Technical In previous issues of
Pitchcare this year, Richard Comely and Lee
Kristensen of Ransomes Jacobsen have provided an insight into the concept, design and production of commercial mowing equipment at their manufacturing plant in Ipswich. In this concluding article, they show how the equipment is marketed, delivered and finally installed with the end user
The final frontier
Closing the circle
ur new mower began its journey in the concept and initial design phases; we have followed it through our manfacturing plant, where we were cutting, bending and welding steel, machining components, painting and eventually running it down one of our production lines to produce a finished machine. Now we have a shiny new mower, but what happens now?
O The launch process
Back in the first article, we discussed Gamma pre-production prototypes, the version of the machine that is almost the finished product and incorporating all the minor refinements resulting from our test programme with the Beta models. This will normally be 6-8 weeks ahead of the launch date and four months before production begins in earnest.
One of these Gamma models is
Marketing support material is an
essential element in a new product launch
given to the marketing department, and it is their responsibility to prepare all the marketing and advertising material that will accompany the launch of the new product. The first activity is to have the machine professionally photographed, from numerous angles and highlighting visually all the features and benefits of the mower.
These photographs will be used extensively throughout the launch of the machine. The creative campaign will be formulated, advertising copy prepared, space booked in selected magazines and artwork prepared. Marketing literature will be designed, highlighting again the features and benefits and also providing a detailed specification of the machine.
Concurrently, or even prior to this, a public relations campaign will be instigated. It might take the form of a teaser campaign, hinting at what might be coming and stimulating interest, or it will
Every journalist attending the press conference will depart with a detailed press pack
Trade shows are excellent venues for launching new products 134 PC OCTOBER/NOVEMBER 2013
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156