Blog Archives

10 Common Mistakes During a Product Launch

Posted on August 7, 2011 by Gustavo Valencia — 4 Comments ↓

Here is some of my product launch know-how. Hope it helps: 1.- Differentiate: No matter if your product is a radical innovation or a me-too product, you should be different (cheaper, more premium, tastier, bigger, smaller, etc). Remember that the #4 law…

Tagged with: Advertising, Advertising and Marketing, Al Ries, Brand, Brand management, Business, common, Consumer, Customer, Decision-making, event, FMCG, Jack Trout, launch, launching, Management, Marketing, Marketing and Advertising, mistakes, new, Point of Sale, pop, product, Public relations, Research, Sales
Posted in Launch Stage, Management

Marketing Basics: Presentations (1 of 2)

Posted on August 9, 2010 by Gustavo Valencia — No Comments ↓

… Now, let’s say that you’ve done a good job on the research briefing and after the questionnaire has been reviewed your research agency tells you they’ve got the results. You’ve got to analyze them and present the relevant results…

Tagged with: Ask, Business, confidence, Confidence interval, degree of reliability, differences, facts, holistic, holistic approach, Math, Presenting, question asked, Research, Results, Sampling (statistics), sampling error, Statistics, Study, Technology
Posted in Management, Marketing 101

The Research Brief

Posted on August 9, 2010 by Gustavo Valencia — No Comments ↓

. The most important brand management task to obtain the right information out of an investigation is the research brief A research brief is a document created by the brand manager that states the information required from the defined target.…

Tagged with: Action Standards, Background, Brand, Brand management, Brief, Brown University, Business, Company, Decision-making, information, Investigation, Market Research, Marketing, Marketing and Advertising, Objetives, Questionnaire, Research, Research Brief, Social Sciences, Study, Target
Posted in Innovation Pipeline, Marketing 101, Research

Marketing Basics: Marketing Research

Posted on August 8, 2010 by Gustavo Valencia — No Comments ↓

“Research is what you do to obtain knowledge. Marketing Research is what you do to understand your consumer” Research: the base of most important decisions involving a brand. The investigations are usually made through an external agency that reports either to…