ABSTRACT
Failure to find market is the single most important reason for the failure of start-ups, and as such, is the most important function to be very effectively managed. The chapter deals with the product mix and policy and marketing strategies to succeed in a competitive marketplace, resorting to innovative as well as tactical approaches. Product pricing is a very important decision. The chapter discusses various pricing policies and decisions and portfolio analyses, resource allocation, and promotional and distribution strategies which are critical for product success. The chapter also addresses the marketing mix decisions under challenging business environments and a systematic approach to develop an effective brand marketing plan and implementation strategies.
