Commercialization Toolkit

6.0 Marketing

Even people who sell the best products and services will struggle to succeed if the target population is unaware of the products or does not understand how they will benefit their lives. Illustrating the value of your product or service and making it desirable is the role of marketing. This module will provide an outline to assist small- and medium-sized enterprises and social enterprises in developing the appropriate messages that are targeted to the right audience for your product or service. It will also propose a framework for creating marketing and promotional assets and provide examples of the various forms these may take.

While this module is designed to stand alone, users should reference the landscape module when initially identifying the target market and determining their buying habits.