Professional Documents
Culture Documents
Great!
Wheres the market?
Vinod Harith
Founder and Director
CMO Axis Marketing Outsourcing
www.cmoaxis.com
Introductions
Name
Title
Company
Product or service
Key marketing challenge
What is go-to-market?
SIVA model
Blue Ocean strategy
Core and extended product
Market research?
Remember, next time you
have a gut feel, it could just
be your ulcer!
Industry media
o Competitors
o VCs
Definition
Market Segmentation:
Demographic segmentation
Industry, company size, location
Operating variables
Technology, usage status, customer capabilities
Purchasing approaches
Situational factors
Urgency, specific application, size of order
Personal characteristics
Buyer-seller similarity, attitudes toward risk, loyalty
Geographic segmentation
Economic factors
Location or region
Cultural factors
Measurable
Accessible
Differentiable
Substantial
Respond differently
Actionable
Sample Segmentation
Small Cars
Santro, Alto
Getz
Sedans
Verna,
Esteem
SUVs,
MUVs
Scorpio,
Safari
Innova
Endeavor,
Pajero
Segment
Value buyer
Lifestyle
Buyer
Niche Buyer
BMW, Benz,
Toyota
Target Marketing
Target
Market
Consists
Target Marketing
Evaluating
Market Segments
Segment
Level of competition
Substitute products
Power of buyers
Powerful suppliers
Company
Target Marketing
Selecting Target Market Segments
Undifferentiated (mass) marketing
Differentiated (segmented) marketing
Concentrated (niche) marketing
Micromarketing (local or individual)
Company
Company
Shampoo
Shampoo
Company
include:
resources
The degree of product variability
Products life-cycle stage
Market variability
Competitors marketing strategies
Positioning
Positioning
The
Differentiators
Identifying
possible
competitive
advantages
Products
Services
Channels
People
Image
Competitive Advantage
Value Proposition
Choosing
a
positioning strategy
Alliance
marketing
Technology
GTM
partnerships
Align
Sales vs Marketing
Sales
Individual influence on buyer
Knows the customer and their
specific pain points
Initiates, manages and closes
the sale
Funnels ground knowledge of
customer needs, competitor
offerings to help marketing in
better product management
and value articulation
Marketing
Collective influence on the
buyer segment
Knows the customer segment,
their ecoystem of influence
and what their collective pain
points are
Reduces time and cost of sale
through effective product/
service differentiation and
value articulation
Helps command a price
premium through effective
brand management
Marketing Channels
Demand generation, industry events
Promotions, Brand programs
Direct marketing
Advocates
Alliance Marketing, Awards and
Rankings, Industry associations
Social Channels
Advisory Boards, Customer council and forums,
Employee branding, Blogs, Facebook
Thought Leadership
White papers, Points of view,
Speaking opps, research,
academic partnerships
Analysts
Blogs
Media/
Journalists
Forums/ Associations
ITIM conference
Aberdeen Group
Datamation
Informationweek
ITIM Association
IT EXPO
AMR Research
Techrepublic
Computer world
Butler Group
It Toolbox
Network world
PacRim
Datamonitor
Gartner
CIO
Gartner symposium
EMA
ITIM blog
TechTarget
Forrester
techtarget
Silicon
Gartner
Forrester
Ovum
Yankee
IDC
Thought Leadership
Dissemination
Distribution of papers, PPTs, webinars
and podcasts though paid and unpaid channels
1/3rd of organizations
dont have a thought
leadership strategy and
another 1/3rd dont
communicate it
Thought Leadership
Repurposing
Convert the content into webinars,
Podcasts, speaking opps, etc
Launch, building
partnerships/
channels, free trials,
offers
Customer loyalty,
referral marketing, PR,
communities/ user
groups, initiate
corporate branding
Move from product to
company branding,
price wars, mover
customers to new
product lines
The
family soap
Pepsi drink for Gen-Y
The
The
vs Pro-biotic
the ecosystem
Zero-cost Tools
Blogs
Communities/ forums
Industry associations
Analysts, influencers
Speaking opportunities
Awards/ rankings
Targeted low cost marketing
Alliance marketing
Co-marketing
Pay-for-performance marketing tools
Go-to-market checklist
Case study
Risk
Management Product
Ecosystem
Thank You
vinod.harith@cmoaxis.com
http://cmoaxis.blogspot.com