Product and Brand Management

Table of Contents Developing & Introducing new Products in a Market ……………… Formulating Strategies ……………… Managing Campaigns ……………….. Advertising ………………………………… Working with the Media ……………. Slide 3 – 5 Slide 6 – 9 Slide 10 – 13 Slide 14 – 16 Slide 17 – 21 Developing & Introducing new Products in a Market Promotional Campaigns What are Promotional Campaigns?  Promotional campaigns are ways to get ideas about your products or services out to your potential customers.  Depending on your target market and on the kind of campaign you want, you may decide to use some or all of these approaches that follow to promote your products or services.  Certain kinds of campaigns are not suited for some products or services.  By using a combination of different activities, you can develop a custom campaign that is perfect for what you want to make happen. Which Campaign Should You Use? Kinds of promotional campaigns:    Your decision on which              Brochures & Newsletters Cash Back Incentives Celebrity Endorsements Competitions Conferences and Seminars Coupons Direct Mail-outs Discounts Newspaper Stories Open House Personal Networking Point of Sale Advertising Presentations Product Demonstrations Product Launches campaign to use will depend on:  The outcomes that you want  The target audience  The type of product or service  How the product or service is distributed  Your budget Formulating Strategies For Managing Your Product Line Formulating Strategies … Launching your campaign When you are deciding when and where to launch your campaign, give some thought to just how many consumers will be exposed to the campaign, and how many more