1. Paul Writer
Overview of Advisory Services
Photo Courtesy Agustin Ruiz, Flickr
Wednesday 23 December 2009

2. About Us
✤ Paul Writer is an advisory firm that helps define Paul Writer is founded by Jessie Paul,
your marketing, branding and communications considered an expert in brand
strategy. internationalization and frugal marketing. In
2009, Jessie published No Money Marketing,
✤ We provide frameworks, processes, expert Tata McGraw-Hill’s fastest selling
support, and creative insights to enable you to professional book on marketing.
translate who you are into a cohesive marketing
plan. As Chief Marketing Officer of Wipro’s IT
business and as Global Brand Manager at
✤ Paul Writer brings expertise on marketing Infosys, she has been recognized for her
innovations across the spectrum of offline and contribution towards putting the Indian IT
online to reposition and communicate brand industry on the global map.
values in a frugal, yet effective manner.
With over 15 years in services marketing,
including a stint with Ogilvy & Mather, Jessie
✤ Services offered are
has been named one of the most influential
✤ Marketing Strategy Design business women in India. She runs a popular
blog on marketing and was India’s first CMO
✤ Marketing Strategy Implementation Review on Twitter.
✤ Professional Development for Marketing
✤ Build-Operate-Transfer of the marketing
function
Wednesday 23 December 2009

3. Because the purpose of business is to create a
customer, the business enterprise has two -and
only two - basic functions: marketing and
innovation. Marketing and innovation produce
results; all the rest are costs. Marketing is the
distinguishing, unique function of the business.
- Peter Drucker
The Marketing Strategy
Wednesday 23 December 2009

4. Discovery Position Expression Action
Building the Marketing Strategy
•Marketing is about making
Discovery Position Expression Action
yourself relevant in the
market-place Where are we How do we Creating and Sustaining and
today? want to be delivering our measuring our
! Baseline current perceived? brand promise brand presence
Perceptions ! Based on ! Articulating the over time
•We need to understand through brand
audit
company
vision, brand
manifestations
of the attributes
! Go to market
strategy
both what we want to be and ! Current state of attributes
! Identifying the ! Translating this to
client mining ! Identifying a channels for each identified
what the customer wants us ! Map the di!erentiated communicating segment, as a
competition position to stakeholders marketing plan &
to be landscape/ ! Defining our calendar
mindscape priorities – ! Auditing &
! Strategic Intent o!erings, Calibrating
of the CEO customers, against identified
• Once a unique position has regions, metrics
industries
been identified, marketing
communicates this to the eco-
The Writer’s Way: Paul Writer’s Approach to Marketing Strategy
system in a compelling
manner
Wednesday 23 December 2009

5. Discovery Position Expression Action
Discovery
Mature Champions
high
Relative Marketshare
•Where are you placed in the
Relative Position Matrix?
Stragglers Upstarts
low
•What do your customers
think of you? Is this aligned low high
with your aspirations? Relative Growth Rate
Paul Writer’s Relative Position Matrix TM
Quadrant Approach
•How relevant,
Address many with one offering, or has a
differentiated, and unique are Champion broad offering set. Aggressive stance to
defend territory
your offerings?
Need to rejuvenate value proposition. Gain
Mature marketshare by addressing champion’s
weaker markets
•What are the segments you
Superior value proposition, focus on rapidly
operate in? Upstarts increasing marketshare before champions
react to the new model.
Become a niche player, build a
Stragglers specialization. Address new markets.
Wednesday 23 December 2009

6. Discovery Position Expression Action
Positioning WHY NOT BUY DIFFERENTIATORS
Strategy
SOMEONE ELSE?
This is the one attribute which
differentiates the brand from the other
firms.
VALUE ADDERS – CUSTOMER BENEFITS
WHY BUY These are benefits that your clients appreciate and which not everyone in the
ME? industry offers.
These would be the answer to the “Why buy me?” question.
TABLE STAKES
Derived from a gambling term, it means the basic offering/customer benefits
required to play in that industry.
✤ What is the space you can own in the mind of the WHO AM I?
customer? It is very difficult (and expensive) to
dislodge an incumbent. What differentiates your
offering? SATISFICERS
Elements which are indispensable and without which you cannot attract clients.
✤ Positioning begins with clear, definitive answers to
Paul Writer’s Branding House TM
✤ Who am I?
✤ Why buy me?
✤ Why not buy someone else?
✤ The output of this exercise is Paul Writer’s proprietary
Vision
Branding House Environment
People Input Core Output Community
Elements Service Impact
Do you have the better mousetrap, better cheese, or
Surround
Surround
✤ Delivery Facilities Attributes Investor
both? Your position can be built around core or Price
Returns
surround branding depending on your assets and Country of origin Industry
Development
strategic intent. Executive
Management
Corporate Core
✤ The output of this exercise is the Core-Surround Attribute Governance
Map Elements that are directly related to service performance
Service Delivery Quality Business
Process Benefits
Paul Writer’s Core-Surround Attribute Map TM
Wednesday 23 December 2009

7. Discovery Position Expression Action
Expression: Marketing Plan
Levers Channels Goals
•• Executive
Executive • Thought
+
Branding
Branding 1. Become the thought
=
Leadership
leader
•• Pricing
Pricing 2. Become the face of
• Public Relations
the industry
✤ Prioritizing the brand levers •• Country of
Country of
Origin
Origin • Awards 3. Pride of ownership
•• Sustainability
Sustainability • Online Presence
✤ Prioritizing the brand channels
Sample Brand Map
Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009
✤ Defining the marketing eco-system
Government
Analysts Friends &
Family
Employees
✤ Defining the marketing outreach plan Other
Customers
Journalists
Buyer Sales
Consumer
Guides
Trade
Consulting Associations
Companies
Buying Expert
Advisors Users
Academics Bloggers
Sample Marketing Ecosystem
Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009
Wednesday 23 December 2009

8. Discovery Position Expression Action
Action
1. 2. 3. 4. 5. 6. 7.
Awareness Media Influencer Customer Thought Collateral Prospect
Relations Relations Mining Leadership Mining
✤ Defining a marketing plan with Positioning Blueprint
Events calendar
clear action items Account Based Marketing
Regional marketing plans
Executive Branding
Thought leadership
✤ Establishing the delivery Standardize collateral & vendor
network
network for marketing CRM Program
Influencer Relations
Q1 Q2 Q3 Q4
9
Sample Activity Outline
Media Relations
✤ Setting metrics and benchmarks No. Topic Anchor Publication or Event
1 Customer Research Ravi Rao ZD Net
2 Partnership Announcement Laksmi Devi Voice & Data
3 Client Win Shibu George BS, CNBC, HT, PTI
4 Quarterly Results John Smith EDN.com
May 2010 June 2010 July 2010
Customer Research
Partnership Announcement
Client Win
Quarterly Results
Sample Quarterly Media Calendar
Wednesday 23 December 2009

9. Unless a variety of opinions are laid
before us, we have no opportunity of
selection, but are bound of necessity to
adopt the particular view which may
have been brought forward
- Herodotus, 5th century BC, Greek
historian
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Interventions
Marketing Strategy & Implementation Depth Reviews
Wednesday 23 December 2009

10. Interventions
Friends & Other Customers
Family Government
Sourcing Industry
Advisors Associations Analysts Journalists
high
Consulting Expert
Firms Users
Employees
Influence
Consumer
Reports
Academics
Internet
low
Pundits
✤ Paul Writer offers depth reviews to assess current
marketing effectiveness and to brainstorm on ways
to enhance it. low high
Reach
Prioritization - Reach vs Influence
✤ Structured as workshops, these interventions can Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009
help in bringing fresh perspective, creative insights,
and industry best practices to the marketing
Virtual Worlds
programs
Other Networking
Websites Forums
✤ Areas covered are: Primary Web
Presence
Search Online
Engines Updates Promotions
through Social
✤ Marketing strategy RSS,
Twitter
Networking
Multimedia
Sharing
Portals
✤ Solutions Differentiation
✤ Customer Outreach
Offline
Promotion
✤ Online & Offline Communication Programs
Online Roadmap
Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009
Wednesday 23 December 2009

11. All men can see these tactics
whereby I conquer, but what none
can see is the strategy out of
which victory is evolved.
- Sun Tzu
Photo Courtesy Kevin Dooley, Flickr
Build-Operate-Transfer
Wednesday 23 December 2009

12. Build-Operate-
Transfer
Discovery Position Expression Action Transfer
✤ Build:
Where are we How do we Creating and Sustaining and Building Internal
today? want to be delivering our measuring our Capability
! Baseline current perceived? brand promise brand presence ✴Define Marketing
Perceptions ! Based on ! Articulating the over time Organization and
✤ Creating the annual marketing plan, executing through brand company manifestations ! Go to market assist in recruitment
audit vision, brand of the attributes strategy
the Discovery, Positioning and Expression ! Current state of attributes
! Identifying the ! Translating this to ✴Develop Execution
client mining Network leveraging
exercises ! Map the
! Identifying a
di!erentiated
channels for
communicating
each identified
segment, as a external & internal
position to stakeholders marketing plan & capabilities
competition
landscape/ ! Defining our calendar
✴On-the-job training
mindscape priorities – ! Auditing & to ensure alignment
o!erings,
✤ Operate ! Strategic Intent
customers,
Calibrating
against identified
of the CEO ✴Monthly Review
regions, metrics
industries Sessions
✤ Manage the execution of the marketing action BUILD OPERATE TRANSFER
plan through a dedicated virtual marketing
office
✤ Transfer BUILD PLAN
OPERATE PLAN OPERATE &
Wk 1-4 THROUGH VIRTUAL CMO
OFFICE INDUCTION
✤ Define the marketing organization structure,
Wk 4-24 Wk 24-28
role definition, assistance in recruitment of
CMO, on-the-job training, monthly coaching CMO RECRUITMENT COACHING
sessions Wk 16-28 Wk 28-36
Wednesday 23 December 2009

13. What is right for you?
✤ Marketing Strategy
✤ Every 1 to 3 years to ensure that there is alignment between what you sell and what customers buy
✤ New product and service introductions
✤ New market entry - either country or industry - must be preceded by a positioning exercise
✤ To create an annual marketing calendar
✤ Marketing Interventions
✤ Optimize the marketing plan
✤ Get a structured baseline in place, with a strategic review
✤ Add a specific program to the marketing mix
✤ Build - Operate - Transfer
✤ Ideal for setting up the marketing department either globally or for India
✤ Suitable for smaller firms that do not require a full-fledged marketing team immediately
Photo Courtesy Kevin Dooley, Flickr
Wednesday 23 December 2009

14. Unless commitment is made,
there are only promises and
hopes... but no plans.
Peter Drucker
Photo Courtesy Jesslee Cuizon, Flickr
Engagement Models
Wednesday 23 December 2009

15. Engagement Models
✤ Consulting Service Units
✤ Minimum block of 3 days. Can be used across workshops, evaluation/brainstorming of specific programs,
training. Ideal for short engagements.
✤ Retainer
✤ 5 consulting days per month, minimum commitment of 3 months.
✤ Can be applied across marketing strategy and plan creation, workshops, evaluation/brainstorming for specific
programs, webinars
✤ Build-Operate-Transfer
✤ Structured either as a retainer across a 9 month BOT engagement, or as payment for each phase of BOT
✤ Includes marketing strategy+plan creation, operation through Paul Writer Innovation Network (P-WIN) for 6
months, helping structure & recruit the marketing team, booster sessions for 3 months. P-WIN is a high quality
network of best-of-breed service providers who help execute the marketing plan as per defined metrics.
Wednesday 23 December 2009

16. Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and
operational management. A trusted advisor of the
estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me
and let me help you”
Thank You
jessie@paulwriter.com
Skype: jessie_paul
twitter.com/jessie_paul
312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India
The frameworks and concepts in this discussion are elaborated in No
Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009.
Please visit www.nomoneymarketing.org for more information
All rights reserved.
No portion of this presentation may be excerpted or reused without the author’s written permission Photo Courtesy Powru, Flickr
Wednesday 23 December 2009