What is a Product Release Strategy?

Companies often spend copious amounts of time and effort to develop new products for sale to consumers in the economic marketplace. Developing new products will typically result in companies creating a release --- or rollout --- strategy to get their products into consumer's hands.

Purpose

A product release strategy helps companies generate buzz or consumer demand for their products. Companies may decide to release products in slow stages to ensure early success or withhold information to create a consumer demand that will grow upon the product's release.

Features

Release strategies often involve marketing or advertising campaigns prior to selling the product, setting a date for release, setting up a supply chain or other network for selling the item or holding special events at locations selling the product.

Effects

Companies use these strategies to gain market share over their competitors. This is especially true in the electronics field, where new products enter the market and create a consumer following based on product value. Consumers are often more willing to participate in a future release strategy based on past performances.

References

• Investopedia: Rollout
• RMR & Associates: The RMR Marketing Advisor Newsletters