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Wednesday, December 5, 2012

Marketing Template - Marketing Strategy

LOCATING TARGET MARKETS 
If any "channel" is involved then mention channel also as a target market
If any strong influencer is involved then mention the influencer also as target market
If B2B then define the DMU and answer this issue 
  • Define customers 
  • Estimate their numbers
  • Classify them in the most relevant way 
  • Figure out relative attractiveness of these segments
  • Select the primary and secondary target segments 
POSITIONING US IN THESE TARGET MARKETS
For each target market work out
  • who are the target customers?
    whom do we want to serve?
    who is the hero of our stories ?
  • what is the application?
    the battle arena
  • what is the payoff the customers want?
    What brings tension relief?
    what do the target customers want to achieve / fix / avoid ?
  • Readiness of our target customers?
    Do they have a plan, budget, criteria. mission, organization
  • what are they doing now ?
    who are we competing against ?
  • How relevant / important is the role of we offer to our customers?
    Or the role of the solution provider is bigger?
  • are we market developers or market fighters?
    we sell category or product?
  • what is our offer?
    what weapons are we using? what is our marketing mix?
  • How is our offer better than others?
    how our mix is better than those competing for the same customer / application
ROUTE TO MARKET
What "search paradigm" have we assumed for which segment
  • If "searching" for customers directly or through partners answer
    • how will we identify prospects
    • how will we reach and engage prospects
    • how will we communicate and convince
    • how will we close and invoice
    • how will we deliver and collect
    • how will we train and handhold
    • how will we support 
    • how will we be there whenever there is a need or an opportunity
  • If the customer "searches" for us
    • where will they come from
    • criteria for their selection
    • what will be their job description
    • how will we motivate and compensate them
  • Number of  people and organization needed to achieve the above

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