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Go-to-Market Strategy Essentials for New Products

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Sorav Jain
Sorav Jain

The document provides an overview of go-to-market strategies and key marketing concepts such as market definition, segmentation, targeting, positioning, and differentiation. It discusses frameworks like SIVA and blue ocean strategy. It also covers essential market research, the sales vs marketing distinction, choosing distribution channels, and zero-cost marketing tools.

EmpresarialesNoticias y política
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You have a product? Great! Where’s the market? Vinod Harith Founder and Director CMO Axis Marketing Outsourcing www.cmoaxis.com
Introductions ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is go-to-market? ,[object Object],[object Object],[object Object]
What we will cover ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What we will NOT cover
What really is a market? ,[object Object]
Market research? Remember, next time you have a gut feel, it could just be your ulcer!
What will MR do? ,[object Object],[object Object],[object Object]
Essentials of market research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
You always don’t need an MR agency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fundamental concepts: Segmentation-Targeting-Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Definition ,[object Object],[object Object]
Segmenting Business Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmenting International Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Requirements for Effective Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample Segmentation Small Cars Santro, Alto Getz Sedans Verna, Esteem BMW, Benz, Toyota SUVs, MUVs Scorpio, Safari Innova Endeavor, Pajero Segment Value buyer Lifestyle Buyer Niche Buyer
Target Marketing ,[object Object],[object Object]
Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Company Company Company
Choosing a Target Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Differentiators
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitive Advantage
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value Proposition
Choosing the channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales vs Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The SIVA Framework
The existing space, occupied by firms is called the red ocean – because the competition makes it “bloody” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Blue Ocean Strategy
Core and Extended Product ,[object Object],[object Object],Core product: MP3 Player Extended product: Lifestyle product, style icon, in-with-the-times
Working the ecosystem ,[object Object],[object Object],Advocates Alliance Marketing, Awards and Rankings, Industry associations Social Channels Advisory Boards, Customer council and forums, Employee branding, Blogs, Facebook Marketing Channels Demand generation, industry events Promotions, Brand programs Direct marketing Thought Leadership White papers, Points of view, Speaking opps, research, academic partnerships Expert Channels Financial and industry Analysts, Media & Deal advisors
Sample Ecosystem - Helpdesk Target Events Analysts Blogs Media/ Journalists Forums/ Associations           ITIM conference Aberdeen Group Datamation Informationweek ITIM Association IT EXPO AMR Research Techrepublic Computer world HDI, Americas and Europe Frost and sullivan customer contact Butler Group It Toolbox Network world Services and support professionals association PacRim Datamonitor Gartner CIO Gartner symposium EMA ITIM blog TechTarget HDI Annual conference Forrester techtarget Silicon Gartner Forrester Ovum Yankee IDC
Sample Themes - Helpdesk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why thought leadership? ,[object Object]
Why thought leadership? ,[object Object],[object Object]
Why thought leadership? ,[object Object]
Why thought leadership? ,[object Object]
What thought leadership marketing delivers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Thought Leadership Ecosystem ,[object Object],[object Object],[object Object],Thought Leadership Creation Build in-depth research and compelling content around the identified topics Thought Leadership Partnerships Identify the right fit partners for joint research and papers with academia and partners Thought Leadership Dissemination Distribution of papers, PPTs, webinars and podcasts though paid and unpaid channels Thought Leadership Repurposing Convert the content into webinars, Podcasts, speaking opps, etc Niche Identification and Positioning Identify the unique space you should occupy in the Thought Leadership space
When Should You Start Marketing? Pre-launch PR, test marketing Launch, building partnerships/ channels, free trials, offers New features, product upgrades/ versions, brand and awareness building (events, tradeshows), co-marketing Customer loyalty, referral marketing, PR, communities/ user groups, initiate corporate branding Move from product to company branding, price wars, mover customers to new product lines
[object Object],[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],[object Object],Jack Trout and Al Ries’ ‘Immutable Laws’
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Zero-cost Tools
Web 2.0 marketing Helped close new business *survey of 880 participants globally, 50% SMBs, 26% corporate employees
Web 2.0 marketing Reduced overall marketing expenses Generated qualified leads
Web 2.0 marketing Popular social media Helped increase SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case study
[email_address] http://cmoaxis.blogspot.com Thank You

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Go-to-Market Strategy Essentials for New Products

  • 1. You have a product? Great! Where’s the market? Vinod Harith Founder and Director CMO Axis Marketing Outsourcing www.cmoaxis.com
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  • 5. What we will NOT cover
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  • 7. Market research? Remember, next time you have a gut feel, it could just be your ulcer!
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  • 16. Sample Segmentation Small Cars Santro, Alto Getz Sedans Verna, Esteem BMW, Benz, Toyota SUVs, MUVs Scorpio, Safari Innova Endeavor, Pajero Segment Value buyer Lifestyle Buyer Niche Buyer
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  • 31. Sample Ecosystem - Helpdesk Target Events Analysts Blogs Media/ Journalists Forums/ Associations           ITIM conference Aberdeen Group Datamation Informationweek ITIM Association IT EXPO AMR Research Techrepublic Computer world HDI, Americas and Europe Frost and sullivan customer contact Butler Group It Toolbox Network world Services and support professionals association PacRim Datamonitor Gartner CIO Gartner symposium EMA ITIM blog TechTarget HDI Annual conference Forrester techtarget Silicon Gartner Forrester Ovum Yankee IDC
  • 32.
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  • 39. When Should You Start Marketing? Pre-launch PR, test marketing Launch, building partnerships/ channels, free trials, offers New features, product upgrades/ versions, brand and awareness building (events, tradeshows), co-marketing Customer loyalty, referral marketing, PR, communities/ user groups, initiate corporate branding Move from product to company branding, price wars, mover customers to new product lines
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  • 45. Web 2.0 marketing Helped close new business *survey of 880 participants globally, 50% SMBs, 26% corporate employees
  • 46. Web 2.0 marketing Reduced overall marketing expenses Generated qualified leads
  • 47. Web 2.0 marketing Popular social media Helped increase SEO
  • 48.

Notas del editor

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  2. Insert a map of your country.