Question

Topic: Strategy

How To Launch A Range Of Cleaning Products In Uk

Posted by sjohnp on 5/20/2010 at 6:46 AM ET 125 Points
A good friend of mine is looking to launch a range of cleaning products of textiles, furniture, clothes and accessories in the UK and has asked me how best he can do this within the UK. The products are from a company in Finland and claim to be market leaders on their particular markets in Finland. The business strategy of the company in Finland is to develop chemicals to specific needs of their customers who are in many cases too small for multinational companies. The products are known for their high quality, safety in use and innovative technology. The products are marketed for both consumers and professional use. On a professional level the products are used in many well known buildings and hotels plus many well known cruise lines. With very little budget I feel the professional route is probably the best way forward but how can you penetrate a market which is probably very competitive. I'm looking for help and suggestions on ways to market this to the professional market (public places, elderly homes, cruise ships, buses, trains etc)
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RESPONSES

  • Posted on 5/20/2010 at 6:53 AM Accepted
    You should probably start by talking with the people who would be your prospective customers. Find out where they get their cleaning products today, what they like and dislike about them and the suppliers they deal with, and what unmet needs they have that would get them to try a new product.

    It's rarely possible to figure out the right marketing strategy for a new product without really "getting your hands dirty" in customer research like that. There are no textbook answers, because every product and every market situation is different. What works for cleaning products from Finland in the UK probably wouldn't work for breakfast cereal from South Africa in France, etc.

    But talking directly with the folks who will be faced with a purchase decision is a mandatory first step if you want to approach this in a professional way and maximize the chances that you'll get it right the first time.
  • Posted by sjohnp on 5/24/2010 at 8:37 AM Author
    Thank you for your thoughts and comments and agree the only sensible strategy her is to get out and talk to people in the market place and find out exactly how the product stacks up.
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