The following vignette represents an illustrative compilation of several adhesive and coating formulators with whom SALESMARK has consulted on new product development and launch. Roger Hannig was Vice President of Marketing for the $30MM XYZ Corporation. Based in Nashua, NH this well-established firm was growing quite rapidly as the result of aggressive sales and new product creation. XYZ's research department had recently developed a solvent-free adhesive coating for one of their larger accounts for an MRO application. With the client's permission XYZ decided to market this adhesive directly under its own label. SALESMARK's role was to identify specific market segments where this adhesive might be competitively sold on an OEM basis; then to devise a practical strategy for pursuing prospects within these markets. This marketing strategy incorporated such features as:
In order
to create this strategy SALESMARK spent time in the field interviewing prospective
customers and adhesive experts and, particularly, users of competitive adhesives.
The results of this carefully crafted plan were as might be expected, a successful
new product launch and subsequent profitable sales. For assistance with your new product launch or sales plan, please contact: Brooks Fenno, CMC at SALESMARK Phone: (617) 536-0197 Contact me to discuss your problems, challenges, and needs. Literature available for established companies in Northeast include:
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