Logitech: Getting the io (TM) Digital Pen to Market

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Supporting video

Reference no. IMD-5-0622-V

Subject category: Marketing

Authors: Jean-Philippe Deschamps (International Institute for Management Development (IMD)); Atul Pahwa (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Published in: 2004

Length: 40 minutes

Data source: Field research

Topics: Computer; Product launch; Product introduction; Disruptive technology

Notes: File size 2.41GB. Click for more information.

Share a link: https://casecent.re/p/11431

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Abstract

This video is to accompany the case. It introduces two key players within the Logitech organisation who discuss the rationale behind key decisions made during the product launch process. These individuals address the reasoning behind these decisions pertaining to the selective launch strategy, segmenting choices, pricing and advertising. Beyond this, they address several of the questions raised in the case related to vertical market opportunities, targeting professional segments, the focus on enterprise applications, and the commitment of the senior management on this new product platform.

Location:

Worldwide

Industry:

Computer hardware, peripherals

Size:

USD1 billion

Other setting(s):

2002-2003