3. AGENDA
MBA PT Class of ’14
MKTG 601 Group B
Overview of marketing strategy
Key takeaways
Summary of results
Questions
MM
4. GUIDANCE BY BOARD
MBA PT Class of ’14
MKTG 601 Group B MM
MARKET
SHARE
REVENUE
OP
PROFIT
CLIENTS
STRATEGIC GROWTH PILLARS
5. FUNDAMENTALS OF STRATEGY
MBA PT Class of ’14
MKTG 601 Group B MM
Product
quality
Product
pricing
Customer
Relationship
Management
6. MUST-DO BEHAVIOURS
MBA PT Class of ’14
MKTG 601 Group B MM
Devise
differentiated pricing
to maximise profits
Drive
product advocacy
Demonstrate
product leadership
through superior quality
creating
conveying
extracting
value
7. Demonstrate
product leadership
through superior quality
MBA PT Class of ’14
MKTG 601 Group B MM
Research & Development (R&D)
Patience
Seed R&D investments from
the very onset
Laser focus on core product
capabilities for key revenue
generators
Realistic expectations
Consistent R&D spend for all
16 quarters
Prioritise Power-to-Size Ratio,
Thermal Resistance to a lesser
extent
8. Drive
product advocacy
MBA PT Class of ’14
MKTG 601 Group B MM
Customer Relationship Management
Sales competency,
surveillance & NPD
Efficient use of limited
resources
Customer retention
Invest in human capital
(training & marcom)
Allocate sales force
proportional to revenue
Invest in existing client
relationships (large customers)
9. Devise
differentiated pricing
to maximise profits
MBA PT Class of ’14
MKTG 601 Group B MM
Differentiated Pricing Strategy
Convey premiumisation &
performance leadership
Leverage on research to
optimise pricing
Mitigate possibility of
channel conflicts
Charge price premiums, do
not compete on price
Consistent research spend for
all 16 quarters
Exercise discretion when
setting distributor discounts
10. STRENGTHENING THE VALUE PROPOSITION
MBA PT Class of ’14
MKTG 601 Group B MM
[Premium = desired value by customers – actual value delivered]
Constantly minding & mining the gap between
performance premiums delivered & price premiums charged
Q4 2015
Segment A purchases as % of total sales per quarter
Price premium as % of actual price
Performance premium as % of actual Power-to-Size Ratio performance
11. RESULTS AS OF Q4 FY '15
MBA PT Class of ’14
MKTG 601 Group B MM
MARKET
SHARE
CUM.
REVENUE
CUM.
PROFIT
CLIENTS
STRATEGIC GROWTH PILLARS
10.4% $83M $10M Segment A
Segment B
Segment C
Segment D
Small
12. MBA PT Class of ’14
MKTG 601 Group B MM
THANK YOU
