Product Manager

Sell

Why do German manufacturers offer more often modular solutions?

As an industrial marketing practitioner in several markets, I have repeatedly investigated the reasons for the superior competitiveness of German manufacturers compared to their French competitors. One of the frequent causes has been the greater modularity of German product ranges. This article describes what a modular product range is, its advantages, and offers several explanations […]

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Marketing

Persona: The trap of fake marketing

Marketing managers describe their target market using persona profiles. A persona is a fictional typical customer whose background, values, habits and attitudes towards the product are outlined. Market segmentation classifies buyers or users into groups of individuals with similar characteristics. It enables the development of a marketing strategy tailored to each group. Market segmentation and

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Sell

Trim your product catalogue and boost your competitiveness!

Well-established industrial companies that manufacture and sell under their own brand can tap into a source of profitability right at their feet: streamlining their product catalogue. But not all of them do so. What is holding them back? It is not simply about tackling industrial complexity using an Excel spreadsheet and a boilerplate method regurgitated

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Sell

How to shift from a single-product to a multi-product sales forces?

In industrial markets, sales representatives are usually in charge of a single product family. Yet several factors push towards a multi-product sales force: customers’ expectations for greater proximity, market demand for all-in-one, complex solutions, or competitive pressure. The company can also push in this direction, because it has expanded the product portfolio, or is eager

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Sell

Is the promotion of the process more important than the promotion of the product?

With the acceleration of measures to decarbonise industry and strengthen the resilience of value chains in the face of supply, geopolitical and health shocks, buyer demand is increasingly focused on the way in which a product is manufactured. Compliance with product specifications and price are no longer enough: the origin and quality of components, manufacturing

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Innovate

Even push-button manufacturers will never stop innovating !

Nothing is simpler than pressing a push-button, or activating a manual control.  Does this elementary and barely conscious act deserve the attention of innovators? Why not relegate these objects to the vintage catalogue of 20th century technologies, when each of us carries a touch screen in the pocket? When the metaverse industry is preparing a

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Sell

The product brochure chore: what is the right recipe to use?

Your company designs and markets technical products and solutions to companies around the world. You publish your product offering online, perhaps even a complete catalogue. Hundreds, thousands of potential professional buyers consult it before asking for a quote or an appointment. More than just a basic brick and mortar, the product brochure is one of

The product brochure chore: what is the right recipe to use? Read Post »

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