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Thursday, May 27, 2010

Optimizing product development

Whether you are considering a new product entry or diagnosing the performance of an existing item, you should know how consumers compare your item and its value proposition to the category leader.

Where are your strengths? Their vulnerabilities? Your opportunities?

Savvy marketers will launch an objective evaluation of the category-leading SKU and then another to compare and benchmark their item. The differences are often pronounced and give visibility to where you can seek advantage. These can include positioning, value, uniqueness, branding, target markets, channels and literally dozens of other variables you can focus upon and exploit to your advantage.

Skuuber is so affordable that you can afford to test someone else's item, too.

The question is, can you afford not to?

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