3.2. Marketing & Sales

The product policy describes the products and services in terms of their quality and characteristics. While the performance description (module 2) defines which products and services the company wants to sell, the marketing aspect determines the policy of marketing to specific target customers. In other words, it is about the way in which the products and services are to be sold. In the process, a product strategy typical of the company is to be developed.

-       The business plan must describe how the developed products and services are to be offered in concrete terms. It must be explained how products with their special features are to be offered on the market for certain customer groups. In the product policy, the way of marketing is to be determined. Consumer goods, for example, are sold differently than capital goods or services:

-       Characteristics of consumer goods: retail, specialised trade, wholesale, craft, gastronomy, customer is the end consumer, mass market, target customer definition

-       Characteristics of capital goods: Industrial products, finished products, plants, industry, mechanical engineering, electrical goods, large customers, monopoly companies, private customers, corporate customers, system business (turnkey houses).

-       Characteristics of services: intangible performance, know-how sales, consulting, mediation, training, culture, craft services, gastronomy, service to customers, health

It must be worked out which market strategy is to be used to sell the product or service in the specific market sector.

Product policy is about:

• Brand policy
• Product programme policy
• Product development, product differentiation
• Quality policy
• Service offer