PLAN FOR GLOBAL PRODUCT LAUNCH

ANCA BUNDARU, SR PRODUCT MARKETING MANAGER @ BITDEFENDER

AGENDA

Know your market

Cultural differences

Mind your language

Pricing models

THE MARKET

WHO IS THE CUSTOMER?Who isn’t your customer?

Your customer is not “everybody”. Not every geek passionate about technology, 30+.

Just because technology consumers have certain buying preferences or habits in one culture, doesn't mean that such preferences are universal.

THIS IS YOUR CUSTOMER

Meet Robert. He’s 37 years old and works in the sales department of a bank. He lives with his family in the suburbs of New Jersey. He hates peanut butter. He spends his weekends reading science fiction. Or whatever.

Make your customer concrete. Give him a story.

WHY WOULD ROBERT PAY FOR WHAT YOU’RE SELLING?

Why will Robert knock on your door with a truckload of $$$?

How will your product change his life?

4P’s ONLY? Like everybody, Robert has problems.

But is any of them big enough for Robert to pay for a solution? Find that ONE.

WHAT’S IN IT FOR ROBERT?

Like everybody, Robert has a motivation for his purchase. It might be recognition. Or fitting in. Or maybe standing out. Find which ONE it is.

HOW DO YOU TALK TO ROBERT?What websites does he visit?

What magazines does he read?

What are his topics of interest?

Find those ONES.

HOW MUCH IS ROBERT WILLING TO PAY?

There is a short moment between Robert’s ‘holy s*^t, this is magnificent’ and ‘I really need it’. Does your product solve Robert’s pain so that he wants to pay for it?

POSITIONING

DO IT PROPERLY

By market & persona

Focus on the pain you solve, not features

Use the language of the audience

Avoid buzzwords, be original, find new ones

Be sincere

– 20 minutes

Now let’s work on a positioning for this workshop

CULTURAL DIFFERENCES

A WORLD OF NUANCES

Local marketing aspects to take in consideration:

Quality perception issues

An Indian or Romanian early adopter persona may be eager to test a beta version, but a Japanese may find software defects insulting

Mindset differences when adopting new products

The decision-making process is different. A German user is very analytical, while the US user might buy emotionally if money is not a problem.

A WORLD OF NUANCES

Philips began to make a profit in Japan when it reduced the size of its coffee makers to fit into smaller Japanese kitchens and its shavers to fit smaller Japanese hands.

MIND YOUR LANGUAGE

DON’T GET LOST IN TRANSLATION

If you want a global roll-out for your product, you’ve got to communicate in the language of your target market.

1. Make sure your message is not lost after localization

2. Hire local sales or partners

3. Think on a market entry plan

PRICING MODELS

THINK DIFFERENT ABOUT PRICING

What pricing models would you consider for your product?

• Monthly / annual subscriptions

• Pricing based on a characteristic (e.g.: storage size)

• Different pricing for packages with different set of features

• A free product with paid subscription with enhanced features, functions or services

THANK YOU!