You're torn between R&D and marketing strategies for new products. How do you strike the perfect balance?

Firstly, it starts from the foundation of what the science supports, otherwise the message drifts into unchartered and risky territory. Then the science needs to be interpreted into hot buttons, word choices and concepts that are understandable and relatable by the lay public. Then the marketing team connects those threads with variances that reflect the nature of the communication. Videos, white papers, promotional pieces etc all bring in specific audiences, possess limitations and opportunities. Vary the message to the vehicle that carries it and spread it out across a range of platforms. Then adapt, strengthen, modify per feedback and results

Continuous research and development for the customer needs will take you to the perfect balance of good product and full utilisation of its capabilities. This balance makes the product commercially viable and gives value for money to the customer.

In my experience, thoroughly exploring customer insights, and ensuring that the product addresses a real need is essential for laying a strong groundwork for product R&D.

Both Marketing and R&D goes hand in hand especially in current volatile ; uncertain ; complex ; ambiguous (VUCA) world, where specifically the VoC changes a lot wrt time. The global planning cycles having clarity on regional demands and bringing roadmap for HOW at global level - Eg, one product will have differentiating requirements at multi region where as having that many SKUs will create complexity for scalability, so understanding VoC and arriving to modular technology solutions shall help to better customer satisfaction index.

To successfully launch a product, balance research and development (R&D) with marketing efforts. Once you've developed a promising product, shift focus to crafting a compelling narrative that resonates with your audience's desires and pain points. Build awareness and excitement by leveraging a deep understanding of your market and effective communication channels. Timing is crucial, so recognize when to start building hype around your product, ensuring a eager crowd is waiting when it's ready to launch. This harmonious balance between R&D and marketing enables a smooth transition from development to launch, setting your product up for success.

The perfect product launch starts explaining from Customer Point of view and for what the product is for. It is also helpful to adjust the product launch for specific customer groups.

Un ejemplo claro es iPhone la gente lo está esperando y aunque cada ves es más caro las perdonas vuelven a esperar paradas por el. Igual pasa con el restaurant de moda o el bar. Prácticamente es crear expectativas del producto que pueden incidir en la vidas de las personas, hacerlos más importantes o interesantes y algo s es ser realista lo que prometes con tu producto cumplirlo si tus marca de agua será alcalina que cumple con un pH alcalino.

Market Potential: Assess the market potential of new products early in the R&D phase. This involves market research, competitive analysis, and understanding customer pain points. Technical Feasibility: Evaluate the technical feasibility and development timelines to ensure that the product can be delivered as envisioned. Products with high market potential but low feasibility should be reconsidered or re-scoped.

Marketing is of crucial importance for companies. It must respond to market changes and the various needs of the target group in order to future-proof the company and its offering. Marketing not only facilitates the acquisition of new customers by bringing more interested parties into contact with the company's offering and thus simplifying sales. It also ensures that existing customers are retained in the long term.

It starts with the mindset, a positive one to begin with. There is no better strategy in product development than having positive minds from R&D and marketing sit together and work on a winning concept. It will call for constant communication and healthy arguments, where only the best idea wins. It can come from the last man in the room. R&D and Marketing are two sides of one coin and will only have value when two sides meet. The creator thinks his product is best, marketing has to guide what's working in the market. Unbiased tasting sessions and accepting constructive criticism are the key to great product development.

It is equally important for both the marketing and R&D teams to align on a common goal by understanding market demand and developing a product concept that meets this demand. Additionally, it is crucial to consider the scalability of the product from an execution standpoint; creating a great product is futile if it is poorly executed in the market.

Achieving product alignment starts with a unified concept and purpose, lead by R&D's clear communication of research and evidence supporting the product's claims. This link pushes brands to educate audiences on key terms and benefits, providing informed consumer decisions. Positioning should highlight niche service, but also, integration within the brand’s offerings, positioning a value increase. This approach ensures credibility and strengthens the brand’s narrative providing another properly positioned offering. Avoid marketing hype so integrity is preserved; focus on transparency to align the message with the product's research-backed purpose. If not, value and efficacy for the promoted purpose is lost and the product is abandoned.

We focus on the market demands and check where the organization lies in that demand. Accordingly we prepare the concept to cater the market needs

Allocate budget between R&D and marketing based on product stage. Early on, R&D takes precedence to develop a competitive product. As launch approaches, marketing budget increases to create awareness and drive adoption. Post-launch, balance both to maintain innovation and momentum. Regularly reassess budget allocation as the product and market evolve.

To strike the perfect balance between R&D and marketing strategies for new products, prioritize customer-centricity, integrated planning, and cross-functional teams. Ensure R&D essentials like customer insights, practical solutions, and scalability, while also focusing on marketing matters like crafting a compelling narrative, building awareness, and timing hype. Align goals between R&D and marketing teams through regular communication and collaboration, and budget wisely by evaluating the product's stage and allocating funds accordingly. Establish feedback loops, utilize agile methodologies, and conduct pilot programs for market validation.

Establishing feedback loops between R&D and marketing fosters a symbiotic relationship, driving product success. By sharing customer feedback, marketing informs R&D, enabling data-driven improvements and innovations that address user needs. Conversely, R&D provides marketing with valuable insights into the product's capabilities and limitations, empowering them to craft accurate and compelling narratives. This continuous exchange ensures that both teams collaboratively develop a product that not only meets technical standards but also resonates with the target market, ultimately enhancing overall product quality and market relevance.

Iterative Development: Use an agile or lean development methodology that allows for iterative product development. This approach enables the incorporation of market feedback into the product design early on. Market Testing: Conduct market testing (e.g., beta testing, focus groups) during the R&D phase to validate concepts and adjust marketing strategies based on real customer feedback.

Creating feedback loops between R&D and marketing teams can indeed have a profoundly positive impact on both processes. By sharing insights and feedback, these teams can work together to: - Inform product development with real-world customer needs and preferences - Ensure marketing messages accurately reflect the product's capabilities and value proposition - Identify potential product improvements and innovations - Enhance overall product-market fit Some ways to establish effective feedback loops include: - Regular cross-functional meetings and workshops - Shared project management tools and documentation - Customer feedback and user testing initiatives - Joint product planning and roadmap development

The research should be able to generate the business and which will be accepted by a majority makes that decision, which can be decided based data collected by marketing team.

Also worth to think about the right market timing. So when is the market ready for the product is sometimes more important than focussing on your own R&D timing. Especially for very innovative new products.

The Minimum (R&D) Viable Product and Marketing and like two hands of a clock where the Marketing is the Minute Hand or the long hand that has to run faster and for every cycle the Hour Hand which is the R&D moves iteratively collecting all the feedback for an iteration of MVP. Marketing and R&D should work in tandem to avoid historical failures like Apple’s Lisa where you keep your heads down on R&D without gathering feedback from Marketing and wise versa.

Balanced Investment: Allocate resources to both R&D and marketing based on the product lifecycle stage. For early-stage development, more resources may be allocated to R&D, while marketing investments ramp up as the product nears launch. Synchronize Launch Plans: Ensure that the R&D timelines align with the marketing and go-to-market plans. Delays in product development can lead to missed market opportunities, while premature marketing can result in unmet customer expectations.