Product Launch Award
Product launch in this context should be taken to mean activities carried out in the pre, peri and post-launch phases for either a new product or a significant line extension that came to market in Australia between January and December 2009. Details should be given of all activities prior to the launch where relevant.
Format & Guidelines
Your entry should be a submission of 1500 to 3000 words and it may include charts and diagrams if appropriate. Please provide a selection of supporting materials, eg. Brochures/samples. Note: Entries and supporting material should be unbound. Please supply 4 copies of all supporting materials
Your entry should be set out under the following headings:
Executive Summary
Please provide a synopsis of no more than 500 words. Should your entry be nominated for an award, extracts from this synopsis may be published so please ensure that it contains no confidential or sensitive information. PRIME undertakes that no part of your entry will be reproduced in any form whatsoever and will remain strictly confidential at al times.
Market Analysis
Situation analysis looking at market opportunities and potential, (product/customer/patients etc) competitive analysis, pricing etc
Objectives
Sales objectives, market share, market penetration / rate of penetration, target customers / patients etc
Strategy
Positioning against external and internal competitors; basis of competitive advantage; resource allocation etc
Tactical Implementation of the Marketing Plan
List of key activities (internal and external); utilising and integrating different channels to the customer; co-ordinating tactics to original marketing objectives / strategy etc
Effectiveness
Outcomes vs. objectives; methods of and criteria for evaluation etc
Judging Criteria
- Clarity of objectives
- A well defined marketing strategy
- Effective resource allocation
- The quality of implementation
- Customer / patient focus
- Technological innovation
- Innovative thinking and execution
- Impact on customer perceptions
- Evaluation criteria
- Results
- Overall marketing effectiveness
Short listed entries will be given the opportunity to submit a "poster" summary of their campaign to be included in the exhibition of winners work at the PRIME Awards ceremony. If your entry is short listed, you will be notified by email in August 2010.
Winners will be announced at the awards ceremony on Thursday 23 September 2010.
If you would like to make a submission for this award category, please review information on 'How To Enter' page and proceed with completing the 'Entry Form'.
Should you have any further questions regarding this category, please send an e-mail to This e-mail address is being protected from spambots. You need JavaScript enabled to view it
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