strategic planning for product development and growth product camp

Strategic Planning for Product Development and Growth

De Verges B. JonesOctober 15, 2011

Orange County Product Camp

Brands I have Managed

More Brands

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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!


How much time do you spend on thinking about the future of you

brands, their industry and segment?


Do you think about your product strategically every day?


Detached from the real world and marketplace?


Don’t under estimate the intelligence of your target audience!


If you don’t force yourself and the organization to think strategically you may miss a major opportunity……………………


Don’t miss out on market, customer, technological opportunities………….


What drains us from thinking strategically!


• Consolidation• Globalization• Economic Trends• Political Unrest• Wars• Environmental concerns


• Pricing• Competitive activity• Trade related issues• Distributor problems• Management• Customer Service• Operations• Finance• Manufacturing• Packaging• Advertising• Weather• Media• Consumers• RD• Time schedules


Too focused on day to day tactics!


What are the causes and effects of not thinking strategically?


Are your products meeting future needs?


Hyper strategic marketing is dangerous!

We figured it out at the water cooler????????


• Strategic Planning is a Process………………


Know your numbers!Perform Segmentation!Challenge all of your objectives and strategies!


• 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


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?


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


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


Not aware of what competition is really doing?


Lack of Product Leadership!

I am talking about thought leadership.


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.


“ Just think about it!” De Verges B. Jones

The Marketing Leadership Consulting [email protected] – 949-861-1916

mailto:[email protected]

strategic planning for product development and growth product camp

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