Go to market and
customer acquisition
strategy

Rahul Kapur

22 February 2014
Grant Thornton India LLP
Agenda

• What is go to market strategy
• A case study
• Questions
What is go-to-market? (GTM)

Go-to-market process is the
•

Strategic and tactical aspects of delivering and supporting
a ...
GTM vs marketing strategy

•

Go to market refers to activities surrounding the launch of
a new product or service

•

mar...
What are the elements of GTM

 Positioning

•

WHOM will we actively target within the market?

 Product

•

WHAT will b...
Case study 1: Mobile ka baap by Micromax

•

A phone with 30 day battery back up was one of the first
handsets launched by...
What are the elements of GTM

Product
•

can the product solve customer needs

•

which features best meet these needs

•
...
What are the elements of GTM

Positioning
Based on low price

•

•

The term positioning refers
to the consumer's
percepti...
What are the elements of GTM

Price
•

what is the pricing strategy?

•

what is the value of the product to customers?

•...
What are the elements of GTM

Place
•

where do buyers want to purchase your product?

•

what is the right distribution m...
What are the elements of GTM

Promotion
•

how do you reach the buyers and influencers of your target
market?

•

what mes...
The wrong way to GTM
Ready

Fire
Define
channels

Build product

Define Price

Define
Promotions
Segway - disproved the ax...
Slightly better way to GTM

Ready

Aim

Fire
Define channels

Build
product

Define target
markets and
positioning

Define...
The best way to GTM
Aim

Ready

Fire
Define
product

Define target
markets and market
problems to solve

Define
channels
D...
Why a Go-to-market strategy is crucial?
•

improves time to market

•

reduces risk of failure and brand damage

•

enhanc...
Case study 2: Muslin India
home décor brand set up in 2009
Setting up in
Dubai and
Singapore

5 stores

Local and
global s...
What worked

1.

defining the void in the market
•
space for 1 more super luxury brand

2.

product mix
•
ethnic and ultra...
Questions
Rahul Kapur
rahul.kapur@in.gt.com
+91 124 4628029

NEW DELHI
National Office
Outer Circle
L 41 Connaught Circus
New Delhi ...
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StartUp Accelerator: Buidling a comprehensive Go to Market Startegy & Acquisition Startegy by Rahul Kaput_22nd Feb 2014

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StartUp Accelerator: Buidling a comprehensive Go to Market Startegy & Acquisition Startegy by Rahul Kaput_22nd Feb 2014

  1. 1. Go to market and customer acquisition strategy Rahul Kapur 22 February 2014 Grant Thornton India LLP
  2. 2. Agenda • What is go to market strategy • A case study • Questions
  3. 3. What is go-to-market? (GTM) Go-to-market process is the • Strategic and tactical aspects of delivering and supporting a product or service offering in the marketplace • This includes product specification, pricing, distribution, marketing communications, sales, after-sales support and customer experience management
  4. 4. GTM vs marketing strategy • Go to market refers to activities surrounding the launch of a new product or service • marketing strategy can apply to any ongoing marketing activities
  5. 5. What are the elements of GTM  Positioning • WHOM will we actively target within the market?  Product • WHAT will be our product portfolio?  Price • HOW MUCH will we charge for our products?  Place • WHERE will we promote and sell our products  Promotion • HOW will we promote our product?
  6. 6. Case study 1: Mobile ka baap by Micromax • A phone with 30 day battery back up was one of the first handsets launched by Micromax in 2007 • Company's turnover in FY 12-13 is INR 3,168 Cr The story of an invention…
  7. 7. What are the elements of GTM Product • can the product solve customer needs • which features best meet these needs • how will the customer use it • how is it differentiated feature loaded and first mover advantage…
  8. 8. What are the elements of GTM Positioning Based on low price • • The term positioning refers to the consumer's perception of a product or service in relation to its competitors Based on endurance Based on high price Based on time of day Perception differs from person to person, and market to market phone for the masses (aspirational and masses) Shift to capture smartphone market and tier 1 cities – introduction of Hugh Jackman as the brand ambassador
  9. 9. What are the elements of GTM Price • what is the pricing strategy? • what is the value of the product to customers? • are there existing price expectations? • how do we price relative to competitors? • can you create a competitive advantage with the pricing model? phone for the masses (aspirational and masses)
  10. 10. What are the elements of GTM Place • where do buyers want to purchase your product? • what is the right distribution model? • how do you develop the right distribution model? • what types of support and services are required? • can you create a competitive advantage using place as a differentiator? All over India – 125,000 POS
  11. 11. What are the elements of GTM Promotion • how do you reach the buyers and influencers of your target market? • what messages will motivate them towards awareness, consideration and purchase?
  12. 12. The wrong way to GTM Ready Fire Define channels Build product Define Price Define Promotions Segway - disproved the axiom "if you build it, they will come" • Did not appeal to consumers as the motorised scooter was pitched as an alternative to automobiles • The price point was too high to draw a mass consumer base. • Instead of selling 10,000 machines a week, as Segway had predicted, the company sold about 24,000 in its first five years.
  13. 13. Slightly better way to GTM Ready Aim Fire Define channels Build product Define target markets and positioning Define Price Define Promotions
  14. 14. The best way to GTM Aim Ready Fire Define product Define target markets and market problems to solve Define channels Define positioning Define Price Define Promotions
  15. 15. Why a Go-to-market strategy is crucial? • improves time to market • reduces risk of failure and brand damage • enhances customer experience • establishes path for growth • clarifies plan and direction for all
  16. 16. Case study 2: Muslin India home décor brand set up in 2009 Setting up in Dubai and Singapore 5 stores Local and global supply chain Retail ops Project ops Premium and super-premium brand reseller Franchising in 3rd year of Ops
  17. 17. What worked 1. defining the void in the market • space for 1 more super luxury brand 2. product mix • ethnic and ultra premium brands (zoffany etc.) 3. Premium pricing • Sec A retail clients and star rated hotels 4. Small stores at posh high-street locations • Swatches
  18. 18. Questions
  19. 19. Rahul Kapur rahul.kapur@in.gt.com +91 124 4628029 NEW DELHI National Office Outer Circle L 41 Connaught Circus New Delhi 110 001 T +91 11 4278 7070 BENGALURU “Wings”, 1st floor 16/1 Cambridge Road Ulsoor Bengaluru 560 008 T +91 80 4243 0700 CHANDIGARH SCO 17 2nd floor Sector 17 E Chandigarh 160 017 T +91 172 4338 000 CHENNAI Arihant Nitco Park, 6th floor No.90, Dr. Radhakrishnan Salai Mylapore Chennai 600 004 T +91 44 4294 0000 GURGAON 21st floor, DLF Square Jacaranda Marg DLF Phase II Gurgaon 122 002 T +91 124 462 8000 HYDERABAD 7th floor, Block III White House Kundan Bagh, Begumpet Hyderabad 500 016 T +91 40 6630 8200 KOLKATA 10C Hungerford Street 5th floor Kolkata 700 017 T +91 33 4050 8000 MUMBAI 16th floor, Tower II Indiabulls Finance Centre SB Marg, Elphinstone (W) Mumbai 400 013 T +91 22 6626 2600 NOIDA Plot No. 19A, 7th Floor Sector – 16A, Noida – 201301 T +91 120 7109001 PUNE 401 Century Arcade Narangi Baug Road Off Boat Club Road Pune 411 001 T +91 20 4105 7000

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