Product Strategy and Support
Requirement
The online division of a major national corporation needed to analyze their product strategy in response to competitive, corporate, and market pressures. There were no available internal resources to conduct the review and report the results. The client called McKinley Marketing Partners in search of a seasoned marketer with marketing management experience, strong product management skills, and proven credentials in the development of strategic marketing plans.
Solution
The Interim Marketing Managersm (IMM®) contributed to the development of the overall mass marketing strategy and the implementation of the marketing plan for the client's product. His primary responsibilities included developing pricing strategies, working with consumer marketing and other entities, overseeing the implementation of all bundled offerings to ensure appropriate customer care policies, and creating systems and fulfillment support. The IMM assessed the financial and strategic impacts of all bundling opportunities, ensured that programs were designed to meet business plan targets, and tracked/analyzed programs to recommend ongoing improvements.
