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Product Marketing Strategy
Product Marketing Strategy

Mission Statement
Corporate Mission Statement.
Manufacturing objectives.
Product Development objectives.
Marketing objectives.

Customers

How many of them are there?
What are they buying?
What practical problems do they try to solve?
What emotional problems do they try to solve?
What is the size of your market?
What is your customer's price point and other economics?
Exactly what does it take to win an order?
How long does it take to win an order?
Exactly how do customers use competitive products?
What's the current satisfaction with competitors?

Market Segmentation

Group customers (needs, industry, distribution, geography).
Narrow the targets.
Select targets.
Label the segments.
Consider the similarities and differences. Anything missing?

Competitors

What are they doing now?
Where do competitors advertise, and how often?
What is their sales pitch?
How do competitors price?
How do they distribute?
How do competitors position themselves?
How do competitors react to threats?
How do successful competitors differ from the lesser?
What are their market shares?
Compare competitors to your organization in terms of your:

Strengths
Weaknesses
Opportunities
Threats

Product Position

Differentiate your product and your service.
Find the opportunity. Its out there.

Remember that famous glass of water? The one that optimists see as half full and pessimists see as half empty? A scientist, however, sees a question -- Was the glass designed with too much capacity?

What we see is, actually, a matter of perception. What your customer sees is, also, a matter of perception -- his perception. Understand your customer's needs.

Describe your products.
Describe your customer's pain ...

Some sales systems will script sales closing

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