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Overview Strategic Planning Market Analysis Competitive Analysis Market Planning Market and Product Requirements New Product Planning, Development and Deployment Product and Program Management

Market and Technical Requirements Authoring Marketing Plans detail the marketing effort required to launch and create demand for the product. Activities include product launch, public relations, promotional activities, business development, marketing communications, etc. The supporting infrastructure to mount and sustain a successful market launch will be created from this plan. The marketing plan deals with every aspect of the customer's relationship to the product. This includes determining the right marketing mix (product, price, place or distribution and promotion), branding, positioning, etc. Additionally this document should detail how the sales process will be supported with collateral, training, Competitive info, etc. Marketing Budgets Marketing Calendar Product Plans should reflect the realities of the Market Requirements Document. In this phase DDM distills the information contained in the MRD into a product plan that enables you to develop, produce, deploy and support products that meet their customer's critical needs. Whole Product and Kiretsu Profiles. Your products cannot exist in a vacuum. A single product rarely provides all elements of the total solution required to meet the customer need. For example, from the customer's perspective, a streaming media system includes more than just Microsoft Windows Media Server software. The whole product consists of computers, encoder cards, video capture cards, etc., none of which are made by Microsoft. Daniel Digital Media defines the whole product solution for your target market. The solution will include all products in the value chain. In addition DDM will also identify your company's "natural partners" as candidates for your company's "kiretsu" (an informal association of vendors with complementary products). These vendors make components that are combined with your company's products to form the whole product solution. Teaming with vendors who supply other components of the whole product lends credibility to your company and eases the buying decision for your customers. These partnerships can also expand your market by potentially giving you access to additional distribution channels.

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