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Market Driven Opportunity and Marketing
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  1. Market Driven Opportunity and Marketing

  2. Product and Service Positioning Market Segmentation Target Market Selection The Marketing Process* Marketing Analysis (The 5 C’s) Customers Company Competitors Collaborators Context Creating Value Marketing Mix (The 4P’s) Product & Services Place/Channels Promotion Capturing Value Pricing Sustaining Value Customer Acquisition Customer Retention Profits *Robert Dolan, Note on Marketing Strategy. HBS:9-598-061

  3. Assessing Opportunity: Fit Newness to Market Low High Maximum Uncertainty & Risk Product- Company Fit Issue High Newness to Product- Market Fit Issue Cannibalization/ Incremental Sales Firm Low

  4. Assessing Opportunity: Time High Crash Program Speed at which market window is closing 100% Right Low High Low Degrees of Technical Innovation Required Source: (Krubasik, HBR, 1988)

  5. Assessing Opportunity: Risk(Decision Outcome) Market Performance “Good” “Bad” Right Decision Type I Error “Go” Strategic Decision Type II Error Right Decision “No Go”

  6. Identification of Need: Kano Method A car: + - • Airbag  • Gas Mileage  • GPS system  

  7. Performance – Importance Matrix Performance Level Low High Importance of Attribute to Customers Improve Maintain High Possible Overkill; Waste? Low Priority; Ignore? Low

  8. Segment 2 Segment 1 . Mini Cooper . Toyota Prius . Ford Taurus . Mazda Miata Segment 4 Segment 3 Perceptual Map Unique, Individuality, Personal Car Less cool, Practical, Functional, Boring Cool, Hip, Hot, Stylish Common Mass, People Car

  9. Diffusion of Innovation

  10. Product Decisions • Pioneering vs. Incremental • Fit • Cannibalization • Trading up vs. Trading Down • Network Externality • standardization

  11. Pricing Decisions Price based on financial considerations Price based on customers’ perceived value $0 Variable Cost Fixed Cost Profit Target $Infinity

  12. Communication (promotion) Decisions • What do I want to achieve? (Mission) (Objective) • How much should I spend? (Money) • Whom should I communicate with? (Market) • What should I say? (Message) (Copy) • Where and when should I place the advertisement? (Media) • How do we know the effectiveness of the advertisement? (Measurement)

  13. Distribution (place) Decisions • Channel levels • Channel alternatives • convenience, shopping, and specialty • intensive, selective, exclusive • Channel options • demand generation vs. fulfillment • Channel conflicts