BusinessExploration

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Note to the Reader: This eBook is free. You can duplicate it and share it it. You can download it at www.businessexploration.com. You can copy part of it, or reproduce part of it, quoting the author: Flavio Tosi and the web site: www.businessexploration.com. Business Exploration Roadmaps are copyrighted by Flavio Tosi Business Exploration. 2011 ing. Flavio Tosi Albo Ingg. Firenze #3581 Business Exploration all rights reserved. About the author: Flavio Tosi is a Business Consultant who helps entrepreneurs turn ideas into money, filling the gaps of competence, resources and methodology in marketing innovation. With more than 15 years experience in the h h tech equipment industry, Flavios work l f h span h h h high h d l k life has R&D design Engineering, Project Management, Business Process Reengineering, Strategic Marketing and Business Development. He holds an MBA from SDA Bocconi Milano, a Ms in Aeronautical Engineering from Politecnico di , g g Milano, is a certified Project Manager by IAFE School of ENI and a certified Six Sigma Black Belt and Green Belt by General Electric. You can find more about Flavio Tosi and his services on: www.businessexploration.com. b i l ti
ing.FlavioTosi Alboingg.Firenze#3581

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2009 all rights reserved freetobe distributed

ClassicMarketing Reloaded
There could be several theories from where to start a go-to-market plan. But 4Ps is the minimum starting point for industrial marketing. What I think has to be recognized, is that B2B marketing has as a main goal: how the reach Customers. (while B2C can focus more on how to appeal the Customer). Bearing this in mind, I have added few notes to the Classic Marketing frame: now re-loaded. Top Down Bottom Up

DEMAND ANALYSIS

OFFERING ANALYSIS

Check-out competition to define possible share

How market responds to Customer needs Product share - Sales sum-up

Qualify / quantify opportunities slots

Why Customer buys (and not: How Customer is)

SEGMENTATION

Understand Customer problems and goals

How much i it attractive H h is tt ti How easy is to penetrate

TARGETING

Prioritize Customers Customers contacts

y How we want to be reminded by the Customercompared to competition

POSITIONING

Differentiate offering from alternatives

PRODUCT
Benefit delivered Features attractiveness F t tt ti Attributes costs (competitive advantage)

PRICE
Value we want to extract t t (alternatives share of wallet)

PROMOTION
How the Customer is informed and i fl i f d d influenced d (promotion)

PLACE
How and where we deliver and we are d li d reachable (convenience) 2009 all rights reserved freetobe distributed

ing.FlavioTosi Alboingg.Firenze#3581

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