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Strategic Planning for Product  Development and Growth        De Verges B. Jones        October 15, 2011   Orange County P...
Brands I have Managed
More Brands
The Ultimate Brand Champion! The Ultimate Global Product Pioneer!
Steve Mastered the Communication       Engagement Process!
Results Brand Loyalty
Strategic Planning for ProductDevelopment and Sustained Growth       Just think about it!
Strategic Planning for Product  Development and Sustained GrowthHow much time do you spend on thinking about the future of...
Strategic Planning for Product Development and Sustained GrowthDo you think about your product strategically every day?
Strategic Planning for Product Development and Sustained GrowthDetached from the real world and marketplace?
Strategic Planning for Product Development and Sustained GrowthDon’t under estimate the intelligence of your target audien...
Strategic Planning for Product Development and Sustained GrowthIf you don’t force yourself and the organization   to think...
Strategic Planning for Product Development and Sustained GrowthDon’t miss out on market, customer, technological opportuni...
Strategic Planning for ProductDevelopment and Sustained Growth What drains us from thinking strategically!
Strategic Planning for Product    Development and Sustained Growth•   Consolidation•   Globalization•   Economic Trends•  ...
Strategic Planning for Product    Development and Sustained Growth•   Pricing•   Competitive activity•   Trade related iss...
Strategic Planning for ProductDevelopment and Sustained Growth  Too focused on day to day tactics!
Strategic Planning for Product Development and Sustained GrowthWhat are the causes and effects of not thinking strategical...
Strategic Planning for Product Development and Sustained GrowthAre your products meeting future needs?
Strategic Planning for Product Development and Sustained GrowthHyper strategic marketing is dangerous!We figured it out at...
Strategic Planning for Product Development and Sustained Growth• Strategic Planning is a Process………………
Strategic Planning for Product Development and Sustained GrowthKnow your numbers!Perform Segmentation!Challenge all of you...
Strategic Planning for ProductDevelopment and Sustained Growth
Strategic Planning for Product Development and Sustained Growth• Typically a strategic plan is for a 3-5 years  period.   ...
Strategic Planning for Product Development and Sustained GrowthIndustry ReviewMacro and Micro Economic FactorsIndustry Com...
Strategic Planning for Product Development and Sustained GrowthProduct Strengths and Weakness (SWOT)Are product improvemen...
Strategic Planning for Product    Development and Sustained GrowthLarge market share potentialFits well with our long-term...
Strategic Planning for Product Development and Sustained GrowthNot aware of what competition is really doing?
Strategic Planning for ProductDevelopment and Sustained Growth       Lack of Product Leadership!  I am talking about thoug...
Strategic Planning for ProductDevelopment and Sustained Growth
Strategic Planning for ProductDevelopment and Sustained Growth
Strategic Planning for Product    Development and Sustained GrowthSummary• Be a strategic champion in your company/departm...
Strategic Planning for ProductDevelopment and Sustained Growth
Strategic Planning for ProductDevelopment and Sustained Growth  “ Just think about it!”                   De Verges B. Jon...
Strategic Planning For Product Development And Growth Product Camp
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Strategic Planning For Product Development And Growth Product Camp

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Strategic Planning For Product Development And Growth Product Camp

  1. 1. Strategic Planning for Product Development and Growth De Verges B. Jones October 15, 2011 Orange County Product Camp
  2. 2. Brands I have Managed
  3. 3. More Brands
  4. 4. The Ultimate Brand Champion! The Ultimate Global Product Pioneer!
  5. 5. Steve Mastered the Communication Engagement Process!
  6. 6. Results Brand Loyalty
  7. 7. Strategic Planning for ProductDevelopment and Sustained Growth Just think about it!
  8. 8. Strategic Planning for Product Development and Sustained GrowthHow much time do you spend on thinking about the future of you brands, their industry and segment?
  9. 9. Strategic Planning for Product Development and Sustained GrowthDo you think about your product strategically every day?
  10. 10. Strategic Planning for Product Development and Sustained GrowthDetached from the real world and marketplace?
  11. 11. Strategic Planning for Product Development and Sustained GrowthDon’t under estimate the intelligence of your target audience!
  12. 12. Strategic Planning for Product Development and Sustained GrowthIf you don’t force yourself and the organization to think strategically you may miss a major opportunity……………………
  13. 13. Strategic Planning for Product Development and Sustained GrowthDon’t miss out on market, customer, technological opportunities………….
  14. 14. Strategic Planning for ProductDevelopment and Sustained Growth What drains us from thinking strategically!
  15. 15. Strategic Planning for Product Development and Sustained Growth• Consolidation• Globalization• Economic Trends• Political Unrest• Wars• Environmental concerns
  16. 16. 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
  17. 17. Strategic Planning for ProductDevelopment and Sustained Growth Too focused on day to day tactics!
  18. 18. Strategic Planning for Product Development and Sustained GrowthWhat are the causes and effects of not thinking strategically?
  19. 19. Strategic Planning for Product Development and Sustained GrowthAre your products meeting future needs?
  20. 20. Strategic Planning for Product Development and Sustained GrowthHyper strategic marketing is dangerous!We figured it out at the water cooler????????
  21. 21. Strategic Planning for Product Development and Sustained Growth• Strategic Planning is a Process………………
  22. 22. Strategic Planning for Product Development and Sustained GrowthKnow your numbers!Perform Segmentation!Challenge all of your objectives and strategies!
  23. 23. Strategic Planning for ProductDevelopment and Sustained Growth
  24. 24. 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
  25. 25. Strategic Planning for Product Development and Sustained GrowthIndustry ReviewMacro and Micro Economic FactorsIndustry Competitive ReviewUnderstand Industry/Category Want and NeedSegmentation AnalysisCompetitive ReviewWho are your target competitors?Pick the key competitor and have a rationale.How does your product address the category need and want?
  26. 26. Strategic Planning for Product Development and Sustained GrowthProduct Strengths and Weakness (SWOT)Are product improvements needed?If they are needed how long will they last?MissionVisionBrand PositioningDistribution StrategyManufacturing SchemeAdvertising Strategy – Product Claims
  27. 27. Strategic Planning for Product Development and Sustained GrowthLarge market share potentialFits well with our long-term product portfolioEasy to manufactureIs preemptiveHas compelling claimsHas high marginsPerformed well in researchIs a long-term playGood fit with distribution
  28. 28. Strategic Planning for Product Development and Sustained GrowthNot aware of what competition is really doing?
  29. 29. Strategic Planning for ProductDevelopment and Sustained Growth Lack of Product Leadership! I am talking about thought leadership.
  30. 30. Strategic Planning for ProductDevelopment and Sustained Growth
  31. 31. Strategic Planning for ProductDevelopment and Sustained Growth
  32. 32. Strategic Planning for Product Development and Sustained GrowthSummary• 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.
  33. 33. Strategic Planning for ProductDevelopment and Sustained Growth
  34. 34. Strategic Planning for ProductDevelopment and Sustained Growth “ Just think about it!” De Verges B. Jones The Marketing Leadership Consulting Group Jones.dbj@gmail.com – 949-861-1916

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