Launching into an Established Market

Malcolm White
Euro RSCG

Brands get launched into all types of market all the time. Markets which are at different stages in their lifecycle: new markets developing markets and – the subject of this chapter – established markets.

The IPA Effectiveness dataBANK identifies 144 prizewinning papers which deal with success in established markets1, from 1980 until 2002. Because only 19 of these 144 papers are brand launches (rather than relaunches or repositionings) we might conclude that launching a new brand into an established market is especially difficult and that the endeavour is more likely to end in failure than success. It is interesting, also, that the majority of even these 19 papers are concerned with launches pre-1994. We might conclude from this that it is increasingly difficult to launch into established markets.