A company needs to understand a few basic things to market properly. These are:

• What are the benefits my product offers? People buy benefits; they buy what the product does.
• Where do I stand in relation to competition? This is generally called positioning in the marketplace.
• Distribution Segmentation: All businesses serve different segments. For example, they can be dealers, retailers, direct to the public, wholesalers, and/or private label. You can sell to more than one segment. Each one wants something different—perhaps packaging, price, service, etc.

There are other types of distribution, such as geographic, price, use, size, etc. Once, I took a product from the grocery shelves into the candy/vending channels. If you can sell the same stuff in different places, that is usually a big money maker.

This takes market research; we are equipped for this. It takes the creation of segmented marketing plans—simple ones but different; we are equipped for this.