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Marketing

Product Strategy and Management

The inherently interdisciplinary nature of developing high technology products often requires a high level of collaboration between scientists, engineers, and marketers across the fields, for example, of chemistry, optics, biology, mechanics, and material science.  Moreover, product development teams are competing for first-to-market benefits that are driven by intellectual property life times and often insuring an installed base quickly to realize recurring consumable or licensing revenue. Concurrently, they are faced with regulatory compliance. Competitive advantage can be achieved by adhering to formal product life cycle process where product specifications, market requirements and design elements are communicated effectively and in compliance across the multiple technical disciplines. 

Regardless of a company's size, a formal product life cycle process is a workhorse in de-risking engineering and market uncertainties inherent to high technology products.  Furthermore, it can significantly increase the valuation of a company as well as facilitate the due diligence process at the time of sale.  CERES works with its clients' engineering program and product marketing management to design and execute product life cycle processes.  It focuses on photonics technologies where it can readily understand technology and supply chain risks fundamental to its clients' products.

  • Product definition and customer requirements
  • Market analysis
  • Competitive positioning
  • Cost and profitability forecast
  • Proforma revenue forecasts

Pricing

Setting and managing prices are at the core of revenue growth regardless of where the product is in its life cycle.  Uniquely, CERES can deliver effective pricing strategies that realize the value of the disruptive effects that our clients' photonics technology platforms can have on the vertical market segments it knows well.

  • Product and market strategy
  • Competitive product positioning and benchmarking
  • Price setting
  • Market sizing and due diligence 

Marketing Communications

CERES develops and executes elements of marketing communications plans. It partners with Avery Design Solutions, a premiere provider of graphics design, branding and technology solutions.