Have you done a market research on the utility, appeal and relevance of product, before it was actually developed? Demographics, public preferences, competitors’ activities in the area, alternative products available on shelf, nomenclature or product branding and product pricing play an important role in deciding the features of product in its conceptual stages.

1. Is Your Product a Winner or a Loser?
Some of our loyal readers requested us to write about Marketing Strategy to be adopted to make a newly
developed Product a Winner in Crowd. We have therefore dedicated part of Go Goal blog to share a few major
steps to take to ensure that your Product is “ready to take on” in the market before you start selling.
Have you done a market research on the utility, appeal and relevance of product, before it was actually
developed? Demographics, public preferences, competitors’ activities in the area, alternative products
available on shelf, nomenclature or product branding and product pricing play an important role in deciding
the features of product in its conceptual stages. Market is then segmented based on these characteristics.
Once product is developed, test markets must be created where the products can be tested before actual
release. The best means to sweep the market is by incorporating into product the best options you would have
identified during market research phase.
After the product is completely tested, target markets are identified for market penetration. One of the best
means to achieve more visibility today is by having an online presence i.e. websites. Internet marketing is very
powerful means to reach masses not just locally but globally. Website design and layout therefore carries a lot
of impact on the way product is displayed and presented before buyer. First impression matters here, as
catchier phrases or slogans and aesthetics linked to products tend to pull crowd for viewing and buying. If the
webpage layout is bad, products are not highlighted, branded or explained, URL mismatches are common or if
hyperlinks are not working it creates scope for ambiguity and failure to appeal.
A good website like the one shown below will be well connected, bug free, relevant, ambient and informative.
Most important product unique features in addition to other features must be explained as it is the
differentiator based on which your pricing strategy will be scrutinized and compared with other products on
shelf by your customers.

2. Usage of large fonts, large images, large video clips and heavy slangs creates an amateurish impression and the
user may like to think twice before proceeding further.
One must remember that diaspora has increased and the expectation therefore is a variable quantity. Without
Company name the product becomes anonymous in a crowd, therefore product branding, trademarked logos
and corporate strategy is important to differentiate product from its competitors’. Marketing materials used
during promotional activities such as brochures must include highlighted product unique features, corporate
strategy and pricing information.
The next very important criterion to be considered is the uniqueness of Software marketing. Indian Software
Product development industry is slowly evolving and is learning through its mistakes. However, a large number
of innovators fail to understand the importance of marketing their product to gain visibility in a crowd. More
than “lack of funds” it is “lack of marketing awareness” that kills products prematurely. Awareness of
marketing tools already available that can reach masses must be researched. For instance, ipott.com allows
companies to list their products free of cost and offers knowledge management services that include
intellectual property management and intellectual property sale.
We have recently published blog content on Product Ideation titled
New software “Product”? What NEXT?
Our next issue is on the importance of BRANDING a Product. For more information about Go Goal or to
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