Develop new market for product

REDEFINING
THE
STRATEGIES
CREATE BRAND MARKET
www.creatingdemand.org Copyright 2012-2013 Presentation by: Sachin Bansal
DEVELOP NEW
MARKETS FOR
PRODUCTS
By
Sachin Bansal

R e e n g i n e e r i n g i s
R E I N V E N T I N G t h e
enterprise by challenging its
existing doctrines, practices
and activities
Innovatively redeploying its
c a p i t a l a n d h u m a n
r e s o u r c e s i n t o c r o s s
functional processes.
Optimize the organization
competitive position, its
value to share holders and
its contribution to society.
The only strategy for survivalRE- ENGINEERING
DEVELOP NEW MARKETS FOR PRODUCTS

MARKETING - A PARADIGM SHIFT
OLD
Our customer focus was govt. Inspectors and
we developed skills in tackling bureaucracy
and the oﬃcials thereof.
We were in sellers market and hence never
cared about the customer.
Quality was last of our concern as we had to
face no international threat.
Marketing was a process of distribution
strategy coupled with pricing.
Sales guys were only a link in the chain.
NEW
Our customer focus is market place both
national & international, with the associated
change in our outlook.
We are in a buyers market, so customer
becomes the most important factor
Quality becomes paramount today.
Marketing is today everything, from product
positioning, pricing, advertising, segmentation,
selling, promotion, after sales service and pre
sales assistance. In short partnership with the
customer.
Field sales groups are the most important
element in the era of relation ship market.

MARKETING - A PARADIGM SHIFT
Old
Ravel in a fixed non changing market place.
Product and not people are important.
Information was given least importance.
High tariﬀ barriers protected our market from
international competition.
Customer changed his ways to adopt to the
products
Customer had least importance in the value
chain.
NEW
Change is the only constant. So adapt and
create flexible systems.
People and not products are paramount. So
facilitate team work and empower.
Today in this information exploration era,
information is everything.
Thriving in open competition is a matter of
survival today
Customer had a choice today and accepts a
product for the value it adds to his process.

•  Reinvent our customers
•  Change our total mind set
•  Add customer value
•  Identify core competency
•  Dump products & business which outlived their
times
•  Identify & develop niche markets
•  Create distinctive long term competitive positions
•  Invest in raising company competitive position
TO SURVIVE IN THE NEW ERA,
WE NEED TO :

Do not take customer for
granted
Look at his new needs,
opportunities and try to
adapt
Recognize changing
needs.
Ask - why does he buys
the product ?
RE-INVENT OUR CUSTOMERS ;

Move away from the comfort zones created
by years of protection
RECOGNIZE
•  The customer has a choice
•  Competition is more severe than ever
before.
ACCEPT IT !
Look at long term gains instead of short
term market exploitation
Move from opportunism to strategy
Insist on quality
CHALLENGE THE MINDSET,

Problem - solving services add value to
products
Segmenting according to users needs
Customizing
Customer education
After sales service
ADD CUSTOMER VALUE :

MAJOR EFFORTS & EXPENSE :
Image building on a unrelated
product or service
Gaining customer confidence
IDENTIFY CORE COMPETANCY AND DEVELOP ON IT

RECOGNIZE
OBSOLESCENCE
&
act
RUTHLESSLY
Dump products & Business which have outlived
their times.

IDENTIFY & DEVELOP NICHE MARKETS
DEVELOP
your
NICHE MARKETS
&
STRIVE TO ACHIEVE
EXCELLENCE

DEVELOP NEW
MARKETS
COMPETE ON
DIFFERENTIATION
CREATE DISTINCTIVE LONG TERM COMETITIVE POSITIONS

INVEST IN RAISING COMPANY COMPETITIVE POSITION
DEVELOP
your
NICHE MARKETS
&
STRIVE TO ACHIEVE
EXCELLENCE

CONCLUSION
•  Reengineer your organization structures and
processes
•  Recognize, globalization has come to stay
and change
•  Customize to your products to add customer
value
•  Develop emphasis on relationship marketing
•  Identify niche markets and develop
unconventional methods to satisfy them –
diﬀerentiate
•  Internationalize

Reputation to overall gains
Strategically connected with clients, engaging and
involving them:
• How to get closer to customers?
• To build brand awareness and enhance loyalty?
• To position new products and services for the effective
market penetration?
• To fulfill what customers really desire?
Specialties
Brand Strategy, business entry & planning, product
development, internet marketing, trade distribution,
public private partnerships, sustainable tourism
management and investment promotion.
Crafting, Operationalizing and
Implementing Growth
Strategies to maximize
opportunities in emerging
geographies;
experience as my strong
resource and capability
Sachin Bansal

SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
www.creatingdemand.org
facebook.com/creatingdemand
DELHI LONDON MELBOURNE NEW YORK ITALY

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