For a diagnostic software company, a series of surveys including the positioning and research was conducted. What came up showed the public felt diagnostic software was “complex’ and what they really wanted was a “a tool” for them to use on the internet. We came up with the WinProbe packaging based upon the research. It was a red tool kit with a black handle, easy to pull off the shelf, and very familiar to the public. This packaging won 7th place at Marcom for packaging which was out of hundreds submitted. It was very successfully marketed so that the company itself was successfully bought by Quarterdeck.
These are just a few of the stories of client success using standard research and marketing actions.
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