Oct 24, 2019 - "Physical retail will continue to become more experiential": Karan Kumar, Fabindia

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From the Editor's Desk

Let's Do Launch: Five Critical Moves for Your Next Launch

Whether you're selling an innovative new razor, a new season of a television series or a provocative message for an established sporting goods brand, it's all about the launch. Making a big splash - the right kind of splash - plays an increasingly critical role for long-term success in consumer markets.

In fact, according to a recent Bain & Company survey of 650 US senior marketing executives, using the right approach to launch a product, feature or campaign allows companies to realize 1.5 times to 2 times higher annual revenue growth rates for a brand. First impressions have always mattered, but consumers today are inundated with branding and advertising messages across more channels. The number of launches rose by an average of 27% per company in 2018, survey respondents reported, with product and service launches seeing even steeper growth; the food and beverage industry alone had more than 55 product launches each day.

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