marketing strategy to identify market position, stakeholders and share of voice

1. Market Testing
By Andy Hughes
www.link2portal.com

2. Understand your market position
Unmet Need Met Need
New Existing
New solution Market/New Market/New
product product
definition definition
New Existing
Existing solution Market/Existing Market/Existing
product product

3. Market position (relative to business
setup costs and activities required)
New Replacement
Transition Substitution

4. Stake Holder Identification
• Identify top competitors
• Identify all potential stake holders in your
business.
• Suppliers
• Media outlets/advertising
• Client base
• Others

5. competitor analysis
• Use google to generate report on total “noise”
• Other sources relevant to business?
– Lay press
– Other activities?
• Gauge Market saturation

6. Report
• Research Share of voice potential.
• Total activity required to gain market share
• Cost of total activities
• Detailed marketing plan