MARKETING & SALES

 

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. 

 

 

 

NEW PRODUCT DEVELOPMENT

  

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.

 

 

 

STRATEGIC MARKET PLANNING

 

• 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.

 

 

 

STRATEGIC ALLIANCES

 

• 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.

 

 

 

MARKET RESEARCH

 

• 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.

 

 

 

PUBLIC RELATIONS

 

• 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.