“Marketing” is not only advertising or promotion. Developing a strong brand and producing revenue while efficiently managing costs can only be achieved by properly mixing and executing the Four (or more) Ps of Marketing. Early-stage companies like Estrima are often “get the job done” environments where marketing management can significantly contribute to the growth of the company and propel it forward. As a marketer, you must focus on user experience, user feedback, understanding market needs, researching market trends, and identifying profitable opportunities. You are required to coordinate many activities around the product, integrating people, data and processes. These are just some of the tasks I am involved in at Estrima where I serve in an inter-disciplinary role, focused on maximizing business value from Birò. I drive product strategies and develop plans, focusing on positioning and differentiation, as well as test the product and launch new features to the market. Each activity requires creative thinking in order to continuously improve the vehicle and services as well as execute the company’s vision. In addition to Product, I am also in charge of Place and Price, the two other variables of marketing. I define brand guidelines for European distributors and co-manage pricing and product configurations in accordance with the company strategy. Finally, I oversee product naming and branding as well as external messaging, promoting the vehicle with press, customers and partners.
Below I selected a few pictures that exemplify these product activities.