Environment and

Environment and Market

Market
Module 2
Course Overview Objectives
At the end of this module, you are expected to:
identify what is of “value” to the customer
explain what makes a product unique and competitive,
apply creativity and innovative techniques to develop
marketable products
Environment and Market 1
Environment and Market Contact Center services"
typically refer to the scope and focus of services
provided by a contact center, emphasizing
environmental considerations and market
engagement.
Environment:
These services aim to promote sustainability and
environmentally friendly practices within the contact
center operations.
This may include reducing energy consumption,
minimizing waste, promoting eco-friendly
communication channels, and implementing green
policies.
Market Contact:
This involves engaging with customers, prospects, and
the broader market to promote products, services, or
brand awareness.
It includes customer support, sales, market research,
feedback collection, and building customer relationships.
Product Development
a process of making a new product to be sold by
a business or enterprise to its customers.

Product development may involve modification

of an existing product or its presentation, or
formulation of an entirely new product that
satisfies a newly-defined customer’s needs,
wants and/or a market place.
Product Development
There are basic, yet vital questions that you can
2
ask yourself about product development. When
you find acceptable answers to them, you may
now say that you are ready to develop a product
and/or render services.
These questions include the following:
1. For whom are the product/services aimed at?
[Link] benefit will the customers expect from
product/service?
[Link] will the product/service differ from the
existing brand? From its competitor?
Needs and wants of the people within an area
should also be taken into big consideration
Everyone has his/her own needs and wants. However,
each person has different concepts of needs and wants.
Needs in business are the important things that an
individual cannot live without in a society.
These include:
1. basic commodities for consumption,
2. clothing and other personal belongings,
3. shelter, sanitation and health, and
4. education.
 Concepts of
3
Developing a Product
A critical phase in the
development of a product. In this
stage, the needs of the target
market are identified, and
competitive products are
reviewed before the product
specifications are defined.
 Concepts of
Developing a Product
3
The process of product development
follows the following stages:
Identify customer needs: Using survey forms, interviews, researches,
focus group discussions, and observations, an entrepreneur can
easily identify customers’ needs and wants. This stage is very
important because it would determine the product to be produced or
provided.
Establish target specifications: Based on customers' needs and
reviews of competitive products, you can now establish target
specifications of the prospective new product and/or services. A
target specification is essentially a wish-list.
The process of product development
follows the following stages:
Analyze competitive products: It is imperative to analyze existing
competitive products to provide important information in
establishing product or service specifications. Other products
may exhibit successful design attributes that should be emulated
or improved upon in the new product or service.
Generate product concepts: After having gone through with the
previous processes, you may now develop a number of product
concepts to illustrate the types of products or services that are
technically feasible and will best meet the requirements of the
target specifications.
The process of product development
follows the following stages:
Select a product concept: Through the process of evaluation
between attributes, a final concept is selected. After the final
selection, additional market research can be applied to obtain
feedback from certain key customers.
Refine product specifications: In this stage, product or services
specifications are refined on the basis of input from the foregoing
activities. Final specifications are the result of extensive study,
expected service life, projected selling price among others are
being considered in this stage.
The process of product development
follows the following stages:
Perform economic analysis: Throughout the process of product
development, it is very important to always review and estimate
the economic implications regarding development expenses,
manufacturing costs, and selling price of the product or services
to be offered or provided.
Plan the remaining development project: In this final stage of
concept development, you can prepare a detailed development
plan which includes list of activities, necessary resources and
expenses, and development schedule with milestones for
tracking progress.
Finding Value 4
People buy for a reason. There should
be something in your product or service
that would give consumers a good
reason to go back and buy more. There
must be something that will make you
the best option for target customers;
otherwise, they have no reason to buy
what you are selling. This implies
further, that you offer something to your
customers that will make them value
your product or service.
Innovation
Innovation is the introduction of
something new in your product or
service. This may be a new idea, a
new method, or a new device. If you
want to increase your sales and
profit, you must innovate.
 5
Unique Selling Proposition (USP)
Unique Selling Proposition (USP) is
what makes your product or service
special and different from others. It's
the main reason people choose you
over competitors. Think of it as your
"special thing" that no one else
offers.
Here's how to discover your USP and how to
use it to increase your sales and profit:
Use empathy: Put yourself in the shoes of your customers.
Always focus on the needs of the target customers and forget
falling in love with your own product or service. Always
remember, you are making/providing this product not for
yourself but for the target customers to eventually increase sales
and earn profit.
Identify customer’s desires. It is very important for you to
understand and find out what drives and motivates your
customers to buy your product or service. Make some effort to
find out, analyze and utilize the information that motivates the
customers in their decision to purchase the product or service.
Here's how to discover your USP and how
to use it to increase your sales and profit:
Discover customer’s genuine reasons for buying
the product. Information is very important in
decision making. A competitive entrepreneur
always improve their products or services to
provide satisfaction and of course retention of
customers.
 Generating Ideas 6
for Business
The process of developing and generating a
business idea is not a simple process. Some
people come up with a bunch of business
ideas that are not really feasible.
The most optimal way is to have a
systematic approach in generating and
selecting a business idea that can be
transformed into a real business. Here are
some basic yet very important
considerations that can be used to
generate possible ideas for business:
Examine existing goods and services. Are you satisfied with the
product? What do other people who use the product say about it?
How can it be improved? There are many ways of improving a
product from the way it is made to the way it is packed and sold.
You can also improve the materials used in crafting the product.
Examine the present and future needs. Look and listen to what the
customers, institutions, and communities are missing in terms of
goods and services. Sometimes, these needs are already obvious
and identified right away.
Examine how the needs are being satisfied. Needs for the products
and services are referred to as market demand. To satisfy these
needs is to supply the products and services that meet the
demands of the market.
Examine the available resources. Observe what materials or skills
are available in abundance in your area. A business can be started
out of available raw materials by selling them in raw form and by
processing and manufacturing them into finished products.
Read magazines, news articles, and other publications on new
products and techniques or advances in technology. You can pick
up new business ideas from magazines such as Newsweek,
Reader’s Digest, Business Magazines, “Go Negosyo”, Know About
Business (KAB) materials, and Small-Industry Journal. The Internet
also serves as a library where you may browse and surf on possible
businesses. It will also guide you on how to put the right product in
the right place, at the right price, and at the right time.
BRANDING
Branding is a marketing practice of
7
creating a name, a symbol or design that
identifies and differentiates product or
services from the rest. It is also a promise
to your customers. It tells them what they
can expect from your product or service
and it differentiates your offerings from
other competitors.

Branding is one of the most important

aspects in any business. An effective
brand strategy gives you a major edge in
increasingly competitive markets.
A good product can:
deliver message clearly,
confirm credibility,
connect to target prospect,
motivate buyers, and
concretize user loyalty.
Here are simple tips to publicize your brand:

Develop a tagline. Write a statement that is meaningful,

impressive, and easy to remember to capture the essence
of your brand.
Design a logo. Create a logo symbolic of your business and
consistent with your tagline and displace it strategically.
Write a brand message. Select a key message to
communicate about your brand.
Sustain a brand quality. Deliver a promise of quality
through your brand.
Practice consistency. Be reliable and consistent to what
your brand means in your business.
 Q&A
What questions
do you have?