Dr.

Johns Products

Sales Strategy
Shelf Space is Everything !
Customer demand
Brand
Margin

Maximize Product Volume / M

What about ICT Business???

Product Extension
SpinBrush Kids
Followed by
- SpinBrush Pro: Clean, Withening, Rechargable
- SpinBrush MultiAngle
- SpingBrush Slim
- Replacement Heads
- Etc

Takeaways for ICT

The Business of Business
Identify buyer(s).
Do what they need or fear
but cant do themselves. (strategic fit vs. buyer portfolio,
product vs. capabilities)
Build on the key success factors (product strategy).
Minimal team Maximum impact.
Everybody makes money!
Trojan horse?

Exit P > Value Sell on dreams!

Design away the risks!

Analysis
Strengths
-New technology
- Well designed
- Affordability
- User Friendliness
- No direct competition

Weaknesses
Limited resources
No customers up till now
A new small company without any track record.
More functionalities required
Infrastructure needed especially for after sale services

Opportunities
big market
Ability to change the trends.

Threats
Alternatives such as the internet recourses.
limited resources in terms of funding

Dynamic positioning across the life cycle

Pragmatists
Stick with the herd!

Conservatives
Move only when necessary!

Visionaries
Move ahead of the herd!

Skeptics
No way!

Techies
Try it!

Innovators

Early
Early Majority Late Majority Laggards
Adopters

Pragmatists
Pragmatistscast
castthe
thedeciding
decidingvote!
vote!
Chasm applies for discontinuous innovations

Market Development Model

Main Street
Tornado
Total
Assimilation

Early
Market
Chasm
Bowling
Alley

Target Customer
Economic Buyers
Financial
Executive

LOB
Executive

Business-to-business
model supports up to
six roles

Department
Manager

Consumer markets fuse

these roles into three or
fewer

Technology
Evaluator

Lead
End Users

Purchase influence
migrates over the the
life cycle

Technical Buyers

End Users

IT
Director

The new marketing communications model:

N-Way, Dynamic Communication

Users = Buyers + Wearers

+ Admirers

What Paths
of
Reference?

Partners

Current Customers
Customer Support
Sales/Marketing

Company
Execs
Adapted from
McKenna, Regis
(1985) The Regis
Touch

Path of
Referencing

Path of
Referencing

Customers Customers Customers

(Influencers) Customers Customers (Executives)
(Gatekeepers) Customers (Executives)
Brand Arsonists
Interest Groups (Industry) Analysts (Financial)
Brand Advocates
(Trade) Press/Media (Consumer)
Competitors
Bloggers
Governments
Industry Standards Organizations

What Paths
of
Influence?

Word-of-Mouth Has Connected Power

Traditional Marketing (Direct)

Buzz Marketing

captures the attention of consumers and the

media to the point where talking about your
brand or company becomes entertaining,
fascinating, and newsworthy.
Source: Buzzmarketing

Consumers - 6 Buttons

6 tried and true things we talk about:

the unusual
the outrageous
the taboo (sex, lies, etc)
the hilarious
the remarkable
- Secrets
What we talk about is rooted in emotion (gasp,
surprise, thrill, laughter, & you gotta be kidding).

Source: Buzzmarketing