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As part of a comprehensive marketing and sales plan, we develop a marketing program to meet the diversity of a customer's needs. The plan includes a number of steps, including:  

  • Segmenting the market.

    • Determine market boundaries.

    • Decide segmentation variables.

    • Collect and analyze segmentation data.

    • Develop a profile of each segment.

  • Selecting target markets that potentially are the most profitable and responsive.

  • Choosing a positioning strategy to communicate perceptions about a product line.

  • Developing a marketing plan.

  • Creating an integrated sales approach.

  • Developing new sales leads and either pursuing to closure or working with existing sales team on closure.

  • Establishing and managing a sales rep network, expanding the selling territory throughout the United States and into appropriate foreign opportunities.


For international marketing opportunities, our plan includes:

  • Profiling the client's present export program.

  • By country, obtaining market and competitive data to determine opportunity potential, including local industry and export/import volumes, growth rates and trends, marketing and distribution channels, price levels and competitive analysis.

  • Identifying, selecting and working with the best distributors in each country to insure sales and profits are maximized. 






Our new product development program is designed to implement a cost-effective approach leading to developing a new product or service that truly meets the needs of prospects and customers. The process includes the following steps:

  • Set focus for product diversification and new product development.

  • Create and develop unique and innovative new product concepts related to the client's manufacturing capabilities.

  • Research and evaluate new concepts, including the client's existing ideas.

  • Direct the creative engineering and industrial design activities.

  • Create product packaging and point-of-purchase displays and materials.

  • Oversee selling in test and expansion markets, and national roll-out.






  • Set objectives and develop goals for organization.

  • Benchmark information about the firm and its competitors.

  • Assess firm’s distinctive competencies.

  • Generate strategic options for each market opportunity.






  • Identify the corporate vision and long term goals.

  • Distinguish the core competencies.

  • Identify target opportunities.

  • Proactively search for alliance candidates.

  • Structure and negotiate the alliance.






  • Specify the information required to address the marketing opportunities and problems.

  • Design the method for collecting information, both qualitative and quantitative research techniques, including focus groups, mall intercepts, customized creative sessions and trade interviews.

  • Manage and implement the data collection process.

  • Process and analyze the data.

  • Communicate the findings and their implications.

  • Recommend action plans.






  • Determine who the key audiences are, including users of the product or service as well as influencers and decision-makers.

  • Formulate a strategic message to each target audience.

  • Prepare a plan detailing objectives, strategies, tactics, timeline and budget.

  • Determine the media mix best suited to reach the target audience, including trade and technical publications, business press, television and radio, newspapers and magazines.

  • Determine the tactics to execute the public relations program, including the standard news releases, press tours, direct mail, special events, contests, and speakers bureaus.



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