... competitor)Image (create a new image, tweak an existing image, use the already-existing image) PART FIVE PART FIVE LAUNCH LAUNCHMcGraw-Hill/IrwinCopyright â2006 The McGraw-Hill Companies, Inc. ... (no features, functions, benefits). CHAPTER 16 CHAPTER 16 STRATEGIC LAUNCH PLANNINGSTRATEGIC LAUNCH PLANNINGMcGraw-Hill/IrwinCopyright â2006 The McGraw-Hill Companies, Inc. All right reserved. ... they develop their new catalogs.High-season switch Same as butt-on, but arranging the new item at the top of a season. Example:Polaroid used this strategy often, putting new replacement items...