2. Table of Contents
1.Marketing Strategy Overview 7.Message Box
2.Campaign Objective 8.Mapping the Message Box to the Buying Cycle
3.Target Market Prioritization 9.Identifying Key Content by Buyer Cycle
4.Business Decision Maker 10.Campaign Map
5.Positioning Statement 11.Nurturing & Lead Generation
6.Message Hierarchy 12.Campaign Calendar
3. Marketing Strategy Overview
Market Expansion : In India Techno Sat Comm is increasing the presence of RFID,
IPPA & Wi-Fi in the market.
Lead Generation : Increasing the enquiries from the customers or generation of
interest in the mind of the future customer.
Positioning : Techno Sat Comm trying to create a distinct impression in the
customer's mind who are seeking for the RFID,WI-Fi & IPPA.
4. Campaign Objective
• To grow the market share of Techno Sat Comm.
• To introduce RFID, IPPA & Wi-Fi solution in India.
5. Target Market Prioritization
RFID IPPA Wi-Fi
Who Architects
IT Heads
(Hotels,School,Colleges,Societies,Co
rporate Offices, Banks,
Factories,Jewellery Outlets, Malls)
Architects
IT Heads
(Hotels,School,Colleges,Societi
es,Corporate Offices,Banks,
Malls)
Architects
IT Heads
(Hotels,School,Colleges,Societies,Corp
orate Offices,Banks,Malls,)
Where Organisation having more than 200
Employees, Retail Sector,
Healthcare, Medium/Large Size
Industries
Organisation having more than
200 Employees, Retail Sector,
Healthcare, Medium/Large Size
Industries, Air-port, Railway
Station
Organisation having more than 200
Employees, Retail Sector, Healthcare,
Medium/Large Size
Industries, Air-port, Bus-Stand,
Railway Station
Why Existing Security Systems are not
enough, People moving towards
latest system
Existing system having
drawback in which
broadcasting takes place,
without any zoning
Dedicated cabling required in the
current system, but in new system
power line acts as the data carrier
6. Business Decision Maker
General Information
Name Age Sex Mr. John 46 Male
Education Degree/Diploma /Area of Interest etc.
Experience Experience in their business/ Job
Attitude Egoistic, Optimistic, Pessimistic,
Procrastinator, Conflicted Procrastinator
Reputation Risk Averse(depositing money in bank is
better than putting them into stock), Jaded
(boring), Skeptical(confused), Job Hopper
(Person who change the job frequently)
7. Work Information
Job Focus Ex. Job focus is on saving cost, empower business, providing security etc.
Role in Purchase
Process
Initiators : Those who request to something be purchased
Users : Those who will use the service
Influencers : People who influence the buying decision
Deciders : People who decide on solution requirements
Approvers : People who authorize the proposed actions of deciders or buyers
Buyers : People who have the formal authority to select the solution provider
Gatekeepers : People who have the power to prevent sellers or information from
reaching members of the buying center
Values Team Leadership(know more about their company culture, products &
customers), Knowledge & Expertise
Innovation(interested in the latest trends)
High Expectations
Fear Making a bad decision will effects his career,Is it costly, Is it complex etc.
Pet Peeves Solution providers who disappears after implementation
Info. Sources Architect,Peers,Colleagues,Consultancy,Contractor, Google, Just Dial
8. To: Mr. John Joseph
Techno Sat Comm’s solution is the one
“complete solution” for your business that
gives you the technology that will help you to spread
your business with complete RFID,IPPA & Wi-Fi
solution under one roof.
Unlike using different systems from the different solution
providers who only provide single solution and that
is difficult to integrate,extend and it costs extra.
Positioning Statement
9.
10. Message Box
1.Engagement Text
• What issue of the customer will get their attention?
• What problem of the customer can you solve?
3.Reinforcement Message
Describe your (RFID,Wi-Fi & IPPA) solution and why it is the
best option for addressing the solution criteria.
2.Solution Message
• What is the solution( IPPA, Wi-Fi
or RFID) that completely met the
need for the customer’s
problem?
4. Value Message
• After implementing our system
how will the customer’s life be
better than before?
• What metrics can the customer
use to prove the value of our
offering?
11. Awareness Interest Preference Decision
Engagement
Solution
Reinforcement
Value
Engage the customer by
giving them knowledge in
form of various media like
SMS, Email, News-paper,
Magazine & Online
Advertisements about the
RFID, IPPA & Wi-Fi
Provide them the
solution according
to the customer’s
interest
Reinforce the solution
with various alternative
solutions i.e. IPPA vis-à-vis
Conventional System Create the value of
your offering so that
it will effect the
customer’s decision
making
Mapping the Message Box to the Buying Cycle
12. Identifying Key Content by Buyer Cycle
Buyer Cycle Awareness Interest Preference Purchase
Tracking
(RFID)
What customer need to
know to track their
assets, in retail & in
manufacturing firms
Why current solutions
are not enough, discuss
and give them detailed
knowledge
RFID vs Bar Code
System
Proof Pts. (Tags &
readers are more
efficient, take help from
case studies)
Content Offers Brochure,
Newsletter,pdf
Whitepaper Solution comparison
Chart
Case Studies,pdf
ppt
Public Addressing
(IPPA)
What customer need to
know to address the
audience in their
premises
Why current PA system
are not enough, discuss
and give them detailed
knowledge
Conventional vs IP
based PA system
(compare & evaluate)
Proof Pts.(IPPA have
BGM, Zoning etc.)
Content Offers Brochure,
Newsletter,pdf
Whitepaper Solution comparison
Chart
Case Studies,pdf
ppt
Internet Access
(Wi-Fi)
What customer need to
know to have Wi-Fi
internet access in their
premises
Why current Wi-Fi
solution is not enough
Powerline Wi-Fi
vs
Wi-Fi
Proof Pts. (Powerline
Adapters, data through
powerline)
Content Offers Brochure,
Newsletter,pdf
Whitepaper Solution comparison
Chart
Case Studies,pdf
Ppt
13. Awareness Interest Consideration Buy/Renew
Program: Awareness
(i.e. EFY Exhibition)
Program : Competitive Replacement
(optimize the solution for our customers & do
comparison with our competitor’s solution for
example (SCS Pvt. Ltd. solution )
Program : Cross Sell/Up Sell
Selling CCTV solution along with RFID Solution/
Selling door readers along with hand held readers
Program: Migration
(Customer Interest is in Conventional
PA but IPPA is also considerable)
Program : New Customer Acquisition
(Acquisition of the new customers who are not engaged by our competitor)
Program : Nurture
(Promoting and encouraging our solutions)
Program : Renewal
Campaign Map
14. Nurturing & Lead Generation
Email1: Engage
via problem /
opportunity in
Business
Email2:Suggest the
optimal solution in
terms of RFID,IPPA,
Wi-Fi
Email3:
Introduce
your product
value and
differentiation
Email4: Show
testimonial of
your satisfied
customers
Part 1 :Nurture Program
Jan1 Jan8 Jan14 Jan15
Part 2: Lead Generation Activities
Newspaper Magazine Facebook TV
White
Paper/Grey
Literature used
in B2B marketing
Exact solution to
our customer in
form of
pdf/ppt/wordfile
Provide material
that clearly
differentiate
competitor’s sol.
Show
appreciation
letter to
customer
Various Exhibitions/Promos/
Advertisements/Websites
Solution
15. Campaign Calendar
Relative Order of Events(For RFID,Wi-Fi&IPPA)
Week1 Week2 Week3
Primary Offer Meeting with IT Head /
Concern Person/Manager
Meeting with IT Head /
Concern Person/Manager
Meeting with IT Head /
Concern Person/Manager
Secondary Offer Whitepaper/Brochure/
Reading Material
Whitepaper/Brochure/
Reading Material
Whitepaper/Brochure/
Reading Material
Media www.technosatcomm.in
Direct mail to the customer
www.technosatcomm.in
Direct mail to the customer
www.technosatcomm.in
Direct mail to the customer
