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14 Types of Product Objectives

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Product objectives are targets for product development or product management. They serve as the basis for product strategy, design, refinement and launch. Product objectives also serve as target for teams and individuals and may be incorporated into performance management targets. The following are common product objectives.


A revenue target.


A target cost of goods sold. In some industries, reducing product cost on a continual basis is key to the profitability of a firm.


Price objectives such as price skimming.

Market Share

Market share is a common objective for product management and the launch of the products of an established brand.


Brand objectives such as brand awareness and brand identity.


A product development initiative may begin with a set of customer needs and preferences that are viewed as a valuable market fit. For example, a restaurant that aims to be as convenient as fast food and as healthy as eating a proper home cooked meal.


An objective to reach a particular target market such as health conscious workers in the business districts of large German cities.


Distribution objectives such as finding a distribution partner in a particular region.


Promotion objectives such as advertising reach.


Sales objectives such as lead generation or customer acquisition cost.


Targets related to quality control and customer perceptions of quality. For example, an electronics device with an objective of zero defects.


Operations objectives such as production targets.

Product Knowledge

Product knowledge objectives such as training customer-facing staff to support and sell the product.

Customer Experience

Customer experience objectives such as a restaurant that targets levels for customer reviews of food, decor and service.
Overview: Product Objectives
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Product Development

This is the complete list of articles we have written about product development.
Brand Development
Competitor Analysis
Critical To Customer
Customer Analysis
Customer Needs
Design Considerations
Design Principles
Design To Value
Early Adopters
Feasibility Study
Figure Of Merit
Latent Need
Market Fit
Market Research
Moment Of Truth
Naive Design
Packaging Design
Product Analysis
Product Culture
Product Design
Product Functions
Product Marketing
Product Metrics
Product Planning
Product SWOT
Proof Of Concept
Sensory Analysis
Social Features
Target Market
Time To Market
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