strategic planning for product development and growth product camp
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Strategic Planning for Product Development and Growth
De Verges B. JonesOctober 15, 2011
Orange County Product Camp
Brands I have Managed
The Ultimate Brand Champion!
The Ultimate Global Product Pioneer!
Steve Mastered the Communication Engagement Process!
Results Brand Loyalty
Strategic Planning for Product Development and Sustained Growth
Just think about it!
Strategic Planning for Product Development and Sustained Growth
How much time do you spend on thinking about the future of you
brands, their industry and segment?
Strategic Planning for Product Development and Sustained Growth
Do you think about your product strategically every day?
Strategic Planning for Product Development and Sustained Growth
Detached from the real world and marketplace?
Strategic Planning for Product Development and Sustained Growth
Don’t under estimate the intelligence of your target audience!
Strategic Planning for Product Development and Sustained Growth
If you don’t force yourself and the organization to think strategically you may miss a major opportunity……………………
Strategic Planning for Product Development and Sustained Growth
Don’t miss out on market, customer, technological opportunities………….
Strategic Planning for Product Development and Sustained Growth
What drains us from thinking strategically!
Strategic Planning for Product Development and Sustained Growth
• Consolidation• Globalization• Economic Trends• Political Unrest• Wars• Environmental concerns
Strategic Planning for Product Development and Sustained Growth
• Pricing• Competitive activity• Trade related issues• Distributor problems• Management• Customer Service• Operations• Finance• Manufacturing• Packaging• Advertising• Weather• Media• Consumers• RD• Time schedules
Strategic Planning for Product Development and Sustained Growth
Too focused on day to day tactics!
Strategic Planning for Product Development and Sustained Growth
What are the causes and effects of not thinking strategically?
Strategic Planning for Product Development and Sustained Growth
Are your products meeting future needs?
Strategic Planning for Product Development and Sustained Growth
Hyper strategic marketing is dangerous!
We figured it out at the water cooler????????
Strategic Planning for Product Development and Sustained Growth
• Strategic Planning is a Process………………
Strategic Planning for Product Development and Sustained Growth
Know your numbers!Perform Segmentation!Challenge all of your objectives and strategies!
Strategic Planning for Product Development and Sustained Growth
Strategic Planning for Product Development and Sustained Growth
• Typically a strategic plan is for a 3-5 years period.
– Pepsi Strategic Plan Process• Strategic Plan (5 Years)• Annual Operating Plan• Mid-Year Review
Strategic Planning for Product Development and Sustained Growth
Industry ReviewMacro and Micro Economic FactorsIndustry Competitive ReviewUnderstand Industry/Category Want and NeedSegmentation AnalysisCompetitive ReviewWho are your target competitors?Pick the key competitor and have a rationale.How does your product address the category need and
want?
Strategic Planning for Product Development and Sustained Growth
Product Strengths and Weakness (SWOT)Are product improvements needed?If they are needed how long will they last?MissionVisionBrand PositioningDistribution StrategyManufacturing SchemeAdvertising Strategy – Product Claims
Strategic Planning for Product Development and Sustained Growth
Large market share potentialFits well with our long-term product portfolio Easy to manufactureIs preemptiveHas compelling claimsHas high marginsPerformed well in researchIs a long-term playGood fit with distribution
Strategic Planning for Product Development and Sustained Growth
Not aware of what competition is really doing?
Strategic Planning for Product Development and Sustained Growth
Lack of Product Leadership!
I am talking about thought leadership.
Strategic Planning for Product Development and Sustained Growth
Strategic Planning for Product Development and Sustained Growth
Strategic Planning for Product Development and Sustained Growth
Summary• Be a strategic champion in your company/department.
– Emphasize collaboration– Total immersion– Make it an ongoing activity– Challenge each other thinking
• Know your numbers.• Know your competition• Know the habits and behaviors of your consumers and customers.• Think outside your company and industry.• Create a mission ……. and a Vision.• Try to get away from your office!• Stick to your strategy – don’t change it unless it really needs changing.
Strategic Planning for Product Development and Sustained Growth
Strategic Planning for Product Development and Sustained Growth
“ Just think about it!” De Verges B. Jones
The Marketing Leadership Consulting GroupJones.dbj@gmail.com – 949-861-1916
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