Team Volare created a marketing strategy for Comintelli, a small B2B software company. Comintelli's current mission statement is brief and lacks clarity on its purpose. Team Volare suggested a new mission statement focusing on providing powerful information access solutions that value customers and excellence. They also set strategic goals to introduce a new low-cost software service to appeal to more customers, and target selling 5 licenses in 2012 and 100 in 2013.

1. Team Volare - Taking
Marketing Strategy to
New Heights
Group Assignment For Seminar 2
Daniel Thomasson
Marina Sundin
Mario Harkmaa
Pamela Cominetti
Mikael Fors

2. Table of Contents
1. Company Background Information
2. Comintelli’s Mission Statement
3. Current Marketing Efforts
4. Mission Statement Suggestion
5. Strategic Goals
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3. Comintelli Background Information
• Small B2B company, located in Kista
• Enterprise Access Software Provider
• Knowledge XChanger™
• Clients
– Large multinational companies
– AkzoNobel, Tetra Pak, TeliaSonera
• Large Investments, long sales cycle
• Product observations
– Expensive and complex
– Not for everyone
• How to reach those customers?
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4. Comintelli’s Mission Statement
• Brief, without clear idea about the
company’s purpose and mission
“Comintelli is a leading provider of
Conscious choice of the
Enterprise Information Access
founders not to narrow
Software”1
down the company’s
- Jesper Martell, CEO Comintelli scope and objective
• Implicit internal agreement on core
values (e.g., flexibility, quality,
customer focus)
• Need to update the current mission statement
1. http://www.comintelli.com/website/website.cfm?infoelementid=494
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5. Current Marketing Efforts
 Implicit notion of what their goals are, but
 No marketing guidelines
 Concern: How to attract a new market segment?
at the moment
Trade shows Word of mouth
Problem:
• Too product-oriented, they don't convey their value proposition to
customers
Levitt, T. (1960) Marketing Myopia, HBR, July-August, 50-65.
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6. Mission Statement Suggestion
“To provide
What we offer
powerful information access solutions
Our customer to efficiency-oriented enterprises
How we do business valuing reliability, excellence and
and what our
personal service.”
customers value
• Work in progress
• Powerful - strong and encouraging
• Statement captures customer values while providing guidelines to
employees.
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7. Strategic Goals
• Introduce service to appeal to new market
segment
– Intelligence2Day
Information filtering software offered as a service
Easy to use
Fast to set up
Low cost
• Targeted launch in mid-October 2012
Target result for initial period
2012 2013
Licenses 5 100
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8. Volare – Another successful marketing journey completed!
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