Create a product line

 

Updated: November 1, 2016

Applies To: Dynamics Marketing

System_CAPS_importantImportant

Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

You need to track all the marketing efforts that you do for each product and service, for groups of products and services, which are also known as product lines and product categories, and for entire brands. You can quickly create product lines by using Microsoft Dynamics Marketing

Attributes

Define Product lines in terms of their attributes, their value proposition. The attributes are the statements that result from translating the strategic values into specific statements on the benefits that drive the buying decision.  Attributes gives customers reasons to seek the category. An effective set of attributes is based on insights into customer needs and behavior; it adds a customer-led trajectory to category strategy

Positioning and Category Management

The next element in Product and service marketing consists of two decisions: one concerning target segments, the other differentiation. Together, they define positioning. Segment definition identifies customers for whom the attributes are most relevant and whose wishes are best addressed by the value proposition. The second element of positioning attempts to answer the question: "Why this category" Unlike attributes, which are focused on customer benefits, differentiation is about how a category is different. Attributes and positioning constitute the two strategic elements of successful Product and service marketing. They set in place clear guidelines for management implementation; actions that consistently convey the values through the use of media, promotions and customer interaction.  

Strategy

Every Product line needs to be based on strategic values that are permanent, purposeful and fundamental to its long term success. The strategic values give depth of meaning, in so doing, provide a direction. The strategy can be thought of as the genetic code for everything that might relate to the Product not just its communication. Category strategies are displayed, broken down into tactics.

To view and manage your product lines, go to Settings > Products > Product Lines. This opens the Product Lines list page, which provides many of the standard controls for searching, filtering and sorting the list, plus a toolbar with buttons for creating, copying, deleting and more. See Learn how to work and get around in Microsoft Dynamics Marketing for details about these common operations.

  1. Under Settings choose Products.

  2. Under Products, choose Product lines.

  3. On the View Product Lines page, choose the New button New button.

    Microsoft Dynamics Marketing opens a blank Product line page.

  4. Enter the information.

  5. Choose Submit.

    Field

    Description

    Active

    Check the box to make the Product line active. (Optional)

    Name

    Enter the name of the Product line. Required. If you enter the same name twice, Microsoft Dynamics Marketing will display a warning.

    Company

    Select the company that this Product line is for from the pull-down menu. If a default company has been set, the default company will be selected .Required.

    To add a new value to the pull down menu, More information: Company settings and configuration

    Division

    Select the division that this Product line is for from the pull-down menu. (Optional)

    To add a new value to the pull down menu, More information: Set up divisions and departments to reflect your organization

    Description

    Enter a description of the Product line. (Optional)

    Type

    Select the category type this Product category belongs to. (Optional)

  • Choose the Attributes tab.

  1. Choose the New button New button.

  2. Select an attribute category from the list.

  3. Type in the information.

  4. Choose Submit to save the information.

  1. Choose an attribute from the list.

  2. Type in the information.

  3. Choose Submit to save the information.

Setup the attribute categories – the attributes that appear in the pull-down menus:

  1. Under Settings, choose Business Administration.

  2. Open the Categories folder.

  3. Select the Product Line Attributes category from the pull-down menu.

  • Choose the Positioning tab.

  1. Choose the New button New button.

  2. Select a positioning category from the list.

  3. Type in the information.

  4. Choose Submit to save the information.

  1. Choose a positioning statement from the list.

  2. Type in the information.

  3. Choose Submit to save the information.

Setup the positioning statement categories – the categories that appear in the pull-down menus:

  1. Under Settings, choose Business Administration.

  2. Open the Categories folder.

  3. Select the Product Line Positioning category from the pull-down menu.

  • Choose the Strategy tab.

  1. Choose the New button New button.

  2. Select a strategy from the list.

  3. Type in the information.

  4. Choose Submit to save the information.

  1. Choose a strategy from the list.

  2. Type in the information.

  3. Choose Submit to save the information.

Setup the strategy categories – the categories that appear in the pull-down menus:

  1. Under Settings, choose Business Administration.

  2. Open the Categories folder.

  3. Select the product line strategy category from the pull-down menu.

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