Segmentation is a useful tool for developing a strategic vision in line with customer requirements. A needs-based market survey could identify new opportunities and new market niches. Needs-based market models facilitate the controlled development of entire product groups from manufacture to distribution. Creative segmentation is even a potential source of competitive advantage. Targets remain realistic because in guided work, analysis and creativity go hand in hand.

The benefits of a product or service portfolio to a client are encapsulated by the brand promise. An idea can be presented in many different ways, and there are target audiences for different approaches, which is why it is vital to test each alternative. Conceptualisation involves analytical review of business objectives, gaining understanding of the client’s views and engaging in creative brainstorming. New concepts allow for testing the attractiveness of various brand promises, approaches, visual design and product or service features. Concept testing can be carried out on several markets simultaneously. The final development decisions are made based on client feedback and business potential. Concepts are built together with a team representing the company.

The more clearly visible the company name is in itself or in connection with the product, the more essential it is to define the meanings that should be attached to it. What needs does the company meet? What does it want to be known for? Brand definition is the task of management. The targets set affect all activities and communications. Guided working and openness to different points of view facilitate fast and rational decision-making.

Building a new brand is risky, costly and time-consuming. The guided application of segmentation and positioning techniques facilitates the decision-making and reduces the risks. The clear definition of brand targets is based on research and discussion about the options in the working groups. Ideally, product development should not start before management decides what to promise and to whom. These decisions also form the basis of the pricing, distribution and marketing-communication strategies.

Even if there is nothing wrong with the company or its products, customer impressions may be confused, half-formed or out-dated. People’s priorities change as the surrounding world and the competition change. Alternative solutions should be considered as the need arises. Recommendations are based on mutual decision-making in the working group.

Companies operating in different market areas generally strive to build more or less standard product ranges and brand entities. Uniform packaging, brand promise and naming reduce costs, facilitating brand management and control of product policies. Systematically going through the options with the working group determines what can be standardised and what cannot.