Nearly 80% of new mass market product launches fail. (Nielsen 2014)
Innovation suggests a complex and uncertain environment in which conventional marketing methods are not suitable.
How to sell a solution
• that does not yet exist,
• in a market that is not known,
• for unknown customers
• and users who have not yet realized that they had a non or poorly satisfied need to date ?
Innovation marketing will seek to limit the risk to innovative entrepreneurs in framing the research and properly targeting the market. By accompanying the project during all its phases: from conception to monitoring the volume of sales, marketers complement the work of engineers with a market vision essential to the viability of the product. They build on a systemic approach to operational and prospective marketing .