Lang & Derfer Associates, Llc

Lang & Derfer Associates is business consultancy specializing in marketing strategy and execution. We help clients conceptualize, design, brand, position, price, place and promote their products and services in validated markets. In other words, we successfully commercialize. Unlike many “marketing” agencies that focus primarily on promotion (advertising, public relations, sales collateral, digital and social media), Lang & Derfer Associates concentrate on all dimensions of marketing. While promotion is an essential pillar of the marketing mix, many companies travel too far down the product commercialization path before they have adequately assessed and validated the market opportunity. We help companies build their corporate or product marketing strategies on the foundation of a reliable marketplace opportunity assessment that articulates the business risk and potential gain. Elements include- Competitive Analysis - End-user Research - Value Chain Research - Executive and management interviews - Investment Analysis If the client organization decides to pursue a validated market opportunity, we help the client create a commercialization plan that will maximize the probability of commercial success. This includes- Product Development - Product Placement/Distribution Plan - Price Strategy - Promotion Plan - Sales Training - Market Launch - Effectiveness Analytics and ROI