Plan for global product launch
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- 1. PLAN FOR GLOBAL PRODUCT LAUNCH ANCA BUNDARU, SR PRODUCT MARKETING MANAGER @ BITDEFENDER
- 2. AGENDA Know your market Cultural differences Mind your language Pricing models
- 3. THE MARKET
- 4. WHO IS THE CUSTOMER? Who isnt 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.
- 5. THIS IS YOUR CUSTOMER Meet Robert. Hes 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.
- 6. WHY WOULD ROBERT PAY FOR WHAT YOURE SELLING? Why will Robert knock on your door with a truckload of $$$? How will your product change his life?
- 7. 4Ps ONLY? Like everybody, Robert has problems. But is any of them big enough for Robert to pay for a solution? Find that ONE.
- 8. WHATS 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.
- 9. 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.
- 10. HOW MUCH IS ROBERT WILLING TO PAY? There is a short moment between Roberts holy s*^t, this is magnificent and I really need it. Does your product solve Roberts pain so that he wants to pay for it?
- 11. POSITIONING
- 12. 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
- 13. 20 minutes Now lets work on a positioning for this workshop
- 14. CULTURAL DIFFERENCES
- 15. 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.
- 16. 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.
- 17. MIND YOUR LANGUAGE
- 18. DONT GET LOST IN TRANSLATION If you want a global roll-out for your product, youve 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
- 19. PRICING MODELS
- 20. 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
- 21. THANK YOU!