Reference no: EM132397802

Innovative Product Business Brief - A Customer-Driven Marketing Strategy

Topic - About an appointment application.

Introduction: Start with a short description of your innovative product. Then write about STP (Segmentation, Targeting, Positioning Model )- differentiation strategy - (segmentation Vs mass marketing) - if required about niche marketing.

Segment identification and description
o Define the segment(s) that you have targeted.
o Define your consumer profile-demographic and psychographic profile of your target group

Consumer behaviour
o Explain how your consumers would proceed in the purchase process.
o If it is industrial good identify buying situations and buying center.

Marketing information
o Identify and present the marketing information required in marketing your innovative good effectively. For example, market size and potentiality, changing market trends, buying power, number and nature of competition, etc. It is important for the manager to identify his/ her data needs and information needs.

Conclusion

Appendices:
A: The notes that you took:
o The problem: Unfulfilled needs that you are now trying to fulfill. No one was fulfilling this need so far. Explain this.
o Obtain information: Information needed. Mention that it is already covered in the assignment.
o Make predictions: Design future courses of action. Future directions of the innovative business such as product expansions, serving new consumer groups, etc.