Product Protocol Sample
Contents of a Product Protocol
✓ Target market – specifies who they are
✓ Product positioning – identifies product attributes to be emphasized to make the NP unique.
✓ Competitive comparison – organization bench marks against the best in the industry; identifies what makes them successful and copies. Failures in the industry are analyzed and avoided
✓ Augmentation dimensions – add – ons to the product e.g. warranty maintenance and delivery services
✓ Timing – date for product launch is set so as to avoid delays or rushing to the market.
✓ Marketing requirement – (7Ps)or the marketing program
✓ Financials- sales volume , discounts, price
✓ Regulatory requirements – are there any laws restricting the manufacture or distribution of the NP
✓ Key Potholes – any obstacles that may impede the production of the NP. style
Target Market
Our product is targeted to Entry level middle class employees, College and High School Men. We chose to target this group because these are people who spend most on fashion, compared to other age groups,(i.e. men aged between 18 and 34 years), because of their consciousness to fashion.
Product Positioning
Our success is going to be anchored on diverse, high quality product line that meets men’s lifestyle needs. Our market desires quality but is highly price sensitive. We aim to use opinion leaders such, especially musicians such as Winky D, Stunner and Roki.
Competitive Comparison
Locally Rusboot competes with Bata, Eagle Italian Leather and Walk tall, but our most significant competitor is imported shoes, that are of varied origin, for example Dubai, Singapore, China.
Bata is one of Zimbabwe’s best shoe industries, offering 16 brands. Bata has been successful because of its goal to improve the lives of its customers, employees, supplies and the communities in the developed as well as developing countries.
Eagle
✓ Target market – specifies who they are
✓ Product positioning – identifies product attributes to be emphasized to make the NP unique.
✓ Competitive comparison – organization bench marks against the best in the industry; identifies what makes them successful and copies. Failures in the industry are analyzed and avoided
✓ Augmentation dimensions – add – ons to the product e.g. warranty maintenance and delivery services
✓ Timing – date for product launch is set so as to avoid delays or rushing to the market.
✓ Marketing requirement – (7Ps)or the marketing program
✓ Financials- sales volume , discounts, price
✓ Regulatory requirements – are there any laws restricting the manufacture or distribution of the NP
✓ Key Potholes – any obstacles that may impede the production of the NP. style
Target Market
Our product is targeted to Entry level middle class employees, College and High School Men. We chose to target this group because these are people who spend most on fashion, compared to other age groups,(i.e. men aged between 18 and 34 years), because of their consciousness to fashion.
Product Positioning
Our success is going to be anchored on diverse, high quality product line that meets men’s lifestyle needs. Our market desires quality but is highly price sensitive. We aim to use opinion leaders such, especially musicians such as Winky D, Stunner and Roki.
Competitive Comparison
Locally Rusboot competes with Bata, Eagle Italian Leather and Walk tall, but our most significant competitor is imported shoes, that are of varied origin, for example Dubai, Singapore, China.
Bata is one of Zimbabwe’s best shoe industries, offering 16 brands. Bata has been successful because of its goal to improve the lives of its customers, employees, supplies and the communities in the developed as well as developing countries.
Eagle