Final Essay

This section aims to provide an understanding of the trends and techniques that should be kept in mind while scheduling a launch or relaunch of a product. It looks into both sides of the argument: whether or not a relaunch is necessary. It also seeks to highlight the growing importance of social media in the marketing strategies of a product launch.

In her article “10 Tactics for launching a product using social media,” Joan Schneider talks about how the “new launch landscape” means that everyone is on a level playing field. Social media and technology have become such an integral part of everyone’s professional and personal lives that there is no way it can be ignored anymore. Integrating it into your strategy, whether it is for a launch

Use social media to support a launch by knowing your target demographic and their social media preferences.
5. Use social media to host contests that foster loyalty and reward brand advocates.
6. Use a blogger outreach strategy to help launch your product.
7. Use a hashtag to create, ignite, and track the conversation on social media.
8. Use visual social media to give people an inside look at a B2B company.
9. Use social media to let consumers create the new product.
10. To maximize effectiveness of a social media campaign, always stay ahead of “the next big thing.” (Schneider 2015)

The major takeaways from this article that can be related to Lemon Max are points number 2, 3, 5, 7 and 10. Currently, Lemon Max is not very active on social media, it is not the brand’s main focus. They have however, implemented point number 5 already: they have giveaways, contests, etc to promote consumer loyalty. As with any other launch, or relaunch, it is imperative to create awareness and hype on social media well before the actual event so that consumers have it in the back of their minds that it is not something they would want to miss. Schneider also maintains using social media to create an emotional connection with the brand is a good tactic to adopt. Posting content, on platforms like Facebook, that evokes certain emotions increases the chances of consumers buying the product due to that. She also stressed upon the importance creating a hashtag to track trends. This is especially

Mininni acknowledges that updating packaging or even repositioning the product in stores to gain more visibility is perfectly acceptable. However, frequently engaging in complete rebranding and repackaging raises “red flags”. (Mininni 2007). Companies choose to stay on the surface instead of digging deeper because it is easier that actually conducting research to see whether they are delivering what they are promising and if the customers are satisfied at