1. Product Strategy Document
SAMPLE

2. Contents
▪ Elements of Product Strategy
▪ Objectives
▪ Where to Compete
▪ How to Compete
▪ Go to Market Model of the Future
2

3. 3
Go to Market Strategy
- Where to Compete?
- How to Compete?
Sales & Dist. Strategy
- Where to Sell?
- How to Sell / Promote?
Technology Strategy
- Which Technologies?
- Deployment Plan?
Manufacturing Strategy
- What to Manufacture?
- How to Manufacture?
Elements of Product Strategy
Go to Market System

4. 4
Strategic
Fact Base
Evaluation
of Choices
Mobilization
Business Unit
Strategy Design Capabilities
• Customer
segmentation
• Customer
Insights
• Market &
Competitive
Intelligence
Customer
& Market
Intelligence
Value
Proposition
Definition
• Offering
Definition
• Customer
Messaging
definition
• Definition of
Sales &
Support
Model
Delivery Capabilities
• Category Management
• Portfolio / Lifecycle Management
• Product Development
Product / Service management
• Pricing Strategy
• Product Pricing
• Pricing Tactics
Pricing
• Branding
• Category Marketing
• Demand generation
Branding / Marketing
• Channel Mix Performance Management
• Targeted Offering
• Resource Deployment
Salesforce / Channel Management
• Customer Support
• Process Improvements & Innovation
Post Sales Support
Closed
Loop
Feedback
System
Customer
Experience
Enablers: Organisation, decision roles, metrics, culture, IT, innovation, operations and so on
Go-to-Market System

5. What questions to answer
Is Product
Image
Good?
Is Product
Value
Attractive?
Is product
Satisfactory
5
New Prospect No, Lost Prospect
Yes, Consider Purchase
No, Lost SaleYes, PurchaseNo, lost Goodwill
Yes, Recommend and
Repeat Buy

6. 6
Attributes of Product that:
Boost Image
XXX

7. ▪ Boost Value
7
Attributes of Product that:

8. 8
Attributes of Product that:
Boost Satisfaction
YYY

9. PARAMETERS
My
Product
Competiton 1 Competition 2 Comp 3 Com 4
A
B
C
D
E
F
G
H
I
J
9
Value Proposition – Basic Segment Coverage

10. Where to Compete

11. Product Variant Price Performance
Metric 1
Performance
Metric 2
Performance
Metric 3
11
Basic Segment Coverage
Industry
Benchmarks

12. Product Variant Type of Niche Image Transfer Pioneer in Tech Growth Potential
12
Niche Segment Coverage

13. Product Variants Price Point Dealer Coverage Average Contribution
13
Density of Coverage
Product Variants Price Point Dealer Coverage Average Contribution

14. How to Compete

15. Product Variant Competition only on
Price
Competition on Value
(Quality / Price ratio)
Competition on
Premium
Nearest Competitor
15
Basic Product Platform

16. Product Variant Meeting Minimal
Expectations
Average Above Average Best in Class
16
Product Performance Profile

17. 17
Products
A
B
C
D
E
F
Base Product
Key Products
Pacing Products
Strategic Role & Expectations

18. ▪ Base Products
▪ Critical to Company’s Performance
▪ Requires Management Attention
▪ Cannot generate additional revenue
▪ Key Products
▪ Potential to change company’s growth
▪ Destined to become base products thus can enlarge company’s T/O & Profit Base
▪ Pacing Products
▪ Experimental products launched to test attractiveness of new tech / concept
▪ Precursors to future products
▪ Risky therefore funding from long term perspective
18
Differentiation

19. 0
10
20
30
40
50
Friday,
January 1,
2010
Saturday,
January 1,
2011
Sunday,
January 1,
2012
Tuesday,
January 1,
2013
Pacing Key Base
19
0
10
20
30
40
50
Friday,
January 1,
2010
Saturday,
January 1,
2011
Sunday,
January 1,
2012
Tuesday,
January 1,
2013
Pacing Key Base
Sales Margin

20. Where to Sell

21. Region Current Market Size (nos.) Average last 12M Average last 6M Average last 1M
21
Market Size Estimation – Product wise
Region SOM last 12M SOM last 6M SOM last 1M SOM of Market Leader

22. Rural Go to Market

23. Background Work