Developing an effective sales material for a product within the product family

Abstract

Most industries have very different and competitive markets where there is always a large pool of producers trying to satisfy the needs of customers. The well-established positioning of the standardized products within the product family impacts several changes in this competitive environment. Thus, leading to a situation in which companies can hardly offer any product that will satisfy requirements for all customers in the market, hence they must come up with the sensible product offering that gives both value and satisfaction to the desired customer. To reach out and satisfy the desired customers a company needs an attractive sales model combined with good positioning of products within the product family.

The objective of the report is to create/develop an effective sales material for the product family containing a small range of standardized products in it. To achieve this, a thorough review of existing literature on configuring product families and customer value has been achieved, while relating the gathered knowledge with experience in state-of-the-art sales behavior.

The key findings of this study postulates that a good sales material following current best practices might not be enough as documented by literature. The consequences of the developed framework in this study are the growth of sales, customer value and relationship.