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CONSULTING	
   i
@PROJECT	
  
How should Mint Digital
position itself in the market
‘
’
CP10 Imperial College
Presentation Overview
Offerings
Current
Situation
Core
Values
Key
Problems
Suggestions
Current
Business
Model
Positioning ...
Current Business Model
Client
Projects
Internal
Projects
70
%
30
%
Future Direction
6months
Client
Projects Internal
Projects
Client Projects
£	
  
  Predetermined timeframe and
deadline
  Customer engagement
  Clear task allocation
  High qual...
Minefield
approach
F2F interactions & WoM
Scope
  Team of creative employees
  Strategic partnerships &
connections
  E...
Problems & Considerations
Random
project
selection
Mint needs to turn
offers down due to:
  The unexpectedly large
amount...
Consequences
6 No clear understanding of USP
Flat penetration in multiple industries
Inability to develop
significant expe...
Diverse Nature of the
Digital Agency Industry 	
  
Necessity of a
better defined
target market
Diverse nature
Of digital a...
Core Values
Speed
Creativity
Customer
Engagement
Flexibility
4D2L
Positioning Statement
‘‘
’’
is a fresh, fast, and fun
digital development studio
that designs creative
and tailor-made sol...
Target Markets
Industries Speed Customer
Engagement
Creativity Flexibility
Total
Advertising 4 5 5 3 17
Fast-Moving Consum...
Advertising Industry
Market
Attractiveness
Digital Ad Spend
Market Size	
  
	
  £0.20	
  	
  
	
  £5.42	
  	
  
	
  £-­‐	
...
Advertising Industry
Opportunities
for Mint
  Opportunity to respond
to the demand from the
advertising industry
  Oppor...
Day 1
•  Sketch UX
•  Begin coding
Day 2
•  Continue coding
•  Begin visual design
Day 3
•  Continue coding
•  Apply visua...
Offerings	
  
Sugges4on	
  1	
   Sugges4on	
  2	
  
Incorporate	
  4D2L	
  to	
  exis4ng	
  
services	
  
•  Hard	
  deadli...
Benefits	
  
•  Stronger	
  range	
  of	
  service	
  
offerings	
  
•  Align	
  with	
  future	
  transiQoning	
  	
  
•  I...
4D2L
Process
Core Offerings
•  Website Design
•  UI Design
•  Website
Development
4D2L
Process
1 2
•  Mobile Optimized Sit...
Proposed Marketing Strategy
Targeting
Marketing
Strategy
Diverse
segments
‘Strategic’
minefield
B2B
Approach
Marketing Tools & Implementations
IMC
Generic
Tools &
Messages
Personalised
Unified
Message
Marketing
Team
Online
Marketin...
Marketing Team
 Strategy and plan setting
 Utilising marketing tools
 Cooperating with other
 departments
Internal Mar...
Online Marketing
Company	
   Facebook	
   TwiPer	
   LinkedIn	
   Blog	
  
Mint	
   -­‐ 	
  125	
  likes	
  
-­‐ 	
  Not	
...
Online Marketing
Content
Marketing
Suggestions
 Portfolio
  Catalogue of
offerings
  R & C
  VDO
Online Marketing
Made By Many
Example:
VDO on the website
Events
Press Release
Conclusion
 	
  Positioning : emphasis on core
values
 Offerings : 4D2L work process
applied to other existing services
...
Thank You
Q&A
Additional Information
Market Trends & Opportunities
Continuously Growing !
18.7% 40% ⅓growth in
UK digital fee income
faster
than ad agencies
of...
Advertising Industry
Market
Attractiveness Client’s Needs
-
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
20.00
2011 2...
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Digital agency positioning

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A presentation on possible positioning for a small digital agency.

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Digital agency positioning

  1. 1. CONSULTING   i @PROJECT   How should Mint Digital position itself in the market ‘ ’ CP10 Imperial College
  2. 2. Presentation Overview Offerings Current Situation Core Values Key Problems Suggestions Current Business Model Positioning Statement Target Market Marketing Strategy
  3. 3. Current Business Model Client Projects Internal Projects 70 % 30 %
  4. 4. Future Direction 6months Client Projects Internal Projects
  5. 5. Client Projects £     Predetermined timeframe and deadline   Customer engagement   Clear task allocation   High quality working prototype by the end of day 4   Predetermined budget: £20000 - £40000 4D2Lprototyping programme Web product development   Diverse projects   Usually engage a particular community   Strong social network element   Charged on a daily rate: £850 - £950
  6. 6. Minefield approach F2F interactions & WoM Scope   Team of creative employees   Strategic partnerships & connections   Experience   Commercial awareness   Technical expertise Business Scope   Large variety of industries   Diversity both in projects and in clients Marketing Strategy Resources & Capabilities
  7. 7. Problems & Considerations Random project selection Mint needs to turn offers down due to:   The unexpectedly large amount of clients   Insufficient time and resources Mint suffers from a lack of clients
  8. 8. Consequences 6 No clear understanding of USP Flat penetration in multiple industries Inability to develop significant expertise knowledge Inability to identify a common behavioural pattern among clients No customised marketing message
  9. 9. Diverse Nature of the Digital Agency Industry   Necessity of a better defined target market Diverse nature Of digital agency industry Then how do we go about it ? VS   ‘‘ ’’
  10. 10. Core Values Speed Creativity Customer Engagement Flexibility 4D2L
  11. 11. Positioning Statement ‘‘ ’’ is a fresh, fast, and fun digital development studio that designs creative and tailor-made solutions via rapid and iterative testing, all while involving clients every step of the way.
  12. 12. Target Markets Industries Speed Customer Engagement Creativity Flexibility Total Advertising 4 5 5 3 17 Fast-Moving Consumer Goods 5 3 5 4 17 Media &Telecommunications 4 4 3 5 16 Technology (Software & Web) 3 4 5 4 16 Retail & Fashion 3 4 3 4 14 Travel & Leisure 2 3 4 3 12 Government & Non-profit 2 4 3 2 11 Education 2 3 3 2 10 Publishing 3 3 2 2 10 Healthcare 2 4 1 2 9 Financial Services 2 2 1 1 6
  13. 13. Advertising Industry Market Attractiveness Digital Ad Spend Market Size    £0.20      £5.42      £-­‐          £1.00      £2.00      £3.00      £4.00      £5.00      £6.00     2002   2012   100% Total Advertising agency: 13,437 57% agencies outsource digital work: 7,659 47% outsource to other digital agencies: 3,599 *h<p://www.iabuk.net/about/press/archive/uk-­‐adspend-­‐hits-­‐17bn-­‐in-­‐2012-­‐the-­‐first-­‐Qme-­‐since-­‐2007   **h<p://econsultancy.com/uk/blog/10844-­‐agencies-­‐increasingly-­‐reliant-­‐on-­‐outsourcing-­‐for-­‐digital-­‐work-­‐new-­‐research
  14. 14. Advertising Industry Opportunities for Mint   Opportunity to respond to the demand from the advertising industry   Opportunity to utilise the design capability & technology to develop creative digital content Client’s Needs   Creativity: outsource  Flexibility: broad client base   Customer engagement: mutual understanding   Speed: strict deadline
  15. 15. Day 1 •  Sketch UX •  Begin coding Day 2 •  Continue coding •  Begin visual design Day 3 •  Continue coding •  Apply visual design Day 4 •  Finish coding •  QA •  Launch 4D2L   Speed Creativity Customer Engagement Flexibility 4D2L
  16. 16. Offerings   Sugges4on  1   Sugges4on  2   Incorporate  4D2L  to  exis4ng   services   •  Hard  deadline   •  Client  interacQon     •  Experience  learning     •  E.g.  PwC’s     -  Digital  Change   Accelerate  Team   Improve  on  work  process   •  Well-­‐defined  budget  and   deliverables   •  Responsible  manager,   communicator  with   creaQve  project  team  
  17. 17. Benefits   •  Stronger  range  of  service   offerings   •  Align  with  future  transiQoning     •  Increase  client’s  saQsfacQon   •  Be<er  Qme  and  project   management   Offerings  
  18. 18. 4D2L Process Core Offerings •  Website Design •  UI Design •  Website Development 4D2L Process 1 2 •  Mobile Optimized Site Design •  Mobile & Tablet App Design •  Development •  Gaming +   •  Based on client requirements •  Applicable to web, mobile and other digital products •  Prototyping •  Software development •  Design 3    Cross-­‐device   opQmisaQon     Customized  Service   Web  Service   Mobile/Tablet  Service   Full  Service  
  19. 19. Proposed Marketing Strategy Targeting Marketing Strategy Diverse segments ‘Strategic’ minefield B2B Approach
  20. 20. Marketing Tools & Implementations IMC Generic Tools & Messages Personalised Unified Message Marketing Team Online Marketing Events Press Release
  21. 21. Marketing Team  Strategy and plan setting  Utilising marketing tools  Cooperating with other  departments Internal Marketing External Marketing  Finding new clients  Customer Relationship Management (CRM)  Personal selling and pitching
  22. 22. Online Marketing Company   Facebook   TwiPer   LinkedIn   Blog   Mint   -­‐   125  likes   -­‐   Not  up-­‐to-­‐date   -­‐   No  posts   -­‐   3763  followers   -­‐   Updates  regularly   -­‐   Few  interacQon   -­‐   No  products   listed   -­‐   No  content   posted   AcQve   Ideo   -­‐   59,046  likes   -­‐   1185  talking  about   -­‐   Updated  almost  every   weekday   -­‐   21,468  followers   -­‐   Updated  regularly   -­‐   Many  interacQons   -­‐   No  services   listed   -­‐   Content  posted   AcQve   Made  by   Many     -­‐   1002  likes   -­‐   4  talking  about   -­‐   Not  updated  daily  back  then   -­‐   Seems  to  be  twi<er  tags   -­‐   21,468  followers   -­‐   Updated  regularly   -­‐   Few  interacQons   -­‐   Products  and   services  listed   -­‐   No  content   posted   InacQve   Huge  Inc.   -­‐   16,612  likes   -­‐   185  talking  about   -­‐   Updated  couple  Qmes  per   week   -­‐   26,527  followers   -­‐   Updated  regularly   -­‐   Some  interacQons   -­‐   Products  and   services  listed   -­‐   Content  posted   InacQve   Frog  Design   -­‐   13,048  likes   -­‐   64  talking  about   -­‐   434,959  followers   -­‐   Updated  regularly   -­‐   Some  interacQons   -­‐   No  products   listed   -­‐   Content  posted   AcQve  
  23. 23. Online Marketing Content Marketing Suggestions  Portfolio   Catalogue of offerings   R & C   VDO
  24. 24. Online Marketing Made By Many Example: VDO on the website
  25. 25. Events Press Release
  26. 26. Conclusion    Positioning : emphasis on core values  Offerings : 4D2L work process applied to other existing services  Marketing : effective tools to communicate with clients  Target market : high demand for Mint’s values
  27. 27. Thank You Q&A
  28. 28. Additional Information
  29. 29. Market Trends & Opportunities Continuously Growing ! 18.7% 40% ⅓growth in UK digital fee income faster than ad agencies of all communication spending Offering Opportunities Mobile & Cross-Device Platform Content Strategy & Marketing
  30. 30. Advertising Industry Market Attractiveness Client’s Needs - 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00 20.00 2011 2012 2013 2014 Digital Ad Spend Non digital Ad Spend   Creativity: outsource   Customer engagement: high   Speed: strict deadline

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