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Product Development Guide

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Product development is the process of bringing new products and product updates to market. This is concept-to-launch process that includes product positioning, design and marketing. Products may be services and it is common for product development efforts to include end-to-end customer experience. The following are common product development techniques.

Market Research

Developing knowledge and data about markets and customers.


Product concepts and strategy typically revolve around the idea of positioning a product's unique identity in a crowded market.


Designing the product or service and elements of customer experience.


Planning the production, pricing, distribution and promotion required to launch the product.
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A list of common types of product positioning.

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Market Research

A systematic investigation of market conditions including customers and the competition.

Product Design

A list of product design techniques and considerations.

Product Differentiation

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Product Strategy

A checklist for developing a product strategy.


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An overview of common pricing strategies.

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A definition of product positioning with examples.

Brand Storytelling

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