Mirio E. D. de Rosa

Prove that the Product Strategy delivers what it promises. Some multinational companies build the Product Strategy on three elements: - Product technical performance, what the product does at work. When the performance is weak against competitors there is room for improvement (eg, like removing spots for heavy-duty detergents). - Product design, how the product looks and works. When the design is weak against competitors there is room for improvement (eg, like for the boxes of Baby Diapers to be ...Read More

The industry sector you deal with may lead to different suggestions. In general, however, “product research” may suggest you are working on a new product launch or re-staging. In such cases, begin with the framework, consider the research tools, and then move to the operating part of the research. The framework may be the: - Product Strategy, for products bought for what they do (like pharmaceuticals, chemicals, engineering, and others) and/or the - Copy Strategy, for products characterized by h ...Read More

“Product Roadmap” sounds to me synonymous with Product Strategy (PS). In order to support the statements of a PS, marketing research explores its three pivotal elements: Technical performance, Design, and Acceptance. Technical performance is what the product does. It is typically tested in comparison to direct competitors and it aims to support product superiority or equality. Design is how the product looks and works. The Acceptance is measured to confirm the selected customer is willing to try ...Read More

To align executives and stakeholders, and receive their buy-in, you have to tell them where your brand is going before you say how to get there. Concerning your question, you need a solid Communication Strategy, which is made of two parts: Copy Strategy and Media Strategy. The former states, in strategic terms, what Benefit your brand offers, the Reason Why the benefit is what customers want, and the Acceptance of customers of your copy strategy. The latter details how to bring the copy to the t ...Read More

Testing your message, aka advertising test, is done with quantitative marketing research. Show a copy of the advertisement, be it a storyboard or the real ad, to a representative sample of the public supposed to be exposed to the message, and test 3 elements: Comprehension, Reaction, and Memorization. Comprehension of the message meaning as you are supposed to transfer it. Reaction to the message coherent with the goal of the campaign (Trial? Repurchase? What else?) Memorization of the message, ...Read More

Words are important. You do not 'manage' someone who doesn't report into you. You 'partner' with them. Fail to accomplish that, and you will fail on the job. There is a misconception about managers 'managing' people. It doesn't work. If you cannot sell your believability and competence, none will follow you, and you'll end up managing an army of one: You. Also, thinking in terms of 'authority' is not a good thing. Authoritative management is frustrating for most 'managed' people, especially thos ...Read More