Set up new products and services

 

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.

Microsoft Dynamics Marketing lets you create new products and services, and define their attributes. You can also define product line positioning categories, and track product or service rating.

  1. On the View Products/Services page, choose the New button New button.

    Dynamics Marketing opens a blank Product/Service page.

  2. Enter the information as follows:

    Field

    Description

    Active

    Check the box to make the product or service active.

    Status

    Select a status from the pull-down menu.

    Code

    Enter the product or service code.

    Supplier ID

    Enter the supplier ID.

    Release Date

    Select the release date from the calendar pop-up menu.

    Name

    Enter the name of the product or service.

    If you enter the same name twice, Dynamics Marketing will display a warning.

    Description

    Enter a description of the product or service.

    Company

    Select the company that the product or service belongs to from the pull-down menu. If a default company has been set, the default company will be selected.

    More information: Company settings and configuration

    Division

    Select the division that the product or service is for from the pull-down menu.

    More information: Set up divisions and departments to reflect your organization

    Brand

    Select the brand the product or service belongs to.

    More information: Brand and product management

    Class

    Select a class the product or service belongs to.

    Type

    Select the product or service type.

    Sub Type

    Select the product or service sub type.  

  3. Choose Submit.

You define products and services in terms of their attributes and value proposition. 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.

  1. Choose the Attributes tab.

  2. To enter a new attribute choose the New button New button.

  3. Select an attribute category from the list.

  4. Enter the information.

  5. Choose Submit to save the information.

  1. Choose on an attribute from the list.

  2. Enter the information.

  3. Choose Submit to save the information.

Users can set up attribute categories 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.

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 product or service?" 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.

  1. Choose the positioning tab.

  2. Choose the New button New button.

  3. Select a positioning category from the list.

  4. Type in the information.

  5. 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.

Users can set up positioning 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.

The Ratings tab enables you to track product and service ratings. To view ratings, choose the Ratings tab.

  1. Choose the New button New button.

    Dynamics Marketing displays a new row.

  2. Enter the information.

  3. Choose Insert.

Every product and service 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, and 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, and broken down into tactics. To view product line strategy:

  1. Choose the Strategy tab.

  2. Choose the New button New button.

  3. Select a strategy category from the list.

  4. Type in the information.

  5. 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.

Users can set up strategy 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.

  1. Choose the Prices tab.

  2. Choose the New button New button.

    Dynamics Marketing displays a new row.

  3. Enter the information as follows:

    Field

    Description

    Description

    Enter the description or name of the price.

    Price

    Enter the price of the product.

    Cost

    Enter the cost of the product.

    Start Date

    Enter the start date for the product.

    End Date

    Enter the end date for the product.

  4. Choose Insert.

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