If you intend on bringing a new product to market that claims to fulfill a consumer need, then you actually need to know what that need is.

This is the method that Toyota used when it deployed researchers to hang around supermarket parking ...

• Do you want to be the low-cost leader or the luxury provider?
• Align your product to a specific benefit. For example, the Head & Shoulders shampoo brand positions itself as good for eliminating dandruff, which makes it appealing to co...

If you supply menstrual products, then your marketing is obviously only going to be effective on part of the population; it’s this group that you want to target.

If the target market you choose is too narrow, you risk not having enough customers to be able ...

It’s essential to figure out what went wrong and what went right in order to make corrections and improvements in the future. The most rigorous and effective way to do this is to perform a marketing audit.

To begin a market...

1. Research market opportunities
2. Choose your target market carefully
3. Decide on a unique positioning
4. Implement marketing tactics, and 
5. Audit the results. 

The old 4 Ps framework must now be replaced by the 4 Cs framework focusing on customer value, cost, convenience and communication.

• Customer value: Forge long term enviable customer base. One such examp...