Marketing real eight-step five- product design and market positioning.doc

 PAGE \* MERGEFORMAT 9 Marketing real eight-step five: product design and market positioning Why do 70% of the new product encountered a failure? Why only 10% of new products, valuable? Why have only less than 1% of the new products become the market leader? The reason is very simple. Product design ideas out of a problem! Now China’s product design, mostly local marketers as a starting point, customer benefit-oriented and product performance as the content. Consumer demand is only one person close brings a far away from the marketing term, ‘selling point’ often becomes a subject is not the ‘selling points’. Therefore, to a ‘self-interest’ sense of very strong product to meet the so-called consumer demand, in addition to outside the manufacture of consumer confusion can not see any other benefits. Product design is only one keyword: Let and you have the same or similar values of the consumer experience brought about by the characteristics of the product value. That consumption is specified marketers to bring value to the consumer experience, product experience for those who can ‘design value’ of consumers and design. Here is just a simple sale of the service of behavior. Similarly, here, market positioning, which is in the ‘targeted market’ step assumed consumers (like-minded persons) selected for product consumption characteristics of consumers. Since the products are launched around the consumer’s experience, then here along the spending of consumers to participate and experience the five stages together with you to explore. Meanwhile, most domestic Chinese enterprises are now being used in product design processes for comparison. Phase I - found Where to buy has its starting point, the impulse buy so consumers will be the idea into action. The impulse to stimulate consumer spending motivation stems from the ‘discovery’. There are basically three types: (1) Company induced. Product packaging, corporate advertising and published by the main source of su