There are two ways for products to enter a new target market. One is a full launch of the new product to a segmented target market while the other is a rolling launch with certain steps. The target market segment can be one single segment or multiple segments. Generally, a market segment can be further divided into multiple sub-markets for better resource allocation.
A market can be segmented by the scope of launch, geographical location, ways of distribution, sales team, advertising media and some other useful segments.
For the fashion industry, the success of new fashion depends on the spread of word-of-mouth that entering a target market through a rolling method is preferred. Brand should first target a group of trend-chasing people as their initial target consumers. Such method could bring a high return with a rather low cost. Part of these customers will affect their peers with their feelings towards the product, or through their demonstration of the product will initiate many more potential consumers. For goods such as beer and cigarette, the sub-market is divided based on geographical location, which may be the best foundation to enter the market. It is not realistic to have a full market launch since these products have competitors everywhere. In fact, many beer manufacturers enter the market through a sub-market in a nearby geographical location and gradually spread to other regions, the whole country and all over the world.
For daily goods such as shampoo or facial cleanser, they can enter the market through different ways of distribution to different market segments on a rolling basis. For example, a brand new shampoo can be first made available in high-end department stores or specialty stores, and gradually spread to grocery stores and finally to general shops and discount stores.
But no matter which approach a brand adopts, it should first get its brand and product information localized, that includes brand website, product packages and descriptions, brand presentation materials, legal documents, technical papers, etc. all of these constitute the success of a new products entering a new market, thats why hiring a professional translation company is the key to expand your business.