Uff, big topic
!
I did marketing/product marketing/program marketing for Medtronic...and even tho it was for implantable pacemakers and defibs, the same principles apply.
Now, you are talking about "marketing" right? As in, how to sell it to your audience? Some of the first things to do is to identify your audience and what need(s) the product is fulfilling, and whether the market is saturated. If it is fairly saturated, you have to differentiate your product in a meaningful way to your audience.
Once you get some of that nailed down....you need to develop a positioning statement; from there, a tag line. You also have to do BRAND marketing..if you're planning on doing more than one product. Product marking and Brand mktg are totally different.
You need to get a pencil/paper, or white board, or whatevs and brainstorm brainstorm brainstorm...and don't work in a vacuum, you have to run it by other people to see if it's meaningful etcetera.
This is a fairly good chart about the process of marketing:
Segmenting and positioning - Wikipedia, the free encyclopedia
So, a tag line is like: Walmart - Always Low Prices --or-- Altoids: Curiously Strong Mints
This is process for developing a positioning statement:
For [target end user]
Who wants/needs [compelling reason to buy]
The [product name] is a [product category]
That provides [key benefit].
Unlike [main competitor],
The [product name] [key differentiation]