Product, Brand, Strategy, Communications and
Distribution are the key ingredients of the
rich cocktail called Marketing. Traditionally,
Marketing is viewed as what lies between the
product and the marketplace. It may be true,
but there is more to it.
We rather believe that Everything starts with
a great product. A great product has the power
to make the brand and to make the revenue stream.
Think about Guinness, think about Coca Cola.
Great brands, both created by a great and unique
Once you have built the brand, when you develop
new great products, it comes much easier to
market your products and sell them.
However, it takes an average 15 years to build
a brand. And just one day to destroy it - with
a wrong decision, or with a bad product -. There
are some notable exceptions to the former rule,
especially in recent times some companies have
successfully built their brand in a very short
time - 3-5 years.
The Brand is a precious asset. And has to be
guarded as a treasure.
The Brand is one of the key assets in marketing.
A great product is a great place to start.
But a great product is never enough.
A great product needs a great marketing strategy,
a great communications plan, a widespread and
proper level distribution network, a well set
If you have developed a great product but nobody
knows it exists, you will not sell it.
If you have developed a great product and you
have a great communications campaign, but there
are no points of sale, no place where hungry
potential customers may purchase it, you will
not sell it.
This is why a well and thoroughly planned marketing
strategy is needed. Well conceived, well planned
and perfectly implemented. And you need to constantly
monitor the results and make adjustments if
required to improve results.
Each product, each brand, each company needs
a different kind of marketing approach and a
different marketing strategy. There is no "one
good for all" solution. This is why a custom
tailored strategy and a specific approach is
required for each brand and each product to
reach the targeted objective.
This is our strength.
This is what we provide.
Highly tailored marketing strategies have to
be put in place for each product, considering
the pluses of the product, the marketplace actual
situation, the specific target segment of the
market, the costumers wants, the distribution
network, the competing products, quality/price
ratios and price tags.
A powerful marketing strategy is a rich blend
of a great product, with great pluses, brand
value, brand philosophy and brand image, great
communications, a widespread, well suited and
well organized distribution network.
The pluses of a product typically lie in one
or more of these categories: superior technology,
great style, attractive lifestyle communication,
uniqueness, superior functionality, optimal
quality/price ratio - or high price if exclusivity
is part of the product/brand/corporate communication
package - think about the Luxury industry, think
about the Fashion industry - Gucci, Versace,
Yves St. Laurent, Christian Dior, Armani - not
to mention again Ferrari, Maserati, Lamborghini
in the luxury segments of the automotive industry.
To have an overview on winning Marketing Strategy
you may consider these analyses on the unique
case of Ferrari, the Marketing Strategy of Google
and its highly innovative business model, the
highly successful cases of Apple on the iPod
and the iPhone, and on Marketing in the Music
Marketing strategy is essential and every single
case has to be carefully considered and individually
tailored. Sometimes - as in the cited Ferrari
case and in the Music industry case - the best
marketing strategy is what appears to be a "no
marketing" strategy. In reality, is simply
a different kind of marketing strategy, more
refined, crafted at a higher level.
And this is one of the aspects in which we advise
and assist our clients.
What we have written in the previous paragraph
holds true for many high level products, for
quality wine, sailing yachts, luxury products,
holds true for high segment technology products,
holds true for the fashion industry.
Mass marketing works only for mass products
and average costumers. And we are not interested
and we do not work with mass products. The world
of today is flourishing with niche products,
many of them are excellent products. Niche products
are highly rewarding. Considering market segmentation
and the individual specific niches is extremely