9. 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?
10. Strategic Planning for Product
Development and Sustained Growth
Do you think about your product strategically
every day?
11. Strategic Planning for Product
Development and Sustained Growth
Detached from the real world and marketplace?
12. Strategic Planning for Product
Development and Sustained Growth
Don’t under estimate the intelligence of your
target audience!
13. 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……………………
14. Strategic Planning for Product
Development and Sustained Growth
Don’t miss out on
market, customer, technological
opportunities………….
15. Strategic Planning for Product
Development and Sustained Growth
What drains us from thinking strategically!
16. Strategic Planning for Product
Development and Sustained Growth
• Consolidation
• Globalization
• Economic Trends
• Political Unrest
• Wars
• Environmental concerns
17. 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
18. Strategic Planning for Product
Development and Sustained Growth
Too focused on day to day tactics!
19. Strategic Planning for Product
Development and Sustained Growth
What are the causes and effects of not thinking
strategically?
20. Strategic Planning for Product
Development and Sustained Growth
Are your products meeting future needs?
21. Strategic Planning for Product
Development and Sustained Growth
Hyper strategic marketing is dangerous!
We figured it out at the water cooler????????
22. Strategic Planning for Product
Development and Sustained Growth
• Strategic Planning is a Process………………
23. Strategic Planning for Product
Development and Sustained Growth
Know your numbers!
Perform Segmentation!
Challenge all of your objectives and strategies!
25. 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
26. Strategic Planning for Product
Development and Sustained Growth
Industry Review
Macro and Micro Economic Factors
Industry Competitive Review
Understand Industry/Category Want and Need
Segmentation Analysis
Competitive Review
Who are your target competitors?
Pick the key competitor and have a rationale.
How does your product address the category need
and want?
27. 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?
Mission
Vision
Brand Positioning
Distribution Strategy
Manufacturing Scheme
Advertising Strategy – Product Claims
28. Strategic Planning for Product
Development and Sustained Growth
Large market share potential
Fits well with our long-term product portfolio
Easy to manufacture
Is preemptive
Has compelling claims
Has high margins
Performed well in research
Is a long-term play
Good fit with distribution
29. Strategic Planning for Product
Development and Sustained Growth
Not aware of what competition is really doing?
30. Strategic Planning for Product
Development and Sustained Growth
Lack of Product Leadership!
I am talking about thought leadership.
33. 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.
35. Strategic Planning for Product
Development and Sustained Growth
“ Just think about it!”
De Verges B. Jones
The Marketing Leadership Consulting Group
Jones.dbj@gmail.com – 949-861-1916
