NEW PRODUCT INTRODUCTION STRATEGY FOR THE POLISH MARKET
The strategy for introducing a new product to the Polish market constitutes a significant phase in a company’s expansion, but it is a stage demanding dedication and patience. During the initial period, the lack of brand recognition, unfamiliarity with the offering among customers, and insufficient brand conviction present challenges that can notably restrict the effectiveness of efforts. In this context, we present key guidelines that merit focused attention, alongside suggestions pertaining to marketing initiatives, with a particular emphasis on advertising actions.
Thorough Market Analysis: Conduct a detailed market analysis to identify gaps in the offering, competitive products, and customer preferences. Understanding the precise state of the market will enable you to tailor your product to meet customer expectations and define values that set it apart.
Precise Target Audience Definition: Focus on defining the exact target audience that is most interested in your product. Specify their needs, preferences, and challenges to ensure your product can provide them with real value.
Unique Value and Uniqueness: Ensure your product brings something unique to the market – it could be innovation, distinctive features, quality, pricing, or other elements. Concentrate on creating a competitive advantage that convinces customers to choose your product.
Focused Marketing Strategy: Develop a cohesive marketing strategy that focuses on channels and messaging that will best reach your target audience. Consider a combination of outdoor advertising, PR efforts, and other forms of communication to achieve maximum visibility.
Advertising Campaign: Outdoor advertising proves to be an effective tool for establishing brand awareness, especially during the initial market entry phase:
- Billboards: Place colorful and captivating billboards in strategic locations with high foot traffic. Utilize compelling, attention-grabbing visuals and concise ad messages.
- Advertising on Buses and Trams, or Even in the Metro: Leverage the popular spaces on buses and inside public transport vehicles. Position your ads on the sides of buses and within their interiors, ensuring consistent exposure to potential customers. This repetition contributes to reputation building and trust in the brand. It’s an excellent way to reach a substantial number of individuals in various locations, both during their daily commutes and at stops.
- Bus Stops and Tram Stations: Utilize public transport stops by placing ads at bus stops, inside buses, and trams. This method effectively reaches a considerable number of individuals on the move.
- Building Façade Advertising: Consider placing ads on building facades. Large, colorful graphics can capture the attention of passersby, creating a visual feast. The advertisement itself becomes an eye-catching spectacle.
Marketing Objectives and Effectiveness Measurement: Define specific marketing objectives, such as increasing brand awareness by X% within the first quarter or acquiring Y customers within the initial six months. Regularly monitor and measure the effectiveness of each action, allowing for strategy adjustments as necessary.
Feedback Response: Remain receptive to customer feedback and take it into account. Adapt the strategy based on customer opinions and preferences to better address their needs.
Partnerships and Collaboration: Consider forming partnerships with other companies or brands that share a similar target audience. Collaborative promotion can facilitate reaching a broader base of potential customers.
Remember, an effective strategy requires flexibility and the ability to adapt to evolving market conditions. A combination of outdoor advertising with other communication channels and a focus on mass-market customers can contribute to building a robust brand awareness and achieving success in the Polish market.