Product strategy


What are the drivers of a good product strategy for us and what contribution can we at Dorten make for you? For us, product strategy represents the heart of a comprehensive plan that outlines the long-term goals and directions for developing and marketing a product or product line.

It forms the basis for decisions and actions aimed at optimally positioning the product in the market, maximizing its value and meeting the requirements of the target group. Essentially, product strategy defines the strategic direction in which a company wants to shape and position its product portfolio to achieve sustainable growth and competitive advantages.
For us, a typical product strategy includes the following elementary components:

  1. Market Analysis: An in-depth exploration of the market that includes an in-depth analysis of customer needs, the competitive environment, emerging trends, and potential opportunities and challenges.
Target group identification: The precise determination of the target groups for which the product is designed, taking into account their needs, preferences and behavior patterns.

  2. Product Positioning: Clearly defining the product’s unique features and value proposition to achieve differentiated positioning in the market and ensure outstanding differentiation from competitors.

  3. Function and feature development: The strategic planning and prioritization of functions, properties and performance characteristics of the product in order to meet the needs of the target group and provide sustainable added value.

  4. Pricing Strategy: Determining appropriate pricing for the product based on in-depth market analysis, competitive factors and customer perception of value.

  5. Marketing strategy: The development of comprehensive marketing and sales strategies to successfully introduce, promote and distribute the product. This includes advertising, social media campaigns, PR activities, distribution channels and much more.

  6. Lifecycle Management: The strategic planning and direction along the entire lifecycle of the product, including the phases of introduction, growth, maturity, and possibly decline or replacement with new products.

For us, an effective product strategy takes into account the complexity of the market, the differentiated needs of customers, the company’s core competencies as well as the long-term objectives and visions. It serves as a guide for decision-making and alignment of all activities related to the product to ensure successful positioning and value generation.

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