MARKETING OBJECTIVES OF THE COMPANY Gaining market leadership is the main objective of business. To earn a niche in the market, innovation is the key factor. Innovation can be in product, advertising, distribution, finance or any other field. In the technological environment, the product or service remains the same and the method of performing the function is always new. The technological environment also includes the research basis of decisions. Research identifies consumer needs and provides information for goal setting and planning of the entire marketing effort. One of the ways product innovation can be stimulated is by creating a research and development department in the company. Research and development is now targeting the areas of information technology, energy sales, materials science and laser technology. Rapid technological changes also create problems for businesses as they quickly make systems and products obsolete. The technological matrix of the product market today has a much shorter life than in the past. A form unable to cope with technological changes may not survive. Seven Ideas of Innovation • See the future through the eyes of the customer • Intellectual property and brand power are key assets • Use digital technology to create tools for customers • Building a championship team • Innovation is a state of 'mind• Speed ​​is key, so push your organization• Collaborate if you're not the bestCharacteristics of an innovation• Relative advantage• Compatibility• Complexity• Divisibility• CommunicabilityThe P&G company also has research and development departments, which meet the changing customer needs by developing new products or modifying old ones. New Product Categories The ...... middle of the paper ...... tition)• Brand Concept4. Concept testing • Communicability and credibility • Level of need • Level of gap • Perceived value • Purchase intention • Target users, purchase occasions, purchase frequency5. Marketing Strategy • Target market size, structure and behavior • Price, distribution and promotion planned for the first year • Long-term sales and profit objectives and marketing mix strategy over time6. Market Testing • Sales Wave Research • Simulated Test Marketing • Controlled Test Marketing • Test Markets7. Test Market Decisions• How many cities to test?• Which cities?• Duration of the test?• What information to collect?• What actions to take?This involves two important decisions that are related to the entire market versus the selected segment and the breakdown versus at the launch introduction. These decisions are vitally important as they involve very massive investments and efforts.