The history of marketing is filled with stories of good products — some win, some fail. “It was ahead of its time” or “it was a product looking for a market” are often the explanations for the failures. But what makes a winner?
TDC International has played key roles in positioning products for successful market entry and in repositioning products to extend their useful life. In one case we set up a research protocol to prove a declining product should be repositioned rather than terminated, resulting in a fivefold sales increase in four years. We offer analytical skills, product and market knowledge, and the strategic thinking needed to help you position products for success.
And we get to know the people who drive your markets. Market knowledge is much more than numbers; it requires a feel for the issues and trends that affect your fortunes. We work hard to help you win the people who influence decisions and those who buy.
MARKET/PRODUCT DEVELOPMENT PLANNING
The selling channels make or break a product, whether it is new, growing, mature, or even off-patent. The customer is always the consumer who starts the cash-flow, but many influencers of the buying decisions can create barriers to sales that must be addressed. From influencer mapping to sales barrier identification, we work closely with you and your sales force to develop effective, real-world strategies and tactics to overcome barriers and increase sales.
TDC International has the experience and expertise to help clients build performance from current channels or evaluate alternative distribution channels to cost-effectively reach the customers. Then we help clients monitor the outcome and movements in the marketplace that continually change.
We strive to become a marketing partner working to improve sales and the profitability of our clients’ businesses.
MARKET INTELLIGENCE/COMPETITIVE AUDITS
So far to go; so little time. New technology, market fragmentation, collapsing distribution, rapid shifts in business alliances and a host of other changes in today’s business environment severely complicate the marketing decision-making process. Established products are threatened by competition that didn’t exist just months earlier; new products die before they’re hardly off the launch pad.
More than ever, you need an experienced, professional staff of experts that can help you sort through all the available information and provide you with timely, realistic and imaginative choices for success in this new business environment.
TDC International can provide that counsel from an unbiased, third-party viewpoint, then work side-by-side with you in executing the resulting decisions.
MARKET RESEARCH SUPERVISION/ANALYSIS
Sluggish product performance is often the result of slow acceptance by the people who represent your products to the customer. Sometimes they are your employees; sometimes they are someone else’s. In either case, there are ways to prod them into action on your products’ behalf and to breathe new life into your sales.
It may be a product training program that stimulates independent dealer sales people to recommend your product over its competitors. Perhaps it’s a sales incentive program tied to a promotional program…or any of dozens of other approaches.
Whatever the technique, TDC International can help you build and maintain the interactive databases you need to reach the individuals who most affect your sales and we can help ensure that each individual is addressed appropriately.
Some say a good product will find its own way into the customer’s hands; we believe a good product and an energized sales force will ensure it gets there.
PRODUCT MARKETING PROCESS
Nothing is more daunting than taking your products into unexplored territory. There is a maxim that says that with great risk comes great reward. At TDC International, we believe this is true, but ONLY after analyzing the risks and implementing a solid marketing strategy to mitigate market failure.
TDC International offers incisive market research, local market intelligence, and instinctual market knowledge honed by years of experience. We can help your company develop a product concept, its position and marketing strategies that will most likely succeed. Then, we guide you through testing and the various phases of product introduction. Your investment in product development can pay dividends only if the product introduction is well conceived and effectively executed.
TDC International has an excellent record for taking products into new markets, whether the product is crossing into a different domestic venue, or crossing international borders. Whether the client is an established company entering a new market or a startup business on its first foray into any market, TDC can help with the entire marketing strategy—from due diligence, feasibility studies, brand development, to product launch. Let us be your guide!