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LAMP Marketing Class. Carlton C. O’Neal Principal Aspiration Marketing. Who Invented Marketing? When Did It Happen? Why Did It Happen?. Section I. Marketing Overview— T he 4 P’s (30 Minutes; 1:00-1:30). Product -Being Market Driven Price -Maximizing Revenues, Profits

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lamp marketing class

LAMP Marketing Class

Carlton C. O’Neal

Principal

Aspiration Marketing

section i marketing overview t he 4 p s 30 minutes 1 00 1 30
Section I. Marketing Overview—The 4 P’s (30 Minutes; 1:00-1:30)

Product-Being Market Driven

Price-Maximizing Revenues, Profits

Promotion-Getting the Word Out

Place-Leveraging Other Companies

1 product being market driven
1. Product—Being Market Driven
  • Marketing Doctrine (Tenets of Product)
    • Benefits, Features, Functions (Pen Example)
      • Address Market Discontinuity--Unserved or Underserved Market (Technological Innovation?)
    • Competitor Analysis
      • Detail Products of Existing Market Participants
      • Identify Alternatives Including ‘Do Nothing’
    • Market Segmentation
      • Map Customers with Common Requirements
      • Marketing Mix for Each Segment
    • Product Roadmap with Minimum Feature Set
1 product being market driven where does each logo go map your own co
1. Product—Being Market DrivenWhere does each Logo go?; Map your own Co

Market Driven

Customer

Driven

Technology Driven

2 price maximizing revs profits
2. Price—Maximizing Revs, Profits
  • Marketing Doctrine (Tenets of Price)
    • Strategy, Structure, Price
      • Competitor Analysis, Positioning
      • Price Elasticity of Demand
        • Market vs Cost Based Pricing
      • Competing on Price
    • Channels vs Direct
    • Discounting, 1st/2nd Degree Price Discrimination
      • Morning Coffee Example
2 price maximizing revs profits where does each logo go map your own co
2. Price—Maximizing Revs, Profits Where does each Logo go?; Map your own Co

Max Revs, Profits

Revenues

Profits

3 promotion getting the word out
3. Promotion—Getting the Word Out
  • Marketing Doctrine (Tenets of Promotion)
    • Branding/Packaging
    • Advertising
    • Public/Media Relations
    • Tradeshows/Conferences
    • Giveaways
    • Loyalty Programs
    • Competitor Benchmarking, Industry Norms
      • Follow?
3 promotion getting the word out where does each logo go map your own co
3. Promotion—Getting the Word Out Where does each Logo go?; Map your own Co

Best Strategies, Execution

4 place leveraging other companies
4. Place—Leveraging Other Companies
  • Marketing Doctrine (Tenets of Place)
    • OEMs
    • Distributors (Credit, Inventory)
    • VARs (Value Added Services, Combined Products, Systems Integration)
    • Retailers
    • Competitor Benchmarking, Industry Norms
      • Follow?
4 place leveraging other companies where does each logo go map your own co
4. Place—Leveraging Other CompaniesWhere does each Logo go?; Map your own Co

OEMs/Distributors

Direct

Retailers

overview summary conclusions
Overview—Summary, Conclusions

Product-Being Market Driven

Price-Maximizing Revenues, Profits

Promotion-Getting the Word Out

Place-Leveraging Other Companies

section ii right product right place right time 60 minutes 1 30 2 30
Section II. Right Product, Right Place, Right Time (60 Minutes; 1:30-2:30)
  • Introduction
  • Discussion of HBS Case: Crafting Winning Strategies in a Mature Market: The U.S. Wine Industry in 2001
    • Current State of the Market
      • Competitors
      • Customers/Segments
      • Distribution Channels
    • Best Strategy/Marketing Mix to Enter It (or Not!)
      • Product, Price, Promotion, Place
section ii wine industry part a
Section II. Wine Industry Part A

Describe the Current Industry. How Attractive is It?

Should a Company Enter? With What Strategy?

What Should Current Companies do in this Market?

section ii should we enter mkt
Section II. Should We Enter Mkt?

Describe the Current Industry. How Attractive is It?

Should a Company Enter? With What Strategy?

What Should Current Companies do in this Market?

section ii incumbent strategy
Section II. Incumbent Strategy

Describe the Current Industry. How Attractive is It?

Should a Company Enter? With What Strategy?

What Should Current Companies do in this Market?

section ii final questions
Section II. Final Questions
  • What would be your positioningvs competition?
    • Can you simultaneously de-position them?
  • How would you grow sales (demand for sales)?
    • If you start at the high end as a niche player?
    • What if you are a large incumbent?
  • How would you reconstruct the industry?
    • Breaking the tension between features/cost?
break
Break

2:30-2:40

section iii positioning competitive analysis and differentiation 60 mins 2 40 3 40
Section III. Positioning: Competitive Analysis and Differentiation(60 Mins; 2:40-3:40)
  • Introduction
  • Discussion of HBS Case: Crafting Winning Strategies in a Mature Market: The U.S. Wine Industry in 2001
    • Current Elements of Industry Competition
    • Casella’s Reconstruction of the Industry
      • Apply the Four Actions Framework (ERRC)
    • Competitive Response
    • Applying the Concepts to Technology Companies
section iii wine industry part b
Section III. Wine Industry-Part B
  • What are the Current Elements of Industry Competition?
    • Product, Price, Promotion, Place
  • How Long has the Industry Competed on These?
section iii questions
Section III. Questions
  • How can Casella Reconstruct the Industry to Unlock Noncustomers?
  • How can they Implement their Marketing Strategy?
    • What can they Eliminate?
    • What canthey Reduce?
    • What can they Raise?
    • What can they Create?
section iii applying to technology cos
Section III. Applying to Technology Cos
  • How Might These ConceptsApply to (your) Technology Companies?
    • Market/Industry Analysis
    • Current Elements of Competition
      • Differentiation-Price Tension
    • Reconstructing the Industry
      • Eliminate, Reduce, Raise, Create
break1
Break

3:40-3:50

section iv friend and enemies choosing the right partner 60 mins 3 50 4 50
Section IV. Friend and Enemies: Choosing the Right Partner (60 Mins; 3:50-4:50)
  • Introduction
  • Discussion of Partnership Strategies in HBS Case: TiVo 2007: DVRs and Beyond
    • What was the company’s original partnership strategy?
    • What is the CEO’s vision for the future?
      • What Partners are necessary to be successful?
      • What are the potential issues/conflicts?
  • Summary and Conclusions
section iv tivo partnership strategy
Section IV. TIVO Partnership Strategy
  • What was TIVO’s original partnership strategy?
    • How/why did it evolve?
  • What should it be in the future?
    • Do you support Rogers’ vision?
    • What partners are required?
  • Whatever strategy you pick, show how it helps the Partner’s strategic vision
    • Also consider any market conflicts that might be created (for you or your partner)
section v sales and business development 20 mins 5 00 5 20
Section V. Sales and Business Development(20 Mins; 5:00-5:20)

Interactive Sales Game with Role Playing

Discussion of Negotiation and Who Closed the Deal!

Summary and Conclusions

section v interactive sales game
Section V. Interactive Sales Game

Acme Inc. makes/sells 2 million Electronic Meter Readers annually for about $250 each. Within each meter there is a wireless PCB that Acme currently buys from Basic Wireless Inc. Chip Supply, a billion dollar company, would like to begin selling to Acme immediately.

Each of you is either the Purchasing Manager for Acme or the Sales Manager for Chip (based on your individual profile cards). You have 5 minutes to strike a deal!

BE CREATIVE! USE GOOD BUS JUDGMENT!