.
  5. Marketing and Promotion: A successful product launch requires a strong marketing and promotion strategy. This can include advertising, public relations, social media, and other tactics.
  6. Sales and Distribution: Once the product is launched, it needs to be made available to customers through various sales and distribution channels.
  7. Monitoring and Evaluation: After the product launch, it is important to monitor its performance and evaluate its success. This can help to identify areas for improvement and inform future product launches.


A successful product launch is essential for the success of a product and the company that produces it. It requires careful planning, execution, and evaluation. By following the product launch process and focusing on the needs of the target audience, companies can increase the chances of a successful launch and build a strong brand and customer loyalty.