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How many times have you looked at your product and said "This is the best product in the market, the best solution, no doubt"? And yet the sales are far from being as you expect them to be. You are not alone, there are so many producers, business owners and marketers in your situation. It can be frustrating to have a good product with some advantages over competitors' products and not be able to have the expected level of sales.
I know it is not helping you that you are not alone, especially if you think that you did "marketing" but look at the bright side, there are businesses that succeed. It means that there is a solution. All you have to do is to implement the winning solution.
Let me kill "this product sells itself" myth. No product sells itself, there is always a factor that brings products to the market, sometimes it succeeds beyond expectation but someone or some business marketed this product and did some activities in order to expose it in the right way with the leverage element.
Comprehensive marketing strategy is your solution. Do not let these big words to intimidate you. You must have marketing concept that guides your marketing activities. Consistency is a very important element in your marketing actions.
Each marketing component should comply with the total marketing strategy. In order to achieve this goal you have to prepare your business marketing plan. This plan will contain all marketing activities that will reflect the marketing strategy you decided upon.
Deciding the business positioning strategy will be based on your business or product uniqueness. After defining the uniqueness elements that you want to express, all marketing means and activities will follow it and reflect it. The positioning strategy is what makes your marketing plan effective and define it as one chain.
Another important activity is creating the business identity . Business identity includes collection of graphic elements that together creates the visual business identity that contains the essence of your business concept. The creation of business identity should reflect the positioning strategy.
Marketing contains many activities, it is not just advertising or sales department, it is much more than that. In order to succeed, you have to have comprehensive marketing concept and strategy, not separated components but the whole package. It doesn't have to contain every single activity that marketing has to offer but it must contain several marketing components that reflect and express the same marketing strategy.
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