MKTG-101.ppt

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MKTG-101.ppt

  1. 1. Marketing Activities
  2. 2. <ul><li>BUSINESS STRATEGY </li></ul><ul><li>PRODUCT DEFINITION </li></ul><ul><li>PRODUCT DEVELOPMENT </li></ul><ul><li>PRODUCT INTRODUCTION </li></ul><ul><li>TACTICS </li></ul><ul><li>MONITOR COMPETITION / PROVIDE INTELLIGENCE </li></ul><ul><li>MANAGE MEDIA </li></ul><ul><li>SUPPORT SALES </li></ul><ul><ul><li>TRAINING </li></ul></ul><ul><ul><li>SALES AND MARKETING MATERIALS - TRADITIONAL </li></ul></ul><ul><ul><li>SALES AND MARKETING MATERIALS -- WEB </li></ul></ul><ul><li>COORDINATE ACTIVITIES </li></ul><ul><li>PRODUCE PLANS </li></ul><ul><li>OTHER MARKETING ACTIVITIES </li></ul>
  3. 3. BUSINESS STRATEGY <ul><li>Interface with product development to provide product strategy direction and priorities. </li></ul><ul><li>Develop product marketing strategy including management of product intros and ongoing marketing programs. </li></ul><ul><li>Implement research discipline to support product strategy work including: </li></ul><ul><ul><li>Developing feature sets </li></ul></ul><ul><ul><li>Establishing pricing </li></ul></ul><ul><ul><li>Developing introduction schedules </li></ul></ul><ul><ul><li>Assessing competitiveness </li></ul></ul><ul><li>Assessing marketability (target markets, business proposition, channels, support requirements.) </li></ul><ul><li>Achieving global penetration </li></ul><ul><li>Define product line strategy including, product and company positioning, pricing, and distribution plan. </li></ul><ul><li>Guide and drive new product support and service strategy direction. </li></ul>
  4. 4. PRODUCT DEFINITION <ul><li>Define new products and product upgrades by providing: </li></ul><ul><ul><li>Product recommendations </li></ul></ul><ul><ul><li>Product functionality </li></ul></ul><ul><ul><li>User interfaces </li></ul></ul><ul><ul><li>Product specifications and features </li></ul></ul><ul><ul><li>Product/market segment roadmaps </li></ul></ul><ul><ul><li>Technical specifications/data sheets </li></ul></ul><ul><ul><li>Business justification </li></ul></ul><ul><li>in order to... </li></ul><ul><ul><li>Expand the business </li></ul></ul><ul><ul><li>Position products for success </li></ul></ul><ul><ul><li>Coordinate market requirements </li></ul></ul><ul><ul><li>Drive new product development </li></ul></ul><ul><ul><li>Develop product strategies </li></ul></ul><ul><ul><li>Develop marketing requirements </li></ul></ul><ul><ul><li>Drive marketing efforts. </li></ul></ul><ul><li>using input from... </li></ul><ul><ul><li>Targeted customers </li></ul></ul><ul><ul><li>Customer requirements </li></ul></ul><ul><ul><li>Technology trends </li></ul></ul><ul><ul><li>Customer’s technical staff </li></ul></ul><ul><ul><li>Users product evaluations </li></ul></ul><ul><ul><li>Market trends </li></ul></ul><ul><ul><li>Market requirements </li></ul></ul><ul><ul><li>Buying criteria </li></ul></ul><ul><ul><li>User feedback </li></ul></ul>
  5. 5. PRODUCT DEVELOPMENT <ul><li>Proactively support product development by communicating detailed requirements throughout development process. </li></ul><ul><li>Work with engineering to coordinate, schedule and implement key development projects. </li></ul><ul><li>Interface with engineering, manufacturing and sales to develop new products or enhance existing products. </li></ul><ul><li>Translate marketing requirements to a highly qualified team of engineers. </li></ul><ul><li>Participate with Development Engineering to meet product specifications and time-to-market windows. </li></ul><ul><li>Overcome technical hurdles using previous experience and judgement. </li></ul>
  6. 6. PRODUCT INTRODUCTION <ul><li>Develop and implement effective strategies and plans for product introduction, positioning and management throughout the product life cycle. </li></ul><ul><li>Provide product rollout assistance to ensure successful introduction of new products and features. </li></ul>
  7. 7. TACTICS <ul><li>Create and implement competitive tactics and programs designed to maximize market penetration and to respond to competitor’s actions. </li></ul>
  8. 8. MONITOR COMPETITION / PROVIDE INTELLIGENCE <ul><li>Develop competitive positioning and monitor competitive activity. </li></ul><ul><li>Provide swift, regular feedback (inbound marketing) to product teams on performance of their products in the marketplace and of competitor's products and movements. </li></ul><ul><li>Solicit early feedback from the customers to ensure product development is consistent with market requirements. </li></ul><ul><li>Serve as a product expert in educating the organization about product capabilities and value proposition. </li></ul><ul><li>Respond to internal staff and sales/marketing requests for information and/or assistance regarding specific product development or trends. </li></ul><ul><li>Drive the customer feedback process </li></ul><ul><li>Represent the Company on sales calls, at trade shows, on panels, etc. </li></ul><ul><li>Lead and manage customer research and validations. </li></ul><ul><li>Analyze feature capability vs. time-to-market tradeoffs. </li></ul><ul><li>Understand customer requirements and decision processes. </li></ul>
  9. 9. MANAGE MEDIA <ul><li>Maintain relationship with industry analysts to stay abreast of industry trends and statistics, as well as influence their perception of the company resulting in favorable comments and articles. </li></ul><ul><li>Interface with public relations, publication editors, media, industry analysts, users groups and internal groups such as product management and engineering. </li></ul>
  10. 10. SUPPORT SALES <ul><li>Provide marketing support to motivate and influence the sales channel to meet their financial commitments by developing market messages and graphic designs for product specific sales presentations. </li></ul><ul><li>Attend, participate in, and coordinate customer marketing events and seminars. </li></ul><ul><li>Consolidate and analyze competitive product information, and work closely with sales to communicate ideas and information relating to competition, promotions, and product pricing and positioning. </li></ul><ul><li>Synthesize and filter product/services specifications, product/services plans and schedules for communication to sales staff and customers </li></ul>
  11. 11. SUPPORT SALES -- TRAINING <ul><li>Design and create sales training content, presentation material and tools, and conduct product specific training (both to sales and train-the-trainer) to ensure the sales channel is capable of selling our products and communicating their value to the end-user buyers. </li></ul>
  12. 12. SALES AND MARKETING MATERIALS - TRADITIONAL <ul><li>Develop and review sales and marketing materials: </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Application notes </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Benefits documents </li></ul></ul><ul><ul><li>Company promotional data </li></ul></ul><ul><ul><li>Customer presentations </li></ul></ul><ul><ul><li>Customer requirements documents </li></ul></ul><ul><ul><li>Graphics designs </li></ul></ul><ul><ul><li>Key messages </li></ul></ul><ul><ul><li>Mailings </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Press releases. </li></ul></ul><ul><ul><li>Product documentation </li></ul></ul><ul><ul><li>Product evaluation/demo kits </li></ul></ul><ul><ul><li>Product reports </li></ul></ul><ul><ul><li>Promotional documents </li></ul></ul><ul><ul><li>Road maps </li></ul></ul><ul><ul><li>Sales training materials </li></ul></ul><ul><ul><li>Spec sheets </li></ul></ul><ul><ul><li>Technical white papers </li></ul></ul><ul><li>Enhance trade show presence. </li></ul><ul><li>Develop customer retention/relations materials. </li></ul>
  13. 13. SALES AND MARKETING MATERIALS -- WEB <ul><li>Create polished marketing/technology writing, sales collateral, brochures, data sheets, application stories and content for the Company's Web-site. </li></ul><ul><li>Translate traditional marketing materials for use on the Corporate Web Site. </li></ul><ul><li>Participate in updating and revising the Corporate Web Site. </li></ul>
  14. 14. COORDINATE ACTIVITIES <ul><li>Manage and influence resources within the company (i.e., engineering, marketing and sales organizations) and the resources of external distribution channels, to independently achieve department goals. </li></ul><ul><li>Act as a focal point in the ongoing process to define, produce, and improve products. </li></ul><ul><li>Work with the engineering, marketing, and sales teams to develop and implement strategies to help grow market share, revenue and brand preference for our products and technologies. </li></ul><ul><li>Team up with business development managers and senior executives to incorporate and communicate information required by each group on a project basis. </li></ul><ul><li>Manage and direct the marketing efforts developed and conducted for each product group including activities such as product promotions, advertising, collateral development, trade shows, etc. </li></ul><ul><li>Act as primary liaison between marketing and development and between sales and marketing </li></ul>
  15. 15. PRODUCE PLANS <ul><li>Develop marketing action plans that identify products, targeted markets and distribution schemes, planned market share, sales and revenue goals and objectives, marketing and sales strategies, and resources required to effectively market the products. </li></ul><ul><li>Develop and implementing marketing strategies and business plans to position the product in the market and to ensure achievement of strategic revenue and profit objectives. </li></ul><ul><li>Identify emerging opportunities and develop and execute plans to exploit these new markets. </li></ul><ul><li>Identify and exploit opportunities for increased sales into the existing market. </li></ul>
  16. 16. OTHER MARKETING ACTIVITIES <ul><li>Effectively promote products through creative incentive and promotional programs, to ensure success of the product throughout its life cycle. </li></ul><ul><li>Define marketing programs to communicate the product’s value in solving customers' problems. </li></ul><ul><li>Manage assigned product line(s) and ensure that product is brought to market in an effective, and timely manner and in line with established product launch schedules. </li></ul><ul><li>Optimize all stages of a product’s life cycle, including conception, definition, development, release and post-release activities. </li></ul><ul><li>Help to define and implement the product marketing process. </li></ul><ul><li>Determine optimum product positioning in targeted markets. </li></ul>

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