Market Prioritisation<br />Different perspectives<br />
Dictated by marketing objective<br />Grow Market Share<br />Defend Market Share<br />
Dictated by marketing objective and market position<br />Grow Market Share<br />Defend Market Share<br />Market Leader<br ...
Dictated by marketing objective and market position<br />Grow Market Share<br />Defend Market Share<br />Market Leader<br />
Possible approaches<br />Market Leader<br />Grow Market Share<br />
Market strategy 1 – Drive growth by converting non users<br />Look at two axis – size of market vs penetration of brand<br...
Market strategy 1– Drive growth by converting non users<br />Look at two axis – size of market vs penetration of brand<br ...
Market strategy 2 – Drive growth by increasing frequency of consumption<br />Look at two axis – size of market vs penetrat...
Market strategy 2 – Drive growth by increasing frequency of consumption<br />Look at two axis – size of market vs penetrat...
Possible approaches<br />Market Leader<br />Defend Market Share<br />
Market strategy 1 – Defend MS by defending large contributing markets<br />Look at two axis – size of market vs Relative M...
Market strategy 1 – Defend MS by defending large contributing markets<br />Look at two axis – size of market vs Relative M...
Market strategy 2 – Defend MS by defending higher competition markets<br />Look at two axis – size of market vs Relative M...
Market strategy 2 – Defend MS by defending large contributing markets<br />Look at two axis – size of market vs Relative M...
Dictated by marketing objective and market position<br />Grow Market Share<br />Defend Market Share<br />Market Challenger...
Possible approaches<br />Market Challenger<br />Grow Market Share<br />
Possible approaches<br />Internal<br />Highest sales contributing markets<br />Highest contribution to sales growth market...
Market strategy 1 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for b...
Market strategy 1 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for b...
Market strategy 2 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for b...
Market strategy 2 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for b...
Market strategy 3 – Grow MS by focusing on high growth markets<br />Look at two axis – size of market for brand sales vs b...
Market strategy 3 – Grow MS by focusing on high growth markets<br />Look at two axis – size of market for brand sales vs b...
Market strategy 4 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales...
Market strategy 4 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales...
Market strategy 5 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales...
Market strategy 4 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales...
Other common prevalent methods<br />
Other approaches<br />CDI BDI<br />BCG matrix<br />I-Mark<br />
CDI-BDI<br />
CDI - BDI<br />CDI -	% of category sales coming from the market<br />			% population coming from the market<br />BDI - 	% ...
Market strategy : CDI & BDI<br />Look at two axis – CDI & BDI<br />Priority 1 Markets<br />High CDI<br />High BDI<br />Pri...
BCG Matrix<br />
BCG Matrix<br />Look at three axis – Relative Market Size, Market Growth Rate and size of market<br />
BCG Matrix<br />Priority 1 Markets<br />Stars<br />High RMS, High Market Growth<br />Priority 2 Markets<br />Question Mark...
marK<br />A multi – variable tool for <br />Decision Making<br />
Underlying philosophy<br />No Market Prioritisation is bereft of emotional parameters<br />A tool that takes decisions bas...
Parameters considered<br />Looks at three sets of parameters : Category Related, Brand Related and Market Related<br />Fur...
What the marketer needs to do…<br />Input weights basis relevant parameters<br />Input relevant sales data<br /> Market P...
How it works…<br />Normalises all the data points<br />Assigns weights basis client discretion<br />Arrives at the market ...
Assign weights<br />Input data<br />Arrive at Market Priorities<br />
For more details/ discussions…<br />Write in to <br />kjamuar@gmail.com<br />
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Market prioritisation

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A look at various market prioritisation techniques and a customised solution

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Transcript of "Market prioritisation"

  1. 1. Market Prioritisation<br />Different perspectives<br />
  2. 2. Dictated by marketing objective<br />Grow Market Share<br />Defend Market Share<br />
  3. 3. Dictated by marketing objective and market position<br />Grow Market Share<br />Defend Market Share<br />Market Leader<br />Market Challenger<br />
  4. 4. Dictated by marketing objective and market position<br />Grow Market Share<br />Defend Market Share<br />Market Leader<br />
  5. 5. Possible approaches<br />Market Leader<br />Grow Market Share<br />
  6. 6. Market strategy 1 – Drive growth by converting non users<br />Look at two axis – size of market vs penetration of brand<br />Market Leader<br />Grow Market Share<br />Large Population markets<br />Low brand/ category penetration<br />Small Population markets<br />Low brand/ category penetration<br />Large Population markets<br />High brand/ category penetration<br />Small Population markets<br />High brand/ category penetration<br />
  7. 7. Market strategy 1– Drive growth by converting non users<br />Look at two axis – size of market vs penetration of brand<br />Priority 1 Markets<br />Large Population<br />Low penetration<br />Priority 2 Markets<br />Small Population<br />Low penetration<br />Priority 3 Markets<br />Large Population<br />High Penetration<br />Priority 4 Markets<br />Small Population<br />High Penetration<br />Market Leader<br />Grow Market Share<br />Large Population markets<br />Low brand/ category penetration<br />Small Population markets<br />Low brand/ category penetration<br />1<br />2<br />Note P2 and 3 markets can be interchangeable depending on expected growth volumes/ value from the respective clusters of markets<br />Large Population markets<br />High brand/ category penetration<br />Small Population markets<br />High brand/ category penetration<br />4<br />3<br />
  8. 8. Market strategy 2 – Drive growth by increasing frequency of consumption<br />Look at two axis – size of market vs penetration of brand<br />Market Leader<br />Grow Market Share<br />Large Population markets<br />Low brand/ category penetration<br />Small Population markets<br />Low brand/ category penetration<br />Large Population markets<br />High brand/ category penetration<br />Small Population markets<br />High brand/ category penetration<br />
  9. 9. Market strategy 2 – Drive growth by increasing frequency of consumption<br />Look at two axis – size of market vs penetration of brand<br />Priority 1 Markets<br />Large Population<br />High penetration<br />Priority 2 Markets<br />Small Population<br />High penetration<br />Priority 3 Markets<br />Large Population<br />Low Penetration<br />Priority 4 Markets<br />Small Population<br />Low Penetration<br />Market Leader<br />Grow Market Share<br />Large Population markets<br />Low brand/ category penetration<br />Small Population markets<br />Low brand/ category penetration<br />Large Population markets<br />High brand/ category penetration<br />Small Population markets<br />High brand/ category penetration<br />
  10. 10. Possible approaches<br />Market Leader<br />Defend Market Share<br />
  11. 11. Market strategy 1 – Defend MS by defending large contributing markets<br />Look at two axis – size of market vs Relative Market Size of brand<br />RMS = <br />% Market Share of the brand<br />% Market Share of the biggest competitive brand<br />(Note : RMS to be compared with national RMS of the leader<br />Eg., if All India RMS = 1.2, then all markets having RMS>1.2 will be High RMS markets)<br />Market Leader<br />Defend Market Share<br />Large brand contribution markets<br />High RMS<br />Small brand contribution markets<br />High RMS<br />Large brand contribution markets<br />Low RMS<br />Small brand contribution markets<br />Low RMS<br />
  12. 12. Market strategy 1 – Defend MS by defending large contributing markets<br />Look at two axis – size of market vs Relative Market Size of brand<br />Priority 1 Markets<br />Large Contribution<br />Low RMS<br />Priority 2 Markets<br />Large Contribution<br />High RMS<br />Priority 3 Markets<br />Small contribution<br />Low RMS<br />Priority 4 Markets<br />Small Contribution<br />High RMS<br />Market Leader<br />Defend Market Share<br />Large brand contribution markets<br />High RMS<br />Small brand contribution markets<br />High RMS<br />Large brand contribution markets<br />Low RMS<br />Small brand contribution markets<br />Low RMS<br />
  13. 13. Market strategy 2 – Defend MS by defending higher competition markets<br />Look at two axis – size of market vs Relative Market Size of brand<br />RMS = <br />% Market Share of the brand<br />% Market Share of the biggest competitive brand<br />(Note : RMS to be compared with national RMS of the leader<br />Eg., if All India RMS = 1.2, then all markets having RMS>1.2 will be High RMS markets)<br />Market Leader<br />Defend Market Share<br />Large brand contribution markets<br />High RMS<br />Small brand contribution markets<br />High RMS<br />Large brand contribution markets<br />Low RMS<br />Small brand contribution markets<br />Low RMS<br />
  14. 14. Market strategy 2 – Defend MS by defending large contributing markets<br />Look at two axis – size of market vs Relative Market Size of brand<br />Priority 1 Markets<br />Large Contribution<br />Low RMS<br />Priority 2 Markets<br />Small Contribution<br />Low RMS<br />Priority 3 Markets<br />Large contribution<br />High RMS<br />Priority 4 Markets<br />Small Contribution<br />High RMS<br />Market Leader<br />Defend Market Share<br />Large brand contribution markets<br />High RMS<br />Small brand contribution markets<br />High RMS<br />Large brand contribution markets<br />Low RMS<br />Small brand contribution markets<br />Low RMS<br />
  15. 15. Dictated by marketing objective and market position<br />Grow Market Share<br />Defend Market Share<br />Market Challenger<br />
  16. 16. Possible approaches<br />Market Challenger<br />Grow Market Share<br />
  17. 17. Possible approaches<br />Internal<br />Highest sales contributing markets<br />Highest contribution to sales growth markets<br />Fastest growing markets<br />External<br />Weakest competition markets (lowest contribution to growth)<br />Weakest competition markets (lowest contribution to sales)<br />
  18. 18. Market strategy 1 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for brand sales vs brand sales growth<br />Large brand contribution markets<br />High growth<br />Small brand contribution markets<br />High growth<br />Market Challenger<br />Large brand contribution markets<br />Low growth<br />Small brand contribution markets<br />Low growth<br />Grow Market Share<br />
  19. 19. Market strategy 1 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for brand sales vs brand sales growth<br />Priority 1 Markets<br />Large Contribution<br />High growth<br />Priority 2 Markets<br />Large Contribution<br />Low growth<br />Priority 3 Markets<br />Low contribution<br />High growth<br />Priority 4 Markets<br />Low Contribution<br />Low growth<br />Large brand contribution markets<br />High growth<br />Small brand contribution markets<br />High growth<br />Market Challenger<br />Large brand contribution markets<br />Low growth<br />Small brand contribution markets<br />Low growth<br />Grow Market Share<br />
  20. 20. Market strategy 2 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for brand sales vs contribution to growth of brand sales<br />Large brand contribution markets<br />High growth contribution<br />Small brand contribution markets<br />High growth contribution<br />Market Challenger<br />Large brand contribution markets<br />Low growth contribution<br />Small brand contribution markets<br />Low growth contribution<br />Grow Market Share<br />
  21. 21. Market strategy 2 – Grow MS by focusing on highest sales contributing markets<br />Look at two axis – size of market for brand sales vs brand sales growth<br />Priority 1 Markets<br />Large Brand Contribution<br />High growth contribution<br />Priority 2 Markets<br />Small Brand Contribution<br />High growth contribution<br />Priority 3 Markets<br />Large Brand contribution<br />Low growth contribution<br />Priority 4 Markets<br />Low Brand Contribution<br />Low growth contribution<br />Large brand contribution markets<br />High growth contribution<br />Small brand contribution markets<br />High growth contribution<br />Market Challenger<br />Large brand contribution markets<br />Low growth contribution<br />Small brand contribution markets<br />Low growth contribution<br />Grow Market Share<br />
  22. 22. Market strategy 3 – Grow MS by focusing on high growth markets<br />Look at two axis – size of market for brand sales vs brand sales growth%<br />Large brand contribution markets<br />High growth %<br />Small brand contribution markets<br />High growth %<br />Market Challenger<br />Large brand contribution markets<br />Low growth %<br />Small brand contribution markets<br />Low growth %<br />Grow Market Share<br />
  23. 23. Market strategy 3 – Grow MS by focusing on high growth markets<br />Look at two axis – size of market for brand sales vs brand sales growth<br />Priority 1 Markets<br />Large Brand Contribution<br />High growth %<br />Priority 2 Markets<br />Small Brand Contribution<br />High growth %<br />Priority 3 Markets<br />Large Brand contribution<br />Low growth %<br />Priority 4 Markets<br />Low Brand Contribution<br />Low growth %<br />Large brand contribution markets<br />High growth %<br />Small brand contribution markets<br />High growth %<br />Market Challenger<br />Large brand contribution markets<br />Low growth %<br />Small brand contribution markets<br />Low growth %<br />Grow Market Share<br />
  24. 24. Market strategy 4 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales vs low competitor sales<br />Large brand contribution markets<br />Low competitor sales market<br />Small brand contribution markets<br />Low competitor sales market<br />Market Challenger<br />Large brand contribution markets<br />High competitor sales markets<br />Small brand contribution markets<br />High competitor sales markets<br />Grow Market Share<br />
  25. 25. Market strategy 4 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales vs low competitor sales<br />Priority 1 Markets<br />Large Brand Contribution<br />Low competitor sales<br />Priority 2 Markets<br />Small Brand Contribution<br />Low competitor sales<br />Priority 3 Markets<br />Large Brand contribution<br />High competitor sales<br />Priority 4 Markets<br />Low Brand Contribution<br />High competitor sales<br />Large brand contribution markets<br />Low competitor sales market<br />Small brand contribution markets<br />Low competitor sales market<br />Market Challenger<br />Large brand contribution markets<br />High competitor sales markets<br />Small brand contribution markets<br />High competitor sales markets<br />Grow Market Share<br />
  26. 26. Market strategy 5 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales growth vs low competitor growth<br />Large brand growth contribution markets<br />Low competitor growth market<br />Small brand growth contribution markets<br />Low competitor growth market<br />Market Challenger<br />Large brand growth contribution markets<br />High competitor growth markets<br />Small brand growth contribution markets<br />High competitor growth markets<br />Grow Market Share<br />
  27. 27. Market strategy 4 – Grow MS by focusing on competitors weak markets<br />Look at two axis – size of market for brand sales growth vs low competitor growth<br />Priority 1 Markets<br />Large Brand Growth Contribution<br />Low competitor growth<br />Priority 2 Markets<br />Small Brand Growth Contribution<br />Low competitor growth<br />Priority 3 Markets<br />Large Brand Growth Contribution<br />High competitor growth<br />Priority 4 Markets<br />Low Brand Growth Contribution<br />High competitor growth<br />Large brand growth contribution markets<br />Low competitor growth market<br />Small brand growth contribution markets<br />Low competitor growth market<br />Market Challenger<br />Large brand growth contribution markets<br />High competitor growth markets<br />Small brand growth contribution markets<br />High competitor growth markets<br />Grow Market Share<br />
  28. 28. Other common prevalent methods<br />
  29. 29. Other approaches<br />CDI BDI<br />BCG matrix<br />I-Mark<br />
  30. 30. CDI-BDI<br />
  31. 31. CDI - BDI<br />CDI - % of category sales coming from the market<br /> % population coming from the market<br />BDI - % of brand sales coming from the market<br /> % population coming from the market<br />Both parameters indicate the markets that give more than their fair share of sales to either the category or the brand<br />
  32. 32. Market strategy : CDI & BDI<br />Look at two axis – CDI & BDI<br />Priority 1 Markets<br />High CDI<br />High BDI<br />Priority 2 Markets<br />Low CDI<br />High BDI<br />Priority 3 Markets<br />High CDI<br />Low BDI<br />Priority 4 Markets<br />Low CDI<br />Low BDI<br />High CDI<br />High BDI<br />Low CDI<br />High BDI<br />Note P2 and 3 markets can be interchangeable depending on the brand strategy – growth oriented or defense oriented<br />High CDI<br />Low BDI<br />Low CDI<br />Low BDI<br />
  33. 33. BCG Matrix<br />
  34. 34. BCG Matrix<br />Look at three axis – Relative Market Size, Market Growth Rate and size of market<br />
  35. 35. BCG Matrix<br />Priority 1 Markets<br />Stars<br />High RMS, High Market Growth<br />Priority 2 Markets<br />Question Marks<br />Low RMS, High Market Growth<br />Priority 3 Markets<br />Cash Cows<br />High RMS, Low Market Growth<br />Priority 4 Markets<br />Dogs<br />Low RMS, Low Market Growth<br />
  36. 36. marK<br />A multi – variable tool for <br />Decision Making<br />
  37. 37. Underlying philosophy<br />No Market Prioritisation is bereft of emotional parameters<br />A tool that takes decisions based on many parameters and not just two to three<br />Makes Market Prioritisation decision basis finite combination of parameters in a logical scientific manner<br />
  38. 38. Parameters considered<br />Looks at three sets of parameters : Category Related, Brand Related and Market Related<br />Further drills into parameters within each :<br />
  39. 39. What the marketer needs to do…<br />Input weights basis relevant parameters<br />Input relevant sales data<br /> Market Prioritisation<br />
  40. 40. How it works…<br />Normalises all the data points<br />Assigns weights basis client discretion<br />Arrives at the market prioritisation<br />
  41. 41. Assign weights<br />Input data<br />Arrive at Market Priorities<br />
  42. 42. For more details/ discussions…<br />Write in to <br />kjamuar@gmail.com<br />

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