When In Your Product Lifecycle Should You Start To Consider Pathwwway Product Testing?
Testing a product can be carried out for
various reasons to reduce the harsh impacts of production and selling
uncertainties. However well the product concept is conceived, and the
production is optimized, there exist uncontrollable factors in internal and
external environments. Pathwwway product testing relies on nothing but hard
data to test your products on firm grounds. It brings reliable results based on
which future production and marketing budgets can be effectively determined.
Following are the important junctures in a product life cycle
during which systematic testing brings accurate results.
- When A New Product Is Planned To Be Launched
New products even from an established
brand cannot escape the threats of faulty planning and non-optimized production
methods. It is a chance to demonstrate the performance efficiencies of the new
product. On a contrary note, if the initial set of test results are not so
impressive, it is correction time. Going back and making impactful changes to
the product design, specifications and even packaging might create a huge
difference. When mass production schedules are planned, major financial losses
due to large scale rejection of the product in the target markets, can be
avoided due to product testing.
- When Launching A Product In New/Specific Geographies
The Nürburgring
test centre of Hyundai Motors was built with the sole aim of enhancing product
quality and brand reliability in the European market. The company believes that
providing state-of-art testing facilities will enhance its key competitive
competence in Europe. Proximity to the world famous racing track "The
Green Hell" will be an additional factor using which product testing will
create sustainable market for sports cars made by the renowned carmaker. When
businesses plan to micro-target a specific geography, it is better to test check the products for cultural and geographical fitment. Product success in new markets is a given,
when proper testing procedures are implemented.
- When A Promotional Buzz Needs To Be Created
Product testing can create the much
needed pre launch hype for a product in the intended target markets. By
introducing the product to a chosen set of local influencers, early buy-in for
the product is secured. The promotional buzz becomes viral thanks to social
media marketing strategies. Businesses can gain good mileage on the publicity
that is generated, even before the product is launched in a full-fledged
manner.
- When Aiming For Product Superiority Over Competition
When competition threatens to drive you
out of business by marketing close substitutes to your product, product testing
is a viable solution. Real environment testing is a means of demonstrating how
differently your product performance in comparison to the competitor product.
In the modern age of business, innovation is key to success. There is no better
way to showcase your product USP than by allowing customers to try them out.
Pathwwway product testing can be
advantage, only if carried out as a continuous process, throughout the lifecycle
of the product. By gathering validated information on the selling potential of
the products, marketing managers can arrive at sales forecasts for a new
product and the remarketing budget for an existing product.