NEW PRODUCT DEVELOPMENT MARKETING STRATEGY Law Firm or Law Associate
Dec 19, 2014
NEW PRODUCT DEVELOPMENT MARKETING STRATEGY
Law Firm or Law Associate
Universally accepted Stages :---------
Generating New Product Ideas. Idea Screening. Concept Development and Testing. Actual Product Development. Market Test. Commercialization.
New Product Idea :---------- Mainly in field of law we have law
firms, lpo’s, legal client advising agencies, Counsels, Law Associates, Legal Aid Offices, and Ngo’s. who provide their professional Service in field of Law.
But here new Idea is to Open “ Law Office “ Which will cover each and every thing above mentioned either directly or indirectly and also open to all area of service of Law.
Brief of Legal Profession :- It was and is a noble Profession. It wasn’t but now is one of the most
profitable profession. Earlier Perception of Advocates – to
consider law as land of farmers and them selves as farmers. No professionalism was there.
But Recent Scenario _ “Money” Recent approach is justified as first
objective of our nation is reducing Poverty.
Brief of Legal Profession:- Are we able to Justify our work for
the nation’s Development by not having money approach ?????????
And there Is nothing morally or ethically wrong to have money approach if we are “Ethical”.
If We Lawyers don’t have money approach the result _ Just Imagine ????
Law Lag Gaye !!!!!!!!
Screening Idea
Before doing any business we have to abide by Its Threshholds :-
1. Bar Council of India’s Norms. 2. Abide by The Advocates Act,
1961 , whereby, A. Duty towards court. B. Duty towards Client. C. Duty towards Opposite Party and
fellow Advocates
Screening Idea
Abide by Supreme court rules act. Abide by Contempt of court rules act. Over and above most imp. 1. Can’t Advertise. 2. What ever we say in public should be
informative only. 3. we can’t wear Advocate’s Uniform outside
court. 4. We can’t have our web sites. 5. Out contact card or front board should not be
temptating. But most important of all no ban on marketing.
Exactly What is Marketing ?? Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)
- American Marketing Association.No where Word Advertisement is used and
marketing termed as advertisement is Traditional approach.
So, we can market law office.
Concept Development :___---- What a Advocate is Surrounded by in actual
life ????? 1. Personal Needs. 2.Perception of Clients and courts . 3. Need of Our Service. 4. Past Experience. 5. Mouth to Mouth communication. 6. Expected Service. 7. Delivery of Service and comparison with all
factors. 8. External Communication.
Pre condition
For any Law service whether for consideration or not there is a need of Advocate.
Generally, all the forms as previously mentioned are started by Advocates or supported by advocates.
So, What Advocate is surrounded with the New concept of Law office is surrounded with.
How to pop up with enviornment ? 1. Personal Needs – Have faith in felling
“Baccha kabil bano, kabil ... kamyabi to sali jhak maar ke peeche bhagegi”- by Baba Ranchoddas .
But keep targets to be kabil . Targets should be such that personal
needs along with quality enhancement of Persona is done. Here Personal needs should include all i.e. Personal expenses and Office expenses.
2. Perception
Young Advocate - dosen’t have work , always ready to be cleark, Bol ne ka Kabhi Paisa Hota Hai ???
In Short “ Those who have White hairs is expert and those who have black hair abhi toh Baccha hai !!! So, in order to beat this perception at initial stage of our law office , We need to be1. Accountable,2. Approachable,3. Friendly,4. Reasonable in Fee Structure. It is advisable that to have personal needs
first satisfied as our 1st surrounding element suggests and then remove perception.
Also, consider Fellow Advocates as friends as “ Talented Advocate’s Clients are Advocates’ “
3. At Initial stage of “ law office” What is the Need of our service.? Just “ Kam Chalau Work “ But if we need extra ordinary result and here
we want it so we will simply provide extra then ordinary to clients.
So, we will at the Initial stage have approach to give clients service i.e.
Law office = “ Kam Chalu + Bada Kam ki Chiz”
This will drag that client permanently to our office and will create Brand Equity.
4. Mouth to Mouth Publicity of “ Law Office ” We have only means of Advertising
i.e. Mouth to mouth publicity. It is not banned and can never be banned.
Generally what people say, What they think
So, we will create such an impression that even our clients, judges, Fellow Advocates ,law firms, lpo’s , ngo’s etc will think of us i.e. Law office to be best and Calibrus.
5. Be Trustworthy and the one who brings justice ???? It is here a question mark. Being Trustworthy is difficult unless
judgment is delivered, As we don’t know whether our party is right or not .
How do we bring Justice ? Simple, try to resolve dispute from
the root itself without intervention of court.
6. Expected Service
Our law office will work in such a manner that each and every case will be solved and better managed and taken care by this office from drafting till judgment’s enforcement.
Also , feeling of All rounder should be developed and that will be developed only after some time of consistent successful results which we need to bring.
7. Delivery of Service and Self Evaluation in comparison of competitors. Delivery of Service to the best of we
can and we will. Comparison of success rate of our
competitors than us . This comparison is here our Market
Research.
8. External Communication Always Be in Eyes of people. But as reputed . Be always Available. Be example of Brand . Be Innovative in every form of
communication. Always have feeling of giantness.
Here is now the stage of Testing ????????? After 4-5 years of practice of “law office” certain
question’s need to be answered:- 1. How many and of which area cases do we get ? 2. Are our clients Satisfied by our service ? 3. What dose judges feel about our “law office” ‘s
Counsels ? And Law office in general ? 4.What kind of cases do we get? 5. How much Financial Target we are able to achieve? 6. Which Qualities a best counsel or law firm or lpo or
ngo requires is lacunae in us ? 7. Which Area we are not able to practice ?The Statistics of all this questions will serve the efficiency
level of ours to be judged and developed.
Actual Product Development When any of law firm or lpo or ngo or
counseling office’s are set up they restrict their area to some areas of practice which is negative approach and restricting efficiency.
We should be ever ready for our “ law office’s “ work in which ever direction/ specialty it may be as nothing is impossible .
Our Market Target will be all the areas and avenues . As we feel “ Law is sea and law office is titanic”
But don’t let it degrade in any field.
Commercialization
1. Internal “ Law Office” Enviornment. Have due regard to “ approachable to
all “ and our law office will have view that “ A Common man to the M.D. of Reliance Industries ltd. Should feel to have service of our legal efficiency.”
We will adopt principle of Delegation and Accountability . Which will not only create better and efficient service , but also boost morale of our associates.
Commercialization
We will Develop new means of communication like call center and Toll free no. facility.
We Will have most important of all Video Conferencing facility.
We will have Effective Daily Board management System.
Keep clients updated with their case and new means of their case’s remedy.
Better ADRS so Better Brand Equity. Training and interactive sessions with experts
of law to our employees for our ” Quality Enhancement Service “
Commercialization
2. External “ Law Office “Environment . We will be always humble to courts in our
submissions. We will have good reputation with judges and
clients of both the sides. Approach to Mass Publicity. We will always be best partner and volunteer for
Maha-lokadalats, Legal aid camps.etc. Will File Genuine PIL. Will work for free for true society worker’s and
honest NGO’s . Will have Best Infrastructure.
But also
Importance of place
Easy approachable by clients. Easy to be cited in eyes of our target
i.e all. Our distribution channel of work is
not only physical but also online. Also do camps and seminars for legal
literacy to common public in place where we can drag more and more clients and also will serve new information.
Analysis
These are some way how we will develop new product and launch new concept of “ Law office “
But we will always be “ Knowledgeable” “ Innovative”, “ Branded” , “ Accountable” and above all “ Honest and Trust worthy”
Will end up this words :-
“ Sitaron ko chuna Easy nahi,
Time kitna lagna Pakka nahi ,
Success na milna possible hi nahi !!!
Thank You !!!!!!!!!!!
- Monal Chaglani