SWOT Category: Internal Weaknesses

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We’re launching a new product, with many distribution options. How do we decide which channels to use?

We are about to launch a new product that spans several retail categories and types of retailers that would carry the product. It's geared toward kids­mostly girls from 6-12; it's educational in that it teaches basic cooking skills and history; it's fun because it involves role playing, challenges the imagination and can be done with parents, siblings and friends. The challenge is: we're a small company and there are so many retail and marketing options. We have some funding, but need to be judicious in how we apply what we do have to the launch. The product can retail through food, gift, department store, catalog, online 'Amazon' and educational institutions.

When it comes to building the best launch strategy for this type of product, which channel(s), and what key marketing options are best to pursue? Can your readers help?

­Pete M., President

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* 1. Can you help? What's your best advice?

 

As an extra bonus, your name will be entered into a free drawing for our newest ebook, "A Marketer's Guide to e-Newsletter Publishing", a strategic marketing book written by those in the trenches.

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* 2. Should you win, where should we send your prize?
The editorial team will review all submissions. There will be a random drawing from all the submissions to determine the winner of the book giveaway.

With your permission, responses to this question may appear in a future issue, and may be edited for length and clarity.

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* 3. Please indicate your choice about using your answer, name, and company in an upcoming issue.

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