Overview

When introducing new products to market, customer behaviour should be considered.  Core areas of importance are brand positioning, addressing target customer needs, and making the concept memorable through marketing.  In this paper, I will describe a method that embodies strategies to mitigate risk surrounding this practice by associating scientific theory on memory to educational concepts on marketing new products and services.  These two concepts will be embodied as a marketing methodology and toolset that can be applied to effective deliver outcomes that resonate with customers, by creating new memories based on relevant links to familiar concepts.

The paper will also explore counterparts of an R&D process with a go to market approach, by describing a variety of ideas and expand on how they can be broadly applied successfully for new product and service marketing.

Introduction

A new product or service is the result of research & development (R&D).  Marketing a new product or service effectively, is the means to obtain a return on investment.  It is therefore important to perform R&D in a manner that targets sales.  Oftentimes this process should include defining a marketing definition that can be used for insight and product development structure, throughout the R&D Cycle.  By thinking about products from a customer’s perspective, the risk of failure diminishes overall.

In-order to consider and mitigate commercialisation risks, go-to market strategies, considered throughout the R&D process can provides an integrated method to consider how best to utilise funds for a projects   This process is equally based on the ability for a marketer to associate to the consciousness memory states of a consumer, as it is to develop a useful product or service.  In many cases, useless products make it to market through the application of good marketing techniques alone.

INFORMATION PROCESSING MODELS, CONSCIOUSNESS AND MEMORY STATES

When considering why a marketing model works, and how it works; science offers some assistance in consideration. This is assistive overall in defining how to practice marketing methods, for new product and service projects.

Figure 1

In session notes prepared by Jaideep SENGUPTA, Head and Chair Professor for the department of marketing at the HKUST Business School[1] he provides the model above (“figure 1”) describing a concept for representing consumer information processing. Dr Sengupta’s presentations suggest that memory is a vital influences on consumer behavior.

Over time, I have researched this area of science.  Initially influenced through an extended family member, Sir John Eccles Carew[2], who was prominent in the area of synapse research  http://nobelprize.org/nobel_prizes/medicine/laureates/1963/eccles-bio.html, my studies resulting in a design for an internet based computing platform, an area now called “cloud-computing”, I’ve developed my concepts in this through the application of this theory on a variety of processes including new product and service design.  As described by Ralph C. Merkle Senior Research Fellow, Institute for Molecular Manufacturing[3] “Today it is commonplace to compare the human brain to a computer, and the human mind to a program running on that computer.”[4] Further research, has provided the concept of a mind or this marketing technique, in sudo-scientific terms, as a “neural” network consisting of interconnections (bridges) of static memory elements.  The bridges connect individual memories, which in marketing terms can be termed “paths”.  These paths become increasingly defined and easier to use, through repetitive use.

In contrast, elements, which are not used frequently, become more difficult to utilise overall.  Similarly difficulties, although instituted are not optimal for marketing purposes.  On a more scientific basis, he mind is electro-chemical, as the organic electrical process interacts with chemical mechanisms; providing in turn, positive or negative stimuli.  Bringing this back to marketing terms, these mechanisms provide an indices to the natural process of association, which can be effectively utilised for marketing purposes.  Neural association, is fundamental to the formation of identity, and is continually personal developed and interactions with life.  By association, in marketing terms; this mechanisms affects buying decisions, throughout our commercial environments.

In Figure 1, the application of these concepts is related to conditional responses:

1. The recipient has been exposed to an idea; whether or not they’re paying attention at the time; and,
2. The way that information is interpreted, based on factors of memory, conditional acceptance and therefore perception.

Therefore; these factors are broadly behaviourally characteristic rather than specifically defined within any one socio-economic groups, and related intra-group differentiators.  One of the many benefits is that behavioural analysis assists in the assessment of new concepts, whereas other models may more so focus on current trends and pre-existing offerings / buying decisions.

The objective is to provide a method to engender an objective understanding surrounding the conceptualisation of an R&D Activity, and to optimise that effort.  Through the application of this type of model; opportunities can be filtered to better define potential uptake factors, and essentially brings about a method to identify choices for future consumers, based on the information that can be made available to them; which in the perspective of Marketing New Products and Services, should relate principally towards contributory steps required to engender a positive buying decision.

Consciousness and Memory States

A common model of consciousness suggests two primary subunits, subconscious and conscious states. Conscious, determining things people are aware of; and, subconscious, being things people are not aware of, but are still contributory towards behaviour.  In consideration, behavioural cycles and attentiveness can be influencing both conscious and subconscious memory states for decisions making processes.

The processing model described earlier also describes a validation and verification methodologies, embodied within short-term memory, prior to acceptance; which when successfully achieved; provide allowances for associate and storage within the long-term memory segments, of a mind.

Short Term Memory is all about the present.  Whereas long term memory, although conditionally associated provides broader more complex storage of an unlimited number of ideas and concepts, as perceived from the present. As an application of these theories, I have provided two appendices.  The first discuss a marketing model in association to an R&D cycle for the purpose of taking new products and services to market, and the second provides some real-world examples of the concepts described herein, as they are applied in the market.

Conclusion: Making Products Memorable

To assist in successful sales and marketing of new products and services, association should be used as a tool throughout the application of R&D for new products or services;

• It is important to consider the customer when defining the product; and,
• The modus operandi when marketing a new product is to engendering positive experiences; and that,
• Through the utility of psychological association, communication capacities can benefit by making it easier for consumers to remember the offering; and finally,
• The net result obtained through the implementation of new product and service marketing strategies, is hopefully a memorably positive outcome, which obtains acceptance right through to the checkout.

The style in which R&D is delivered to market significantly impacts sales related objections.   If it is negatively perceived from the beginning, it is unlikely to succeed overall.  It is therefore imperative that R&D activities take marketing into account throughout the commercialisation lifecycle.

Through excellence in the application of marketing strategies, attributed brand-equity becomes a tangible asset that supports both ROI, in addition to the means required to value the output at a higher premium, resulting in more profitable outcomes, above and beyond the cost of the marketing process.  It is therefore in the interest of every marketer to consider how to make new products and services memorable, as they are brought to market.

Subject: New Product and Service: Marketing Strategy and Product Development

APPENDIX-1

DEFINING THE PRODUCT

Brand Positioning is an important production technique that assists to enhance the way to an organisation is described, and provides appeal to their offerings.  Products and/or services also have a brand in addition to a brand context; nonetheless, it is important to consider the differentiation between the brands, and define both a product strategy and a brand strategy as separated processes overall.

Apple Computers brand, is “Apple”, which has many associations. This brand is then segmented into sub-group, providing definition to the product sold by that company.  Products such as iTunes, iPhone, iPOD, iPAD or the iMAC, utilise the ‘i’, as a precursor to the product label, which can be easily associated to both “internet”, as well as “individual”.  These products are marketed inline with both concepts, through application and design.

PRODUCT or SERVICE POSITIONING

Throughout the R&D process, the strategy for the commercial offering can best be defined.  Although the best possible financial outcome is generally a key consideration; other elements come into play to engender the delivery of that result, within any specific project team operating in any market.

Crazy John’s as a Case Study for this example;

Crazy John’s stores started out as a Telstra Mobile Reseller.  Their service offering provided “crazy deals” for mobile purchases, incorporating phones, accessories and telecommunications plans with Telstra.

In this example: Telstra provided the “trusted brand” position, required to form long-term contracts with almost open-ended fees attached.  They are well known both organisationally, and as a provider both throughout Australia and the World.  Crazy John’s customers became contracted to Telstra, which minimised any objections to a 24 month Mobile Service Contract with “Crazy John”.   In addition to the term of the agreements, they were likely also contracted to the lower end of the plan offers, providing a cheap on-the-spot deal; with significantly higher margin usage plans.  The benefit Crazy John offered Telstra, and Customers, was the idea that they could get a “crazy” deal (cheap) for their phone and accessories on the Telstra Network.   This provided them the capacity to build a retail network for handsets and accessories at price competitive rates.

Although people are less likely to purchase long-term associations with a branding campaign entitled “crazy”, this did not matter in this case, as the contract was with Telstra.  Crazy John provided an easy and perceptually cheap way of getting a new phone, which was then contracted (connected) to Telstra.

TARGETED MARKET EVALUATION

The target customer can be best established through the utility of product or service positioning techniques. Investigating who is most likely to buy the product is imperative to defining a sales strategy around that market.  This process includes; statistical generation, price point evaluation and other market research, in-addition to in-person discussions, and other interpersonal communication anyway feasible.

Market evaluation can result in the finalisation of a project, an entrepreneur, however, can “going back to the drawing board”, and redefine the opportunity, which at a minimum, improves considerations for the next strategy which overall through application should result in the identification of a viable opportunity.  This in simple terms creates a go to-market opportunity or go to-market strategy.

ASSOCIATION TO CONSUMER CHOICES

Consumer buying decisions for the proposed product or service should be more obvious and more easily defined to others through the development of a go to-market strategy.  Marketers, working with Entrepreneurs can then “Spin” the R&D outcomes, to manufacture a brand story and specialised linguistics, for market prototyping activities.  The language elements further enhance capability to engender positive consumer choices, which in product terms has implications across packaging, merchandising and other go-to-market process.  This in-turn, engenders a prototyping phase of development, which requires further development.

CONSUMER ORIENTATED STYLING

Prototyping should result in a customer-orientated product, ready for market testing.   The outcome should be ready to initiate pre-sales, when the prototype can progressively be presented to potential customers. Feedback is essential, and the same marketing process may be repeated for further refinements, to assist in the creation of new versions or if the product fails to engender positive responses; to finalise the project and/or go back to the drawing board.

DEFINING THE TEAM STRATEGY

Once the R&D outcome has been established; team buy-in is essential.  In some cases, the team changes once a marketable product has been identified; in other cases, the team can be maintained throughout the products lifecycle.  Unless the team, taking the opportunity to market understands what they’re offering, in simple marketable terms; the ability to sell the product to anyone will be significantly diminished.   Through focused efforts towards ensuring “buy-in”, the organisation is rewarded with a more effective use of human capital, to sell and support each other towards focused efforts. However, if this cannot be achieved, alterations need to be made to ensure viability overall.

To demonstrate excellence in this area; I have provided a few examples by Apple Computers, which I have attached as an appendix.

APPENDIX 2

New York Times Web Ad:  APPLE 1# in CUSTOMER EXPERIENCE

This advertisement, executed on a virtual newspaper, suggests that Apple is #1 in Customer Experience. It’s story provides obvious differentiation between an Apple user, and a PC user. It uses brand association to increase perceived value of the Apple platform, over a “PC” platform.

APPLE IPAD TELEVISION COMMERCIAL (TVC)

Funky music, device demonstration, association to lifestyle and a relaxed way to be connected.

By association, a concept of being cool, calm, organised and purposeful, brings the iPAD to market.

The Apple iPhone 4 – Facetime commercial.

“Only available, on Facetime, iPhone 4.”

The commercial is all about memories, and the ability to connect to memories through the use of an apple product regardless of whether or not the individual is able to be there in person.

Examples illustrated in this TVC (Television Commercial) illustrate examples including; a new family, and the celebration of a new child, a scenario of the ultrasound, where the paternal partner is not present but is connected; and to continue this concept seamlessly, a partner who cannot talk or hear, due to impairment communicating on mobile through video.

[2] http://nobelprize.org/nobel_prizes/medicine/laureates/1963/eccles-bio.html

[3] http://www.merkle.com/

[4] http://www.merkle.com/humanMemory.html

One of the most significant situations i continue to find myself in; is the comment surrounding an ideas, being free.

That no-one owns an idea; and that no-matter the consideration, or the framework developed – anysuch works presented continues to be only an idea, and as such does not constitute commercial intellectual property.

These models help to convay intelligence around how to form infomation systems in a manner that makes it easy for people to understand quickly, and take ownership.

This is a very small portion of a very significant body of science. nonetheless, hopefully this component will provide the necessary insight to enable further research into this sector.

Things have developed since, however at a very youthful age, these were the ambitions and motivations for what became the basedrive project – a learning experience about the poorer manufactured errors in a singular management hierarchy for security infrastructure.  Nonetheless, this was undertaken in very early times, considering internet technology at that stage. A Vision, at the very least.  A bit mad perhaps, but nonetheless.

Ethical Developmental Paper

circa June 2000

Definitions:

Communication,  1. The action of communicating. Now rare of material things. 2. The imparting, conveying or exchange or ideas, knowledge, etc

Language,  1. words and the methods of combining them for the expression of thought.   2. the phraseology or terms of a science, art, profession, etc., or of a class.  3.  a community having the same form of speech, a nation.

Network, 1. work in which threads, wires, or the like, are arranged in the form of a net.  2.  a piece of work having this form.  b.  of structures is animals and plants. c.  a complex system of rivers, canals, railways, wireless transmitting station, etc.

Source:  “the shorter Oxford English dictionary, vol 1&2, Oxford, 1983”

Information, 1.

noun

The Digital Language Landscape

In order for a society to develop it must effectively manage, store and communicate information. This has been achieved by the evolution of languages.  Throughout their avenues of expression, the digital language currently attains the virtues of a Universally Translatable Machine Communication Language.

Through the use of the Digital Language, any & all other languages have or are being translated, and then integrated to the matrix of information available within a globally networked communications environment.

Although this Web of Data, requires multiple layers of translation data, the eventual Goals of this evolving Globally networked Communications Structure, would be for it to Transact Requests, with minimal Input Requirements, at an efficiency never before available to the world as we know it.

The Machine – Future Tasks.

The world as the public knows it, is currently battling many mass demographic diseases & negative outcome generated from past sociological developments.  Although the Cure for such diseases can be attained via future developments, the Processes required throughout any-such “fix” can only be advanced through the development of more effective communication structures.

Medical advances – Digitally Medical

Through the development of Digitally networked Devices, medical tools associated to digitally translated knowledge databases will drive Input/output devices to further identify diseases at a molecular levels, enabling additional procedures whereby such diseases can be removed utilising technologies,

Media Delivery – Social Education Forum

Remote Area’s

Traditionally, remote & country Living has been associated to being disconnected to the culture of more densely populated areas and their communication structures enabling the vast plethora of media delivery.  However with digitally enabled Network Delivery, Remote area’s can reap the rewards of Visual, Audio & Text Media Delivery.  This will in turn enable a Learning Curve associated to the requirements determined by the user.  Theoretically, Internet Media Delivery Networks have the capability to enhance the Educational Curve of the population through a basis of Availability.

Throughout the ages of socialogical growth, availability of learned information has been restricted to economic, social & other demographic rationalisms.  Through the use of digital Networks, the Connectivity associated Population can access archives of Television Programming,

Language

The Sociological Requirements for Effective Communication Networks.

As global societies develop, that is societies & communities that have little to no geographical barriers to development, languages & communication structures must be developed to adhere to pre-defined cultural, social & legal requirements.

Prior to the development of the global public digital network – internet, social structures & individuals daily activities were developed within the barriers of physical presence & associated communication requirements (Short Comings).

The global barriers has been significantly removed through the development & use of Internet.

Multiple data language structures can exist on the Internet Infrastructure, these will provide consumers with network or communication structure process differentiation.

However all networks must process any such distribution and storage of communicated assets (information) in an effective manner; The language then has the ability to efficiently be communicated throughout a sociologically defined “networked” environment.

Networks provide creative solutions that empower the evolution of society. The integration of a successful network is dependant on, the availability, financial security, and time efficiency provided by it services.

The networks communication process must enable the access of a larger, sociological environment that will increase the attainability of information.

Networks also enrich our ability to attain knowledge by recording information and organising the widespread facilitation of communicating or advertising socially relevant information or creative material.

This is where the association to the use and development of languages becomes involved.  When effective networks are created, the demand can be pre-determined by the services it can effectively provide.

Communication networks demand the association of multiple exterior services providers to internally measure the networks advantages.

This process co-efficiently create further demands for education, simultaneously facilitating the networks ability to develop, creating communication solutions, that then accelerate the development of other languages…. creating evolution……

Most current storage networks rely on computerised information systems. Stand alone Computer are becoming significantly outdated as the electronically networked society develops.

Internet technology is now a requirement of the personal computer market.

Further advances in personal computer technology are becoming a largely secondary concern due to the predominate focus market focus on the Internet.

However, due to the comparative expense and product complications of the Internet network, large market “gaps” are becoming apparent.

The personal computer workstation is still effectively designed to function on a stand alone basis.

It depends on the access and storage of information locally in preference to facilities available on exterior networks, ie. Internet.

The personally created, files or documents can be irreplaceable, and the possibility of misplacing or losing this stored data can result in unjustifiable personal burden and stress.

The current system orientation also influences the communication and computer based communities, in creating “advanced” storage media that continually fail to protect distribution and exploitation of stored and communication based resources.

The sectors of commerce producing or utilising these interrelated products and services are now forced to operate in an environment where ineffective information security solutions are continually breached.

Due to this structurally pre-determined liability; companies and individuals have the internal obligation to predict an estimation of financial loss, likely to occur due to current inadequate systems accepted throughout; created, by current problematic circumstances that in themselves jeopardising this environment due to these ineffective security conditions.

There are countless ways our lives are affected by these primitive inefficiencies.

One of the consequences that produces the most socially disturbing effects, is the collective requirement to primarily focus on personal intellectual protection, before any validation of personal creativity can be assured to be endorsed.

This initial obligation, stagnates the implementation of otherwise warrantable endeavours worthy of validation and personal endorsement.

We as a society are forced to co-exists in this environment where pro-active individuals are supporting the commercial worth or value and production of goods, services and resources, whilst simultaneously created fundamental avenues for illegal and illegitimate use and distribution creating sectors of single directional transactions.

As such, there is a percentage of “market loss”.  This could be significant curved by the implementation of a conglomerated communication network. This network would be designed to know all associated variables produced when any communication or transaction is performed internally within.

Protective security mechanisms are the foremost issue in any information storage network.

Securing personally stored information in a worldwide platform, seems enchanting. However the creation of a platform that offers its users total assurance of information safety, network security, and product versatility, if foreseeable.

Welcome to the information storage world I currently call “ibank”. It exists as a new worldwide information protocol, that is designed to be totally integrated throughout the next generation of electronic information access – communication era.

This protocol will be universally understood throughout the computerised communication world.

The “database language”, is designed to manifest a state of total network security. Enabling the eventually implementation, of a democratically based international government, empowered by the rule of communication and information systems.

This preposed organisation would be recognised as the world’s first legally governing international body, controlling the use of communication, intellectual properties and electronic information access.

This government would work in co-operation, with all involved countries and territories to develop internationally recognised laws, for the specific use over the ibank “network”.

The initial creation of an “ibank” legislative council, would specifically orientated this network towards the eventual development of this as yet non existent internationally governing body.

This platform will be designed to provide absolute protection to the individual, for all network related matters.

The rights and privileges available on this network must first be accredited by governing body before it is able to connect as a “ibank” network products or service.

All individuals must agree to the legal contracts provided upon membership, only then can any access to the “ibank” network be commissioned.

This is another network integrated feature, designed to enable the protection of the users freedom and rights on the “ibank” network.  A specifically designed legal system is also preposed to be created and integrated into the network.

It would also help to ensure the protection of individual from intellectual, technological, and communication based crimes.

However I would suggest that all changes for “ibank laws” should be democratically voted in by the users, possibly via the network’s user account system.

Ibank is designed to be integrated into the world’s electronic information exchanges.

Via the “ibank” network, access to worldwide product and service industries, are more easily attainable, because of this universally accessible environment.

The “ibank” environmental interface is visually defined by the individual. This feature is designed to facilitate the needs of all individuals.

The personal “ibank” information network, allows the account holding user to enter the worldwide electronic communication market, this personal account system securely manufactures a monitoring system to also secure the “ibank” network environment.

use financial transactions we relay upon, to securely communicating information, and to database personally relevant materials in universally accessible location.

This idealistic aim is to in the most efficient way possible. These systems are inefficient, as they are only of use to the total user base owner or owners of the system or networks proprietor to provide superior security and efficiency.

This preposed information management system, to be presently referred to as “ibank”, I  be developed to provide a secure information management platform, for individuals and companies to store and transact information.

Currently individuals store .

Both the financial and informational culturally created asset types’ entities are known to be prerequisites for social individuality and the recognition of social positioning materialistic existence and circumstantial certification for characteristically evaluated events.

This socially indispensable presence existing with such prevalence in our culture, demonstrates the necessity of such entities, currently existing as the primary form of payment and personal “worth”, is totally dependant on security systems in place during the time the individual has “ownership” of such “funds” displayed during means of transactions.

Knowledge, and the communicative version we call information, defines a unique value of the individual, filling a sociological gap perceivably untouched by any other personal entity existing in our society today.

This sociological descriptive tool used to develop communicative understanding, fundamentally necessitates the protection of intellectual “properties”.

The power it gives the individual and the larger environment, possibly benefiting from any personal creativity again creates a need for a totally secure platform where the user is the primary concern.

Upholding the individuals right to express ones’ theories, and to be heard with due acknowledgment of originality, and ownership of intellectual properties.

To be dually commended for the advancements in community knowledge by defining the individual and protecting the “property” interests created by intellectual means, protected by law.

To eradicate exploitation of the individual by means of misappropriating true and/or original person or person’s involved in primary concept and/or development, also to disqualify current structural weakness creating unnecessary risk, of foreign entities gaining undeserved acknowledgments for intellectual properties attained by fraudulent means, ie.

Stolen for reasons of greed of profit.

The ibank information network is designed to help facilitate the creation of a sociological environment where respect is of upmost importance, true intellectual property is recorded to the creator, not the advertiser. the ibank network should uphold these basic understandable “values” in a format better available than currently existing.

The ibank is a secure personal information database tool, available to anybody and every body who uses computers and would like any of the added benefits this product has to offer.

Access to this network must be charged at a negligible fee, with the predominate income becoming attained by percentages of the transactions associated with the distribution of affiliated products and services.

Additional account payments would be applicable for “better” accounts. ie.

-       Larger file storage space, optional network features, accessibility options (mobile network, overseas), etc.

This product, ibank, is aimed at changing the present concepts of computerised information storage and information networks. To create a worldwide information storage platform that will encourage true competition, by the coordination of all personal research efforts to attain common worldwide goals.

This network must be efficiently secure. All information stored on this network must be easily attainable to all appropriate users via a simplistically logical visually user orientated, software interface.

It will also secure entitled financial income to the business involved, by assuring customer security and billing for any such information purchases or transactions via the ibank network.

The primary aim is to provide a highly efficient and affective information accessing and storage facility.

This in turn creates an affective information storage network, designed specifically for commercial “online” integration, for better customer targeting and efficient market integration whilst securing absolute privacy.

Product outline

The ibank system preposed is designed to be released in  stage form.

First stage should incorporate the following facilities

Totally “online” file storage facility

This is aimed at facilitating the file storage needs of the individual account holder.

The user defines a storage space is allocated on the ibank network enabling the user the facility to store their personally created files in a universally attainable place.

This is a primary facility of the “ibank” network.  ibank file storage space provides absolute privacy and a permanent file tagging encryption code to ensure the network file security.

• document files
• graphic files
• workstation backup’s
• user’s  personal account information incorporating
• the ibank diary
• the ibank security system
• users integrated service providers (banks, telecommunications, etc)

ibank account diary

Address book information such as;

email addresses

phone and fax numbers

mailing addresses

ibank account holders, personal security system

Accessing procedures

hardware interface smartcard “key”

personally serial numbered credit card sized cd. for initial system contact (only necessary for full account access)

personal “user name” and “password”

ibank network usage history and account accessing privilege listings “d.n.s” style accessing history of all ibank account holders actions whilst online Other network members that have accessed your account listing’s of ibank users you have certified for specific privileges in your personal account

Total security management system incorporating; secure account opening procedures incorporating hardware key’s and security software orientation operating throughout the network.

These are viewed as crucially important initial steps, to be designed for total security and to gain market trust and loyalty. This network must be known as the most secure place one can store their information. This will create the foundations for “ibank” to be the next technological revolution.