Marketers must ensure every PDP is consumer-centred – Awoyale
By Felicia Nwosu
Abiodun Awoyale, Innovation & Commercialization Manager at Monument Distillers Nigeria Limited, has advised marketers to ensure that every Product Development Process (PDP), while mapping out the customer journey, must be user friendly and consumer-centred, devoid of personal emotions. He averred that the product development process is an effective framework for developing an active customer-driven quality product by identifying a need from the user’s perspective while seeing the consumer as the ultimate judge of quality in the marketplace.
The business leader noted this during an interactive session on ‘Brands and YOU’ with Benjamin Okoh on Classic 97.3 FM, explaining that product development process is apparently described as the sixth step needed to take a product from ideation to final market launch.
“Every product that leaves a company is assumed to be of good quality having presumably gone through quality control. Product development means coming out with a product or service that appeals to a particular sentiment or a set of sentiments. It is supposed to identify a need and find a way around that need. No two product launches are the same, but all of these lead to purchase decisions for the product,” he said.
The creative marketing strategist revealed that some marketers sometimes are responsible for why some brands fade out sooner than planned. The product developer and brand manager reaffirmed that the marketplace is never static, but dynamic and fast-changing. He charged brands to re-evaluate their existing product lines and re-navigate to stay in tune with the paradigm shift.
“Brands can fail due to lots of reasons. The most important factors that make brands fail a lot is that marketers at the back-end put a lot of emotions into the ideation process. Do not see yourself as the final consumer of that brand that you are pushing. If you are seeing yourself as the final consumer, you are bound to make mistakes, but be an impartial judge. There are instances where you have a particular brand and you do not need to extend it, all you need to do is to extend the usage pattern of the same brand without changing it.
“It is a different thing for you to go to the right consumers and get their feedback, it is another thing to misinterpret the feedback, and it is another thing to personalize the feedback because you want to push your own ideology as a marketer,” he said.
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