A business case articulates the logic of pricing the same product / similar
solutions at multiple price points P
0
, P
1
, P
2
, and P
3
, to different customers.
To take a sneak peak at the case, please click
>>
2.3 Marketing Strategy
<< Once the market is analyzed, a marketing strategy should be crafted to
bring to market the product being developed. That strategy can be articulated
in this section. If the strategy is discussed more fully in an accompanying
MRD - Marketing Requirements Document, the strategic sections from the
MRD can be reproduced here for the benefit of the users of the PRD -
engineering, QA, sales& marketing, etc. A detailed articulation of how
marketing strategies create value by analyzing marketing mix variable such
as product, product price, product / company brand, and product incentives;
communicate value by effective use of PR newswire releases and online /
print advertisements; and deliver value through distribution and professional
services can be done here, if a companion MRD is not available for the
product >>
<< This and the previous section deal with marketing in the context of
the product being developed. If you want to gain a comprehensive
understanding of marketing strategy frameworks, please look up under
of Marketing, Five C's, Porter's Five Forces for Industry Analysis,
etc.>>
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