Product Marketing - Toolkit

The Product Marketing toolkit includes the development and differentiation of products. It is a process of continually and systematically assessing needs of the market and its different segments to support product development and innovation that caters for those needs in the most feasible and profitable manner. Selling products is made considerably easier when approached in a systematic manner. There is a relatively straight- forward method for preparing the key messages for a product marketing strategy that is built on taglines, ultimate selling propositions and benefit statements. An MFI’s sales strategy will depend on its products and its target market. These will dictate the balance between pull-and-push based strategies to selling the products. This toolkit covers:

1. Definition of Marketing and its Role
2. Information and Market Segments
3. Customer Value and the Marketing Mix
4. Growth and Marketing Strategies
5. Product Development and Differentiation
6. Product Pricing
7. Developing the Marketing Messages
8. Marketing Communications
9. Developing the Marketing Plan

Toolkit Download