Purpose
Post the stage of evaluation and the decision to go ahead with the launch or for existing marketeres / retailers, IRIS can provide assistance and marketing inputs in the following areas
• Identifying key markets, suggesting early adopters, phases for the launch
• Identifying, Short listing / arranging preliminary meetings / tie-ups with partners in the    trade
• Product concept, differentiation, consumer target details
• Range selection / Pricing research in order to suggest the optimal price points /    merchandise assortment for various customer segments
• Providing cues for packaging
• Target consumer reactions to the "total offer" and make requisite modifications
• Trade launch plans-advertising, PR, displays, POS
• Inputs on in-store communication
• Assistance in setting of shop-in-shop / in-store design
• Visual merchandising / planogram
• Monitoring customer feedback and suggesting cues for improvement

Process
IRIS involvement methods include
• Brainstorming/consulting meetings
• Conducting secondary data searches
• Meeting "marketing" and industry experts for inputs into the blueprint
• Accompanying client to critical meetings
• Using experts with industry knowledge
• Conducting primary qualitative and quantitative researches
• Writing and modifying the key strategy papers and processes with client's inputs and    business papers
• Physical visits to the "sites"/cities to get a firsthand feel
• Backend integrations with Images Multimedia divisions for branding, events etc.
• Enabling development of communication material