Three lessons in practical marketingor Applying 4Ps in real-life situation<br />By Leo Exter <br />With many, many thanks ...
There really is NO “silver bullet”<br />
Clever is good… well-funded is better<br />
Marketing isn’tcomplex… it’scomplicated<br />
Oh, and…<br />Theoretical frameworks don’t mean               … <br />…without understanding that comes with experience<br />
Beginning of complexity: the small differences <br />
Company dominated by engineers and sales guys<br />
This is what I started with…<br />
State-of-the-art marketing<br />Taiwan 2004<br />
A bit of an eyesore really…<br />
11<br />We did develop better-looking stuff.  Eventually.<br />Now back to our story<br />
Trend: GPS moves into <br />Mainstream<br />Key consequence: women play more important role in buying decision<br />
Good Value for Money<br />Strong brand image, but one dimension only: <br />
Real problem, though:<br />30+ competitors<br />Same product<br />Same price<br />Same channel<br />
We chose to differentiate on<br />PROMOTION <br />Branding and more <br />SERVICE <br />Accessory sales<br />Repairs<br />
First, make sure men are convinced  <br />Coverage in all technical and automotive press (and Playboy)  <br />Online visib...
Second, do whatever else we can<br />Softer visual on package<br />… and that’s about it<br />Can’t get coverage <br />in ...
Our PRODUCT solution: Mio H610<br />Pretty, handbag-friendly – perfect for women!<br />
Key feature (according to media, at least):swappable cover<br />
PRICED to support high-end positioning<br />€ 399<br />Our mid-range best seller:<br />€ 299<br />Our entry-level product:...
PROMOTIONEpicenter:youngprofessionaltech-savvywomen<br />
Dedicated mini-site<br />
PR campaign with strong visuals and content<br />
Cosmopolitan<br />
POS materials<br />
It didn’t go well…So we did a bit more PROMOTION(limited budget)…<br />It still didn’t help.<br />Because our P(DISTRIBUTI...
Years later I found out that…<br />20,000 units of H610    ended up at an automotive parts discounter. <br />Next to Chine...
Lessons learned<br />More dimensions to marketing than you think: e.g. relationship with your sales guys <br />Remember og...
Don’t hesitate to ask questions!<br />leo.exter@westartup.eu<br />www.westartup.eu<br />@westartup<br />www.facebook.com/w...
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Three lessons in practical marketing, or applying 4 Ps in real-life situation

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Three absolutely crucial lessons about marketing I learned while launching a brand of GPS products across Europe

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Three lessons in practical marketing, or applying 4 Ps in real-life situation

  1. 1. Three lessons in practical marketingor Applying 4Ps in real-life situation<br />By Leo Exter <br />With many, many thanks to <br />
  2. 2. There really is NO “silver bullet”<br />
  3. 3. Clever is good… well-funded is better<br />
  4. 4. Marketing isn’tcomplex… it’scomplicated<br />
  5. 5. Oh, and…<br />Theoretical frameworks don’t mean … <br />…without understanding that comes with experience<br />
  6. 6. Beginning of complexity: the small differences <br />
  7. 7. Company dominated by engineers and sales guys<br />
  8. 8. This is what I started with…<br />
  9. 9. State-of-the-art marketing<br />Taiwan 2004<br />
  10. 10. A bit of an eyesore really…<br />
  11. 11. 11<br />We did develop better-looking stuff. Eventually.<br />Now back to our story<br />
  12. 12. Trend: GPS moves into <br />Mainstream<br />Key consequence: women play more important role in buying decision<br />
  13. 13. Good Value for Money<br />Strong brand image, but one dimension only: <br />
  14. 14. Real problem, though:<br />30+ competitors<br />Same product<br />Same price<br />Same channel<br />
  15. 15. We chose to differentiate on<br />PROMOTION <br />Branding and more <br />SERVICE <br />Accessory sales<br />Repairs<br />
  16. 16. First, make sure men are convinced <br />Coverage in all technical and automotive press (and Playboy) <br />Online visibility via social media <br />In-store presence<br />Training sales staff in channel<br />Promotions in through catalogues/folders<br />
  17. 17. Second, do whatever else we can<br />Softer visual on package<br />… and that’s about it<br />Can’t get coverage <br />in relevant media.<br />No relevant <br />social media<br />Features don’t matter<br />
  18. 18. Our PRODUCT solution: Mio H610<br />Pretty, handbag-friendly – perfect for women!<br />
  19. 19. Key feature (according to media, at least):swappable cover<br />
  20. 20. PRICED to support high-end positioning<br />€ 399<br />Our mid-range best seller:<br />€ 299<br />Our entry-level product:<br />€ 199<br />
  21. 21. PROMOTIONEpicenter:youngprofessionaltech-savvywomen<br />
  22. 22. Dedicated mini-site<br />
  23. 23. PR campaign with strong visuals and content<br />
  24. 24. Cosmopolitan<br />
  25. 25. POS materials<br />
  26. 26. It didn’t go well…So we did a bit more PROMOTION(limited budget)…<br />It still didn’t help.<br />Because our P(DISTRIBUTION) was wrong.<br />
  27. 27. Years later I found out that…<br />20,000 units of H610 ended up at an automotive parts discounter. <br />Next to Chinese-made tires.<br />
  28. 28. Lessons learned<br />More dimensions to marketing than you think: e.g. relationship with your sales guys <br />Remember ogres and onions?<br />Doing something well is not enough – you need budget to amplify<br />Fund it well or don’t do it at all<br />Any one thing done well doesn’t assure success<br />No silver bullets (well, maybe one if you’re Dropbox)<br />
  29. 29. Don’t hesitate to ask questions!<br />leo.exter@westartup.eu<br />www.westartup.eu<br />@westartup<br />www.facebook.com/westartup<br />

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