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Market Preparation – D6

Market Preparation – D6. Market Analysis. Products/Services. Competition Analysis. WP 2.5: Market Preparation. D6v02_marketprep - Addition to D6. Situation:. T2.5 Market preparation: appropriate measures to address identified user groups Responsible: TINC

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Market Preparation – D6

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  1. Market Preparation – D6

  2. Market Analysis Products/Services Competition Analysis WP 2.5: Market Preparation D6v02_marketprep - Addition to D6 Situation: T2.5 Market preparation: appropriatemeasures to address identifieduser groupsResponsible: TINC Involved: ICCS, IMAC, TINC, AIT, TARX Work Area C Team-Group 8.2 D6v01 April 2002 Provide 1st draft of the„Market Engineering Plan“ & background material D6v02 June 2002 = Work plan to provide a clarification of market dimensions Basis for a positioning of REGNET, the development of genericmarketing strategies & marketing-mix Individual marketing strategies for CSC‘s REGNET Final Project Review

  3. WP 2.5: Market Preparation Tasks and status of work Products/Services Competition Analysis Market Analysis  Trends in the cultural market  Market segments (qualitative &quantitative analysis)  Users & demand for services  Product/Service portfolio  Customer benefit  REGNET’s USP  Analysis of competitors, products and services on the market (5 add.)  Strenghts and weaknesses compared to REGNET = Benchmark approach to offer insights into the logic of the market and to demonstrate proofed strategies  Marketing strategies  Case studies REGNET Final Project Review

  4. => Different Marketing approaches WP 2.5: Market Preparation Results & some main findings Market Segments Customers: Subscribe & use the REGNET-System (core customer group) Users: Access content & services (Internet) - normally not paying REGNET Final Project Review

  5. WP 2.5: Market Preparation Results & some main findings Product & Service Portfolio General Services Database Services E-Publishing Services B2B/B2C-Services To be offered by CSC‘s – according to defined portfolios [REGNET Testbed, WP 4] REGNET Final Project Review

  6. WP 2.5: Market Preparation Results & some main findings Competition & Positioning Strategies Advantages  Broad content basis - cover all CH “domains  Multilinguality - not fully developed  Data structuring & knowledge-based services  Membership models for customer loyality  Package prices  Low cost for purchase  High fitness for use in theCH area  Low effort in operation  High potential for cooperation Attractiveness Huge market potential - High need for a cost-effective web service model - Market shareis divided into many different software REGNET Final Project Review

  7. WP 2.5: Market Preparation Generic marketing strategies and instrumentsEach CSC must develop own strategies Product Policy Modularisation of core services:Basic - Standard - Premium Definition of additional, individualservices Communication Policy Scheme for internal - external andpersonal and nonpersonal measures Communication Instruments Pricing Policy Portfolio of possible instruments -selected for each CSC - combiningconvential and electronic marketing Prices for services & servicelevels (Example) Distribution Policy CSC network definition & development:Roles, responsibilities, competences, reporting REGNET Final Project Review

  8. WP 2.5: Market Preparation Concrete actions - illustrative concepts Approaching customers, using other systems, offering to them additional/integration services Case Studies describing the introduction of the REGNET System to a specific market - combining different instruments Price Model Example Once-only payment for: - Database development- Optional modules - Search facilities (external) - Data conversion/import- Training Regular payments annual: - Hosting XML-Server/databases- Hosting Internet Site Various marketing activities during the REGNET Testbed - collecting feedback, providing additional information See also WP 4 Demonstration activities & strategies + REGNET TIP for individual expectations & plans! REGNET Final Project Review

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