Three lessons in practical marketing, or applying 4 Ps in real-life situation
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Three lessons in practical marketing, or applying 4 Ps in real-life situation

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Three absolutely crucial lessons about marketing I learned while launching a brand of GPS products across Europe

Three absolutely crucial lessons about marketing I learned while launching a brand of GPS products across Europe

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Three lessons in practical marketing, or applying 4 Ps in real-life situation Three lessons in practical marketing, or applying 4 Ps in real-life situation Presentation Transcript

  • Three lessons in practical marketingor Applying 4Ps in real-life situation
    By Leo Exter
    With many, many thanks to
  • There really is NO “silver bullet”
  • Clever is good… well-funded is better
  • Marketing isn’tcomplex… it’scomplicated
  • Oh, and…
    Theoretical frameworks don’t mean …
    …without understanding that comes with experience
  • Beginning of complexity: the small differences
  • Company dominated by engineers and sales guys
  • This is what I started with…
  • State-of-the-art marketing
    Taiwan 2004
  • A bit of an eyesore really…
  • 11
    We did develop better-looking stuff. Eventually.
    Now back to our story
  • Trend: GPS moves into
    Mainstream
    Key consequence: women play more important role in buying decision
  • Good Value for Money
    Strong brand image, but one dimension only:
  • Real problem, though:
    30+ competitors
    Same product
    Same price
    Same channel
  • We chose to differentiate on
    PROMOTION
    Branding and more
    SERVICE
    Accessory sales
    Repairs
  • First, make sure men are convinced
    Coverage in all technical and automotive press (and Playboy)
    Online visibility via social media
    In-store presence
    Training sales staff in channel
    Promotions in through catalogues/folders
  • Second, do whatever else we can
    Softer visual on package
    … and that’s about it
    Can’t get coverage
    in relevant media.
    No relevant
    social media
    Features don’t matter
  • Our PRODUCT solution: Mio H610
    Pretty, handbag-friendly – perfect for women!
  • Key feature (according to media, at least):swappable cover
  • PRICED to support high-end positioning
    € 399
    Our mid-range best seller:
    € 299
    Our entry-level product:
    € 199
  • PROMOTIONEpicenter:youngprofessionaltech-savvywomen
  • Dedicated mini-site
  • PR campaign with strong visuals and content
  • Cosmopolitan
  • POS materials
  • It didn’t go well…So we did a bit more PROMOTION(limited budget)…
    It still didn’t help.
    Because our P(DISTRIBUTION) was wrong.
  • Years later I found out that…
    20,000 units of H610 ended up at an automotive parts discounter.
    Next to Chinese-made tires.
  • Lessons learned
    More dimensions to marketing than you think: e.g. relationship with your sales guys
    Remember ogres and onions?
    Doing something well is not enough – you need budget to amplify
    Fund it well or don’t do it at all
    Any one thing done well doesn’t assure success
    No silver bullets (well, maybe one if you’re Dropbox)
  • Don’t hesitate to ask questions!
    leo.exter@westartup.eu
    www.westartup.eu
    @westartup
    www.facebook.com/westartup