Question

Topic: Strategy

Best Strategy To Market An New Brand Of Industrial Product In An Industry Saturated By Lower-end Products

Posted by Anonymous on 3/14/2004 at 9:32 AM ET 250 Points
We are an importer of high-quality grinding products for use in metalworking industries. The buying-selling process is often characterised by "transactional relationship". We would like to offer more value other than the product itself, i.e. optimisation knowledge and expertise in the operation.
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RESPONSES

  • Posted by Blaine Wilkerson on 3/14/2004 at 10:19 AM Accepted
    Since you are trying to focus on "knowledge optimization and expertise" as USPs for the product, I would recommend providing a training demo CD/DVD included with every unit.

    This video will show people tips and ticks of the trade, how to use the product properly, AND how your product is better than the rest. Think of like a training video/infomercial.

    You can even offer a more complex trainging program perhaps hosted by a metalurgist from a local trade school that people can buy. It can even go as far as offerring a certification for the "Master of Product X" degree.

    All this can be done affordably.

    So if you want to offer value other than the product itself, you have to "attach" something else to the product....SOMETHING has to carry the weight.

    Feel free to email me with any questions.

    Good Luck!

    -- Jett Enterprises
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