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12 Types of Product Launch

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Product launch is the rollout of a new or updated product to a target market. It is a component of product development that can be seen as a moment of truth as the product is received by customers and reviewed. Planning for product launch typically begins in the concept phases of a product and runs in parallel with product development. The following are common elements of a product launch.

Sales Planning

Determining sales objectives, goals, strategy and a plan. This includes things such as a sales forecast, sales budget and sales incentive plan.

Operations Planning

Operations planning such in areas such as information technology, manufacturing, quality control and supply chain. The operations plan relies on sales forecasts.


A plan for communicating the product to generate demand using techniques such as advertising, events and engaging influencers such as lead users.


Generating and qualifying leads.


The process of planning and deploying sales channels. For example, an international product launch may leverage dozens of distribution partners in retail and ecommerce channels.

Inventory Management

Planning inventory for each distribution channel.

Product Knowledge

Product training for sales teams and other customer-facing employees.

Customer Service

Deploying customer service functions for the product.

Customer Experience

Launching elements of customer experience such as point of purchase displays and store windows.


Developing pricing objectives, strategies and structures. New products are often launching with a price designed for skimming or market penetration.

Risk Management

Identifying and managing product risks.

Controls & Monitoring

Developing controls and monitoring to manage the launch.
Overview: Product Launch
The release of a new or updated product to a target market
Related Concepts

Product Development

This is the complete list of articles we have written about product development.
Brand Development
Competitor Analysis
Critical To Customer
Customer Analysis
Customer Needs
Design Considerations
Design Principles
Design To Value
Early Adopters
Feasibility Study
Figure Of Merit
Latent Need
Market Fit
Market Research
Moment Of Truth
Naive Design
Packaging Design
Product Analysis
Product Culture
Product Design
Product Functions
Product Marketing
Product Metrics
Product Planning
Product SWOT
Proof Of Concept
Sensory Analysis
Social Features
Target Market
Time To Market
More ...
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