Strategic Planning For Product Development And Growth Product Camp
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Transcript of 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
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Brands I have Managed
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The Ultimate Brand Champion!
The Ultimate Global Product Pioneer!
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Steve Mastered the Communication Engagement Process!
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Results Brand Loyalty
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Strategic Planning for Product Development and Sustained Growth
Just think about it!
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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?
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Strategic Planning for Product Development and Sustained Growth
Do you think about your product strategically every day?
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Strategic Planning for Product Development and Sustained Growth
Detached from the real world and marketplace?
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Strategic Planning for Product Development and Sustained Growth
Don’t under estimate the intelligence of your target audience!
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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……………………
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Strategic Planning for Product Development and Sustained Growth
Don’t miss out on market, customer, technological opportunities………….
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Strategic Planning for Product Development and Sustained Growth
What drains us from thinking strategically!
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Strategic Planning for Product Development and Sustained Growth
• Consolidation• Globalization• Economic Trends• Political Unrest• Wars• Environmental concerns
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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
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Strategic Planning for Product Development and Sustained Growth
Too focused on day to day tactics!
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Strategic Planning for Product Development and Sustained Growth
What are the causes and effects of not thinking strategically?
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Strategic Planning for Product Development and Sustained Growth
Are your products meeting future needs?
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Strategic Planning for Product Development and Sustained Growth
Hyper strategic marketing is dangerous!
We figured it out at the water cooler????????
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Strategic Planning for Product Development and Sustained Growth
• Strategic Planning is a Process………………
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Strategic Planning for Product Development and Sustained Growth
Know your numbers!Perform Segmentation!Challenge all of your objectives and strategies!
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Strategic Planning for Product Development and Sustained Growth
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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
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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?
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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
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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
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Strategic Planning for Product Development and Sustained Growth
Not aware of what competition is really doing?
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Strategic Planning for Product Development and Sustained Growth
Lack of Product Leadership!
I am talking about thought leadership.
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Strategic Planning for Product Development and Sustained Growth
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Strategic Planning for Product Development and Sustained Growth
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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.
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Strategic Planning for Product Development and Sustained Growth
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Strategic Planning for Product Development and Sustained Growth
“ Just think about it!” De Verges B. Jones
The Marketing Leadership Consulting [email protected] – 949-861-1916