Project Experience

Positioning Products to Create Customers Needs

Client Situation
Information technology companies face a unique dilemma in their marketplace - how to sell products with same time, needs must be created in the customers' minds. Not only do companies need to understand how competitors are positioning their products, but they also need to understand the rationale for such positioning. For example, a manufacturer of peripherals sought to understand how and why a fast-growing competitor positioned its product in different geographies.

Fuld Approach
Fuld & Company discovered that the competitor was performing extensive market research on user needs and preferences in all its key geographies on a continuing basis. Since the competitor delegated authority to regional profit centers, the customer knowledge could be used effectively in marketing efforts. In addition, the rival was able to pick on trends very quickly.

Benefits and Implications
Our client realized that it needed to strengthen its market research efforts and, more importantly, it must speed up the communication of this information to decision makers. For more information, contactMark Chodnowsky at mchodnowsky@fuld.com