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Simple by promotion activity
while launching a new SKU we often talk about features and properties of new product or product line which basicaly is a wrong approach that generally will not give you long term benefits out of your new SKU.
While launching new SKU we should communicate the actual benefits, how this will add to the social status and your brand strength & relaibility at par to the target segment.
Again keep it in mind benefit considered by one person may not be the same for other person while considering your new SKU, this is where market/consumer behavoural research come in to scenario.
