The Product Journey’s purpose is to understand the customer organization’s interaction with the PRODUCT including their behaviors, thoughts, frustrations and delights throughout the customer’s entire life cycle with your product – setting the stage for product innovations that can change the game.
Historically, manufacturers have taken a classic leadership role directing how their products are marketed – defining target markets, value propositions, pricing, and programs. Over the last several years both product and marketing technology have been moving faster than manufacturers and channels know how to integrate it into their businesses.
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Your customers via YouTube, on-line forums, magazine websites, and consultants via their blogs, industry groups and articles, have now created so much content for prospects that the purchase process has radically changed.
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At great expense, our client previously launched several products with disappointing results. To avoid another costly mistake, the client retained QDI to conduct research to measure their new product’s potential for success before the actual launch.
We worked with a specialty chemical manufacturer several years ago that was the leader in the industry and had been introducing new product categories every few years. In spite of this, revenue growth, as defined by gallons of product sold per year was flat and had been flat for ten years.
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Our client was the manufacturer of a breakthrough biotechnology drug. Sales were skyrocketing, and our client’s drug was the fastest growing drug in history at that point in time. But quickly, things began to unravel in the marketplace.
Learn QDI’s three levels of segmentation and how each level increases your ability to maximize profits. Look at your business and market opportunities, analyze your position in the marketplace and more.
Using digital cameras as an example, the workbook walks through each step and shows the instructions, entries, and results for each worksheet. The output includes estimates of market shares for your company and competitors based on your estimates of benefits, costs, and market presence.
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QDI consultants developed the Value Management Systems Model (for both executives and line management) to maximize organizational performance and profit by aligning all decisions, strategies and tactics.
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For over 20 years QDI has worked with clients to help create breakthrough “market understanding” to spur innovation in both products and go-to-market strategies.
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Manufacturers have built their GTM strategies around the paradigm; distributors are an extension of the manufacturer’s sales and marketing organizations.
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