Product Marketing Group

Does your company have a product marketing group? If not, then you should form one now. But who should you include in this group? Find out by reading below.

Product Marketing Group

A product marketing group’s purpose is to produce a product marketing strategy. The group is responsible for marketing the company’s products, pricing the products, and planning the marketing mix. This group also determines: 

• how to position products against competitors, 
• what communications to use about the product, 
• and they determine the optimal target market.

Product Marketing Group Members

Product Marketing Manager

The product marketing manager ensures that all product information is clear, accurate, and consistent. They ensure that the product description is detailed and that it provides a good overview of features and benefits. 

Then, they also determine whether or not a product will be promoted based on a particular promotion goal. The product marketing manager must also decide if a promotion will be done in-house or through an outside agency.

Customer Service Manager

The customer service manager must make sure that everyone who works with customers knows. This is to help them make decisions regarding the purchase of their products. They must create offers to keep their customers satisfied and loyal to your company.

Further, the customer service manager also has to ask each customer what they would like to see changed about the company’s products. Such as desired improvements or new features.

Sales Manager

The sales manager must plan sales promotions and sales training seminars that are geared towards increasing sales volume and profit margins. They must increase sales by finding new markets or developing new products that will appeal to existing markets.

Further, they develop the sales plan which includes pricing strategies, forecast of demand, competitive analysis, and budgeting. This is for production expenses and other costs related to distribution. They also develop budgets for advertising expenditures and promotion costs for each year.

Marketing Communications Manager

The marketing communications manager plans all advertising campaigns including:

• television commercials, 
• newspaper ads, 
• radio spots, 
• magazine ads, 
• coupons and direct mail pieces. 

Then, they plan any public events that are held such as contests or public appearances by executives. The manager also researches what media outlets are best for reaching their target market; so they can select which mediums to use in their campaigns. 

Further, this person also determines what promotions should be used. This is to achieve specific goals such as increased revenue or increased market share. 

Why Form Product Marketing Group

You may wonder why it is important to form this group. Well, there are various reasons for that. Firstly, it is necessary to have this group plan the best way to sell your product. They should help you decide what selling promotion should be used. They should also select which media outlets are best to promote your product. 

Secondly, they will make sure that all information related to your product is properly presented to consumers. This includes the product description, product pricing, and any other information regarding your products. 

Finally, the group prepares sales training programs so that the sales staff can effectively sell your products. The sales staff will learn how to describe all the benefits of your products and how to answer any questions a customer may have about them.