New Product Launch

Paper Summary:

This paper addresses the marketing mix, segmentation, target public and message taken by XM Radio to launch its service in 2001. The basic facts of the product launch are relayed and a brief evaluation of the effectiveness is offered. It is pointed out that the initial push to announce the service launch in 2001 was done in ads in movie theaters.

From the Paper:

"When XM Radio launched its communications satellite in early 2001 and the subsequent radio service later that same year, it hailed a new age of choice-driven, no-holds-barred, clear-as-a-bell radio. The expectation was that through equipping new automobiles with satellite radio services and providing consumers the option of plug-and-play receivers they could use at home or in the car, the company would change the face of radio, capitalizing on what they believed was a demand for uninterrupted music and talk entertainment. In the next six years, the company doubled the number of radio channel offerings it made and raced to sign up high profile talent that would interest the listening public and win potential customers for XM's service over upstart competitor Sirius Satellite."

More papers on New Product Launch:

• Essay # 137719 : "New Product Management"
• Dissertation or Thesis # 75341 : "New Product Acceptance in the Public"
• Essay # 8169 : "Product Launching"

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