One thought on “Product Manager Marketing Mistakes | The Accidental Product Manager”
I agree with the analysis, but disagree with the conclusion, when you say:
“One way for product managers to take advantage of repertoire buyers is to offer lots of brands and variants within the same product categories. This will allow you to capture more of the buyers as they purchase a repertoire of products.”
I think repertoire buyers are buying the best deal available at any given time, whether it be a discounted cell phone or a box of pasta. You are assuming that these buyers are after diversity, and therefore suggesting a broadening of the product line. I think, again, they are just after the best buy at purchasing time.
I also think you are missing an option when you say:
“Oops, it turns out that there is really only one way to grow the sales of your brand – get more customers. This means that you need to either get more people in your existing markets to buy your product or you need to enter into new markets.”
Another way to grow your sales is to sell higher valued products to the same customers, by adding premium services /additional functionality. etc.
I agree with the analysis, but disagree with the conclusion, when you say:
“One way for product managers to take advantage of repertoire buyers is to offer lots of brands and variants within the same product categories. This will allow you to capture more of the buyers as they purchase a repertoire of products.”
I think repertoire buyers are buying the best deal available at any given time, whether it be a discounted cell phone or a box of pasta. You are assuming that these buyers are after diversity, and therefore suggesting a broadening of the product line. I think, again, they are just after the best buy at purchasing time.
I also think you are missing an option when you say:
“Oops, it turns out that there is really only one way to grow the sales of your brand – get more customers. This means that you need to either get more people in your existing markets to buy your product or you need to enter into new markets.”
Another way to grow your sales is to sell higher valued products to the same customers, by adding premium services /additional functionality. etc.
Interesting ideas, though, thanks for the blog