

That you went to a store to buy a shirt, you took several off the
rack and tried them on to see how they fit. When you found the
one that best suited you, you went to the register, paid for it
and went on your way. Pretty simple huh? What if instead of
trying it on, you bought all ten different sizes of the same
shirt you liked, went home and tried them all on until you found
the one that fit you. Doesn't make much sense does it? You spent
10 times what you should have to get the exact same shirt. When
it comes to new product innovation, most companies today work
like that. They develop new products for the market and then
test them out to see which ones work in the market and which
don't
PR Express+ has restructured the product innovation development
process to maximize the investment our clients make in
innovation. The process is quite simple and direct. By applying
our unique branding methodology we reverse the development
process, starting by identifying the target segment, understand
the consumer needs and developing a concept that can satisfy
those needs.
This concept is then materialised into a brand strategy that is
based on the consumer rather than the product. This process
enables us and our clients to understand what the market is
asking for, what our client's competitors are doing to target
this need, and where the true differentiating and most relevant
opportunities are.
The brand becomes the product development driver and ensures that
the new product is developed in line with the market and most
importantly minimises the resources needed to develop, market
and sell this product. It also extends the product life cycle
because our strategies are geared toward market trends and they
are in constant evolution. |