Marketing Strategies

Point of Difference

What makes your products or services so special? Are they  different from other competitors in the market?

The most important part of any solid marketing strategy is knowing what it is that you have to offer that makes that product or service  different or even unique, and then capitalise on it !

Unfortunately something “unique” is just that .. a one-of-kind.

Initial market research will provide the opportunity to identify the features and benefits that can be the basis for future marketing strategies. If you’re struggling to articulate concepts , Highvale can help.

Market Research

It’s never too late to do some market research and shift your plan of attack, but the best time to get a clear sense of the market is before either product or service  development or evolution. This can help you to compete strongly against existing competitors, and help to defend against future competitors.

Just because you think that you have something that is the “worlds next greatest” doesn’t always mean that it will be a commercial success. Is there a demand ? does it offer value for money ? what demographic should you be selling too?

It’s crucial to know your potential market, and basic affordable research should be undertaken to give you direction.

Sometimes it’s hard to know where to start – so start with Highvale, and let us work with you to find the golden egg!

market research golden egg

Marketing Strategy

When your market research has provided directions,  identified your product/s it’s time to put everything together into one cohesive marketing strategy.           This strategy is key to your product’s eventual success, so it’s important that you’ve thought through every aspect in the finest detail.

A good marketing strategy for either product or service should incorporate all the components – design, branding, presentation, positioning, pricing strategies, and concept evolution – that where Highvale can assist. Give us a call, or send us an email, and let us work with you on a marketing strategy that will meet all your long-term marketing goals.

marketing-strategy-diagram

Packaging Design

The way your product looks and feels on the shelf is going to have a huge impact on your sales… So what should it look like? What features should be emphasised? What colours should you use?  Might design and packaging features help you to stand-out from competitors?

A beautiful design is one thing – and it’s important! – but the prettiest box in the world is no good to you if it’s not helping you move your product. Start a conversation with Highvale early in the piece, and let us help guide your design decisions down the path that will bring you the biggest bang for buck.

Product Branding

One day, your product/s or services are going to help define your company, so let’s be sure you’ve named them right!

You need a name that’s memorable. You need a name that rolls off the tongue. You need a name that gives your consumer a clear and definite understanding of what your product has to offer. Maybe you already have that name… But maybe the name you fell in love with isn’t the one that really works for your product. If your consumers don’t love it as much as you do, it’s the wrong one – so what names work best in your marketplace?

Once you’ve found your name, you need to protect it! Are you sure your name won’t infringe on someone else’s trademark? Will you trademark your new name? Do you need to purchase a new domain name or website to market your product?

Distribution Strategies

Whether you are a manufacturer,  importer or supplier, it is critical that you develop distribution strategies right from day one. Highvale has developed a scaleable platform that provides a cost effective distribution model that ensures existing customer base growth, ensures customer satisfaction and capitalises on potential opportunities. Both the traditional 2 step (manufacturer, reseller) and 3 step (manufacturer, distributor, reseller) supply chain models are struggling to adapt to the impact of the evolution of online sales, technologies and marketing into the traditional bricks-and-mortar marketplace  Pricing structures to cover the various distribution tier levels will ensure that you have every option in place from manufacture through to wholesale, online and retail covered. You have great product/s or services, you’ve done your research, and you’re ready to roll it out to the masses… But how?  Or perhaps you have existing products, and need to make your distribution network more effective.

Highvale can work with you to not only develop distribution strategies, but also a increase your brand awareness, strengthen your customer relationships, increase your on-the-ground communications and provide you with marketplace feedback. Rather than getting bogged down in the nitty-gritty, let Highvale work with you to create a plan that suits your needs and works first time, and every time.

supply chain from consumer to distributor and supplier

Logistics Strategies

Racking, stacking, palletising, stock control, picking, packing, labelling, real-time freight tracking and workflow productivity aren’t exciting, right?  But modifying these, and even using multiple warehouses or moving your warehouse location can improve the overall efficiency and agility of your business.

We can help you to leverage the benefits of these tasks to reduce shipping costs, reduce staff costs, and speed-up time to market.

Logistics may not excite you, but watching your business reach new heights of productivity surely will.

Network Strategies

No doubt by now you have some great contacts and business partnerships in place, and that’s fantastic. Of course you never want to jeopardise a good relationship, but the more friends you have in the business, the better.

Highvale can work with you to review your existing network and assist in expanding your distribution channels into new avenues of opportunity. Imagine what added business contacts and increased market exposure could do for your business.

Channel Strategies

There are pros and cons to each distribution type. Highvale can help you to choose or modify your distribution in order to maximise your return on investment and reduce down-time, shipping delays and tracking errors.

Wholesale Selling

If you choose to engage wholesalers, there are some questions you need to ask:

  • What if one of your wholesalers is selling a competitor’s product?
  • What if one of your wholesalers is selling a competitor’s product exclusively?
  • When and why would you offer an exclusive arrangement to a wholesaler?
  • How do you choose the best wholesaler in a territory?
  • How do you assist/encourage a wholesaler to sell more of your product?
  • How do you decide when to sack a wholesaler and appoint a new one?
  • How do you get the most from wholesaler contracts?

Direct or Online Strategies

Selling your product directly to the consumer may be the most straight-forward approach, but it can be a slow and time-consuming process without the right connections and know-how.

With continued growth of the online marketplace, selling your product online may be the most logical move. A range of factors will influence your decision to sell online, not least of which are the costs you’ll need to bear as an online supplier, and the time it will take to get a foothold in the market.

At Highvale, we understand from first-hand experience how challenging it can be to launch a new product in the marketplace, and we know the tricks and traps you’ll uncover along the way. Contact us today and to find out how we can save you time, effort, and money as you share your exciting new product with the world.

Give Highvale a call, and we can help you wade through the fine-print and protect your business .