1. Communicating…

2. Product Development
Strategies
• Product Development Strategy Questions
– Is there a market for your product?
– How big is the market?
– What share might you obtain, of the market?
– Who are your competitors?
– What substitute products exist?
– Is it ‘Needs’ or ‘Educational’ based marketing?
– How should the product be developed?

3. Research
• Research can take many forms, including:-
– Consumer Forums/Workshops/Clinics
– Desk research
– Internet research including:-
• Google, Forums, Wikipedia
– The Telephone
– Ask the channel, ask potential customers
• Research all aspects of your offer
• Who to do the research?
• Or get on and just do it!

4. Research Out Comes
• Better understand:-
– Demand and where the demand is
– Where the pricing point is
– What quality levels are required
– Packaging requirements
– Means of distribution
– What features of the product create the demand
– Understand your potential market
• Produce a clear Product Development Strategy

5. The Product life Cycle (PLC)

6. Positioning Your Company
• Develop a unique Quality position
• Introduce a unique Guarantee
• Develop ‘Unique Selling Points’ for
– Your products
– Your services
– Your marketing

7. Developing the means of
Distribution
• Develop a unique means of distribution
– Just as important as developing your product
• Ease of purchase
• Ease of delivery
• Ease of unpacking and using
– Instructions are just as important as the product
• Customer support, service, returns
• Prospect, Customer, Advocate

8. Who do you want to sell too?
Business to business
• Vertical market
• Market segmentation
• Decision Making Unit (DMU)
• What motivates the buyer
• Match product to the need in the market

9. Who do you want to sell too?
Consumer
• Sex
• Age
• Position in family (responsibilities)
• Problems
• Income
• Lifestyle
• Interests
• Image
• Influencers in the market

10. The Sales Continuum
• Analyse the existing Sales Continuum
• Will the market bear a different Sales
Continuum?
• AIDA
– Attention, Interest, Decision, Call to Action
• But yours will be much more detailed!

11. Share of Mind – Share of Market
• Write copy that sells!
• Build share of mind
• From share of mind comes share of market
• From share of market come profitable sales
Good Luck!

12. Summary
Consider all aspects of the means of:
• Manufacture
• Distribution
• Communications
In a profitable way!

13. Communicating
Chris Robinson
Communicating
Business to business marketing
023 8028 2366
www.communicating.co.uk
Chris@communicating.co.uk
My business is marketing your business