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Entrepreneur Training: Marketing Module

Entrepreneur Training: Marketing Module. Agenda. Introduction and credentials Goal Marketing framework Positioning Product Price Place Promotion Workshop Your examples Close. INTRODUCTIONS. Credentials. Who is LGE Execs?

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Entrepreneur Training: Marketing Module

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  1. Entrepreneur Training: Marketing Module

  2. Agenda • Introduction and credentials • Goal • Marketing framework • Positioning • Product • Price • Place • Promotion • Workshop • Your examples • Close

  3. INTRODUCTIONS

  4. Credentials • Who is LGE Execs? • Growing five year old group of 120 former senior executives, from multiple functions, multiple verticals, in US and Europe • Available to help run companies, functions, initiatives • We are the Anti-Consultants • We have Supply, Demand, Finance, and Talent practices • Who am I? • First 11 years in Consumer Products – foundation in marketing • VP Marketing for BellSouth’s SMB division • Director/VP Marketing and then VP/GM for Dell’s $4B SMB division • Repositioned startup, sold to Cisco • Started marketing practice, merged with LGE in January, 2007

  5. THE FUNDAMENTALS STILL APPLY!

  6. A Tried and True Foundation LGE Execs P5 FrameworkTM Product Price Place Promotion Positioning

  7. Example Case Studies

  8. Positioning: Create sustainable competitive advantage

  9. What You Need to Do Deliverables for Positioning: • Understand current and future strengths, weaknesses, opportunities and threats, compare versus leading competitors • Research market through primary and secondary means • Interview key execs, employees, customers, and partners • Develop a strategic positioning segmentation or framework that leverages client’s best attributes against competition to maximize appeal to the target.

  10. Product: Create superior solutions to target’s problems

  11. What You Need to Do Deliverables for Product: • Understand competitive business models and offerings, and analyze strengths and weaknesses. • Document and prioritize current and future end user and/or partner needs. • Assess viability of current offerings to address these specific needs. • Develop strategic roadmap based on current and changing needs. 

  12. Price: Optimize Revenue and/or profit

  13. What You Need to Do Deliverables for Price: • Analyze pricing, revenue, margin, and unit velocity data to develop pricing model and elasticity curves. • Validate thinking with sales and customers (as appropriate). • Create and make recommendations on various pricing scenarios based on these issues. • Recommend and transition tactics, as needed. • Understand competitive business models and offerings

  14. Place: Maximize opportunities for target to buy

  15. What You Need to Do Deliverables for Place: • Research and analyze the current category distribution structure to create a channel map. • Identify potential gaps and opportunities. • Provide informed recommendation on distribution strategies, based on the tradeoffs of status quo, costs, feasibility, and risks to changing approach. • Alternately, develop a full potential plan for existing channel strategy. • Create and execute an end-to-end plan for managing the channel for success. 

  16. Promotion: Generate Cycle of Awareness, Trial, Repeat, Referral

  17. What You Need to Do Deliverables for Promotion: • Assess, quantify and prioritize assortment of programs for awareness, trial, repeat and referral. • Create various spending plans based on budget parameters that include estimated revenues and profitability results. • Create the demand generation model that can be used to manage tactics and expenses to project and manage ROI. • Create the sales model that can be used to manage the sales and/or channel team, its expenses, and the sales funnel, pipeline and forecast.

  18. WORKSHOP

  19. Workshop Notes: Example One • Positioning • Target • Competitive Set • Point of Difference • For [target] with [problem], [your company] is the best choice among [competitive set] because of [point of difference.]

  20. Workshop Notes: Example Two

  21. Workshop Notes: Example Three

  22. BACKUPS

  23. Alignment Development Delivery LGE Execs Supply LifecycleTM Service Business plan Offering roadmap Supply chain Service roadmap Business Focus Differentiation strategy Architecture, schedule, process Sourcing, manufacturing, distribution Warranty, maintenance, value-added services Specific Areas Differentiation or parity Cost, reliability, predictability Cost, flexibility, cash usage Cost, revenue, cash usage Alignment of supply strategies Provide development processes that minimize complexity and cost while delivering offerings on schedule Provide lowest cost supply chain that meets market flexibility demands, with lowest possible working capital Provide service solutions that meet customer loyalty needs, generate new revenue, with minimum cost and working capital Issues Addressed Analysis to optimize plan and tactics Analysis, interim leadership or project resources to accelerate development Analysis, interim leadership or project resources to ensure optimal service Analysis, interim leadership or project resources to speed delivery Objective LGE Offering

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