Date post: | 30-Dec-2015 |
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Agenda
Introduction and credentials Goal Marketing framework
• Positioning• Product• Price• Place• Promotion
Workshop• Your examples
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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
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Example Case Studies
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Positioning Product Price Place Promotion
NetSolve Cisco SEM
Dell Servers IT Security CMS Mobile Security
Dell SMB
Hosted Apps IT Architecture
Solution
Enterprise SW vs. SaaS vs. Appliance
Voice Apps
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.
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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.
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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
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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.
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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.
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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.]
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