MARKETING PRODUCT PACKAGING AND DEVELOPMENT OF A PR STRATEGY FOR AN IT PRODUCT
Assol.Cloud is an innovative provider of a managed IT services and market place software for companies of any size (from small to large businesses).
Assol.Cloud optimizes the time and financial costs of a business for deploying, maintainingand equipping of employees' workplaces through cloud administration technologies and the creation of a unified personal account of clients, from where all IT processes in the company are managed.
In April 2020, SEA Company was approached by the developers of the Assol.Cloud software marketplace for consulting services on marketing product packaging and developing a strategy for entering the market.
The market of IT products and solutions for creating and equipping workplaces, as well as the introduction of cloud data storage, is highly oversaturated. Competition in this industry forces us to conduct a thorough analysis of our own product, identify its competitive advantages and build the right marketing positioning that would strongly distinguish the product. In the absence of a competent process for bringing a product to the market, a lead processing system (applications) and a strategic vision for its development, the probability of project failure can reach 80%. Assol.Cloud specialists have developed many useful services for business, especially in demand during the pandemic, but being primarily developers and IT specialists, they did not have a single positioning of the company, and all products were divided into many services, which lost their correct perception among potential customers.
SEA Company's specialists conducted a series of online meetings and interviews with the creators of the project, where they asked them to share in their own words the essence of the Assol cloud model. These meetings helped to form a list of problems that the project needs to solve before entering the market, as well as to identify the blocks within which the company needed help.
At the first stage, SEA Company experts conducted an in-depth analysis of the entire structure of the company and analyzed in detail the essence of providing each of the available Assol.Cloud services and products. In addition, to gain a more complete understanding of the company's development, the founders shared their ideas on the introduction of new services and products at the 2nd and 3rd stages of the company's development.
The second stage identified and analyzed competitor projects close in concept, their positioning, pricing, and highlighted the USP (uniqueness of the trade offer) of each of them. This analytics formed the basis for determining the target audience groups of the company.
The third stage was the detailed development of a marketing and PR strategy, designed in the form of an activity plan for 10 months with a detailed description of the format, budget and deadlines required for preparation.
In the process of working on the project SEA Company experts came to the conclusion that it was necessary to reform the service groups, as well as create new product packages of the company to expand the target audience, which was approved and implemented by the founders of the project.
The final report on the "Marketing Business Packaging" included all the materials necessary for the launch: from marketing positioning to a detailed description of each of the services. The PR activity plan was fully accepted by the company and further implemented by the staff specialists. A well-structured strategy made it possible to attract the first corporate clients in the shortest possible time, as well as to get on the rails of well-structured business processes and scaling of the company.
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