Situation
This client in the high tech computer peripherals sector had developed a breakthrough product to augment its range and needed a temporary marketing director to develop channel plans
Client Requirement
Develop a winning marketing strategy to address product positioning, pricing and most importantly a new “route-to-market” strategy
Solution Provided
User surveys were conducted across Europe to assess current and competitive users’ views on product requirements - to gain input for a pricing strategy and to better understand real applications, buying cycles and routes to market. A very detailed search of competitor product offerings was conducted to understand best positioning - careful consideration was applied to current product positioning to ensure correct positioning of the new product within the current and competitive ranges. The marketing and support strategy was developed, addressing all of the above areas and facilitating a quality approach to market introduction including channel partner start-up programs and incentives.
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