Go-to-market strategy: from seed to apple pie

A profitable product begins with an idea. You worked out this idea in step 1. In Step 2, various concepts were examined. This revealed which apple tree has the most growth potential. You continue with that product concept in step 3. How do you put together the optimal product range and how do you present this in an attractive way?

Optimal product portfolio

The optimal product portfolio resembles a menu. It consists of a product range with a logical price structure. But how do you put together such a menu? For that, as a marketer, it is important to answer several questions.

• What are your potential customers hungry for?
• What are the needs of the consumer?
• Will you turn the apples into an apple pie, apple cake or both?
• How many other ingredients, or also called "value components," do you add to the propositions?
• How do you make sure your apple dishes stand out from the competition?

Research helps create product portfolio

Through conjunct research, Blauw can work with you to determine what the optimal portfolio looks like. By having guests choose from sets of fictional apple pies, we learn exactly what they value and what trade-offs they make. We ultimately design the menu in such a way that a delicious apple dish can be found for every type of eater.

Case Lely: Lely International is a provider of robots that help dairy farmers. The accompanying software offers a lot of possibilities, but they are not equally relevant for every dairy farmer. With Optimal Portfolio research, an orderly classification of all functionalities with appropriate pricing was made so that there is a good option for every dairy farmer.

Presentation of product

The product portfolio is put together. Finally, you want consumers to buy your products. For that, the right presentation of your menu is hugely important. How do you present your apple dishes in the very best way? You obviously want to achieve this in a very original way so that you stand out among the competitors.

Claims, price and packaging

Your price and packaging can either break or boost your market share. So it is important that you pay a lot of attention to them and that you think carefully about what suits your brand. What do you as a company want to project to the consumer? User experience also comes into play. Blauw is happy to help you make the right decisions with regard to claims, price and packaging. How do we help? During the 'Defining Marketing Mix' research we let consumers see and taste dishes. This way you not only discover which dish consumers do not appreciate, but also which apple dish consumers call 'apple pie', and which will most likely develop into a profitable product.

Case Puklavec: Puklavec is a Slovenian family-owned wine company. Although good wine does not need a crown, packaging does play an important role when the wine lover is in doubt in front of the shelf. A shelf-test revealed which label appeals most and why. This allowed Puklavec to make a fact-based decision regarding their new packaging.

From seed to profitable product

Remember a few steps back when you wanted to get started with a product idea, which you fairly quickly developed into a concept creation? Then you examined the growing soil and discovered which apple tree had the most potential to continue growing. You weeded the weeds and the little tree began to bear fruit. Finally, you picked the apples and processed them into an optimal product portfolio, which you then presented to consumers in an attractive way. You introduced a profitable product to the market. With that, you successfully completed all the steps in the process from seed to apple pie. Congratulations!

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