Point - Counterpoint: Services vs Product Marketing, Sumit Virmani, Infosys

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Very few companies have achieved success with products as well as services. Is there a difference in skillsets required? What are the attributes of a successful marketer in both cases? What do we need to do to build successful product brands?

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Point - Counterpoint: Services vs Product Marketing, Sumit Virmani, Infosys

  1. 1. 100% Marketing
  2. 2. Product & Service the Distinction Service Model Product Model • Linear Investment • Non Linear Investment • Build IP • Own IP • Cost-based Pricing • Value-based Pricing • Technology Expertise • Domain Expertise • Risk • High Risk
  3. 3. Enormity of Marketing Impact Organization S&M Organization S&M Accenture 9.3% Microsoft 22% Infosys 5.2% Oracle 20% Wipro 5.8% Cisco 23% FY 2010
  4. 4. The Scope IDEA MARKET PRODUCT GENERATION VALIDATION DEFINITION BRAND PRODUCT PRODUCT DEVELOPMENT LAUNCH DEVELOPMENT MARKET PRODUCT CRM DEVELOPMENT EXECUTION
  5. 5. Pillar 1: Nurture the Concept Ideate Validate
  6. 6. Pillar 2: Take a Test Drive Pilot Perfect
  7. 7. Pillar 3: Build an Identity Buzz Brand
  8. 8. Pillar 4: Drive It Engage Generate
  9. 9. Pillar 5: Create a Fan Following Loyal Model Leverage
  10. 10. In Summary Marcom or Marketing Support or Lead Art or Science
  11. 11. Your Questions

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