The SMS 5000 is a combined intrusion and hold-up alarm system. It is used to monitor a situation and then process the information derived from it, in addition to triggering the necessary measures. Uses and applications of the SMS 5000 range from small systems with relatively low security requirements to large systems for the highest risk class. A number of new findings had to be taken into account in order to launch the new product on the market and achieve the best possible sales.
Not so long ago, the market launch of new products was an adventure for many companies. The crucial question of whether a new product is going to be a success is still being asked today. However, market launches in the 1970s and earlier were far more unscheduled and often based on the conviction that a well-developed product inevitably had to have success on the market.
With increasing pressure from the competition, difficulties on the sales markets and, above all, the significant increase in expenditure for development, the previous recipe for success was increasingly called into question. It was therefore necessary to find new ways to take these changed circumstances into account. With the help of product planning, all information from the product world, market and company is systematically analysed. This method allows the success of a new product to be well determined and controlled in advance.
The product idea, product study and development as well as production and market launch are all important phases of product innovation. The development of the SMS 5000 also took place in clearly defined planning stages. Careful planning and consistent adherence to the specified targets led to decisive steps being made in planning stage 8 – “Market launch”. But what does this mean?
During this phase, the development and marketing team worked very closely and intensively, as the new product had to be given its final production-compatible and market-compatible look. Preparations for the “Sicherheit 86” trade fair held in Zurich last year continued at full speed. Presentation boards, accessories and demonstration models had to be prepared and, in some cases, specially made. The presentation of the new SMS 5000 products then proved successful. Other sales-promoting measures are now being carried out in the form of demonstrations to potential customers that are held at our company almost every week. Important customer visits also take place in the field, often with the support of the product manager and technical staff. The first systems are carefully positioned, as it is important to create a good first impression in these reference projects.
One activity that should not be underestimated is the preparation of sales documents. Once the seemingly relevant statements have been made and all the important features have been defined, these thoughts have to be put down on paper. Graphic design requires a great deal of skill and detailed work. The texts require a great deal of effort in particular. Creating the technical documentation is an extremely demanding and time-consuming task. In addition, a certain number of checklists, text modules, help sheets for preparing quotations, programming documents, etc. also have to be prepared. These documents are also required to inform our employees in sales, planning, assembly and installation at the ongoing sales and training days.
Market launches also mean defining the product policy. In addition to the basic equipment, the choice of options and the service package to be offered must be determined. The packages must be defined so they take account of the different requirements (market – company). It is also important to determine binding sales figures. Last but not least, the replacement of the existing product ranges also has to be planned and coordinated. The price is determined taking into account the defined market strategy and product policy. Pricing is particularly difficult due to the shift from hardware to software. However, the market launch also involves adapting our sales organisation to the changed circumstances with regard to the product. Our employees in the offices and in service must be trained in the use of appropriate programming tools and test aids. Spare parts and storage must be ready in good time. The service team has to deal with the tasks to be assigned to them. All these activities and tasks are aimed at ensuring a smooth market launch. The fact that we are able to develop, manufacture and deliver an extremely demanding product within a relatively short time frame is a source of satisfaction for all parties involved.