Strategic approaches for successful new product launches Case study: STIGA S.p.a – the new autonomous robot mower

Abstract

The idea behind this paper stems from my experience at STIGA S.p.a, a company where I did a 6-month curricular internship starting in June 2022. When I joined the company, it was just started a project concerning the launch of a product with a completely new technology, not only for STIGA but for the entire gardening products market: the STIGA autonomous robot lawn mower. Right from the start, as part of the marketing team, specifically the digital activation team, I was involved in the design of the entire campaign. This project gave me the opportunity to understand and experience first-hand the actions and great support of communication in the launch of a new product or technology. This paper analyses the main traditional steps in the launch of a new product and will then focus on the importance of using some effective tools of communication that nowadays have great potential. In the course of this discussion, we will explore the power of social networks in creating cohesion among the members of a community and in the instantaneous dissemination of information of all kinds. This phenomenon occurs through various forms of publication, such as posts, videos, stories, but also through the use of platforms such as forums and review boards. A particular emphasis will be place on the importance and value of consumer opinions. When these opinions are positive, they can become a valuable resource, generating interest in many other consumers. On the other hand, if the comments on a brand or product are not good, they can be a challenge for the company and the brand. In that case, several strategies must be adopted to deal with the situation and protect the brand's reputation. Finally, the case of STIGA S.p.a, one of the main competitors in the gardening tools market, will be presented, specifically the launch of the STIGA new autonomous robot lawn mower. The novelty of the product, that doesn’t regard STIGA itself but the entire market, consists of a completely new technology: The AGS (Active Guidance System), a new technology patented by STIGA. For the launch of the product characterized by this new technology, an extremely structured marketing strategy was adopted which involved a series of contact points with the entire audience. In the digital world, in addition to the strategic use of social media, landing pages and the direct email marketing channel have been created to reach our customers in a targeted way. In the physical world, STIGA focused on the consistency of the presentation of the products in its dealer stores.

However, the strategy was not limited to the national scope. The innovation has been promoted internationally through highly successful events such as the Roadshow, which allowed us to present our product in many different locations, and the first "Plant’s concert," an extraordinary event held during the “Fuori Salone” in Milan . These events have captured attention and created a significant impact in the company. The main and relevant results achieved in digital and non-digital channels will be examined and finally attention will be paid to a notable point that was little taken into consideration during the project: consumers’ feedbacks. The case study analyzed confirms the crucial importance of strategic and cohesive communication in a rapidly changing digital world. The power of social networks and digital tools in shaping the success of a product launch is evident. As we look to the future, we will continue to harness these powerful resources to build meaningful connections with our customers, increase brand awareness and achieve desired results. Furthermore, it is crucial to emphasise that, given the experience and journey of this launch project, the product must be designed and developed in response to the specific needs of consumers.