Marketing a Tech Product to a Non-Tech Savvy Audience
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Here are some early learnings from Kinnek, a B2B marketplace for small businesses to purchase equipment and supplies.
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The Importance of the NZ Technology Sector
The document discusses the importance of the technology sector in New Zealand. It notes that the global software market is over $450 billion and growing rapidly, but that New Zealand only has less than 1% of the global market. It outlines statistics on the size and growth of the New Zealand technology sector, including that it employs 40,000 people and accounts for 10% of annual export earnings. The chief executive of the NZICT Group advocates for the technology sector to lead New Zealand's economic growth and be the largest contributor to GDP by 2017.
Intuit final ppt
Intuit Inc. is a leading software company that develops financial and tax preparation software. It has a strong focus on R&D and developing products according to consumer needs. Intuit spends significantly on consumer research to understand how customers use their products and shifting needs. This allows them to continuously improve their products and build customer loyalty. After Microsoft discontinued its competing Money software, Intuit has the opportunity to become the clear market leader if it maintains its strategy of investment in research and innovation.
Intuit case study
Intuit Case Study presented by: Manu Pant
1. What is Intuit?
Intuit Inc. is an American software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals.
2. Founders: Scott Cook, Tom Proulx
3. Products:
• Turbo Tax
• Quickbooks, Quicken
• Mint
4. SWOT Analysis
• STRENGTH: user friendly products, Focus on R&D, loyal customers, Strong brand name, Presence in developing countries.
• WEAKNESSES: High R&D expenses, unable to expand in geographical market
• OPPORTUNITIES: Strategic acquisitions, New US Tax credit policy, focus on small businesses
• THREATS: Increasing competition, Less manufacturing distribution channels
5. Marketing Strategy: Focus on customer needs and satisfaction, Great focus on R&D, High wuality and innovative products
6. Market research: Process: Define problem->Develop research Problem-> collect information->Analyze information->present findings->Make the decision
7. Microsoft money vs Intuit Quickbooks:
• 1988- Quicken got popular
• Quick growth for Intuit
• Microsoft created Microsoft money
• Microsoft tries to buy Intuit for $2 billion
• Deal blocked by Justice Department.
• Microsoft has stopped its Microsoft money now!
8. Why are consumer research and design thinking so critical to Intuit’s success?
• Satisfied customer
• Promotion through social media
• Forecasting global trends
9. What are the challenges Intuit faces in the near Future?
• Meet customer needs
• Necessarily deliver quality products
• Great competition
• Protect legacy of quicken
10. How important are Intuit’s products for mobile devices?
• Saves time
• Cost benefit
• Increases production
11. Summary
12. Disclaimer
Intuit Case Analysis
Marketing Management Internship under Prof. Sameer Mathur.
INTUIT - develops and sells financial and tax solution software. Revolutionize people’s lives by solving their important business and financial management problems.
Quicken- best-selling finance product.
QuickBooks – a bookkeeping and payroll software.
TurboTax – a tax preparation software program.
Site Visit – learn about working environment of products by individual visits.
- Lab Study – tests new ideas and products by inviting consumers to labs.
- Remote Study – shows new designs to its consumers over internet
-On-going Extensive Research Study with the institute to learn for the future.
Increasing its presence on social networking sites like twitter, Facebook etc.
Blogging to drive business.
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Intuit inc marketing management case study
Intuit Inc. develops financial and tax software such as Quicken, QuickBooks, and TurboTax. Founded in 1983, Intuit focuses on small businesses, accountants, and individuals. The company revolutionized people's lives by solving important business and financial problems. Intuit uses extensive customer research to understand needs and develop easy-to-use products that create satisfied, loyal customers, leading to the company's success through word-of-mouth marketing.
Intuit
Intuit develops financial and tax preparation software for small businesses and individuals. Their products simplify finance and tax problems through easy-to-use design. Intuit recognizes that simplicity, not complex analysis, is key. They spend 20% of revenues on customer research to understand needs and improve products. Intuit aims to continue leading through innovative products that meet shifting consumer demands.
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The Importance of the NZ Technology Sector
The document discusses the importance of the technology sector in New Zealand. It notes that the global software market is over $450 billion and growing rapidly, but that New Zealand only has less than 1% of the global market. It outlines statistics on the size and growth of the New Zealand technology sector, including that it employs 40,000 people and accounts for 10% of annual export earnings. The chief executive of the NZICT Group advocates for the technology sector to lead New Zealand's economic growth and be the largest contributor to GDP by 2017.
Intuit final ppt
Intuit Inc. is a leading software company that develops financial and tax preparation software. It has a strong focus on R&D and developing products according to consumer needs. Intuit spends significantly on consumer research to understand how customers use their products and shifting needs. This allows them to continuously improve their products and build customer loyalty. After Microsoft discontinued its competing Money software, Intuit has the opportunity to become the clear market leader if it maintains its strategy of investment in research and innovation.
Intuit case study
Intuit Case Study presented by: Manu Pant
1. What is Intuit?
Intuit Inc. is an American software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals.
2. Founders: Scott Cook, Tom Proulx
3. Products:
• Turbo Tax
• Quickbooks, Quicken
• Mint
4. SWOT Analysis
• STRENGTH: user friendly products, Focus on R&D, loyal customers, Strong brand name, Presence in developing countries.
• WEAKNESSES: High R&D expenses, unable to expand in geographical market
• OPPORTUNITIES: Strategic acquisitions, New US Tax credit policy, focus on small businesses
• THREATS: Increasing competition, Less manufacturing distribution channels
5. Marketing Strategy: Focus on customer needs and satisfaction, Great focus on R&D, High wuality and innovative products
6. Market research: Process: Define problem->Develop research Problem-> collect information->Analyze information->present findings->Make the decision
7. Microsoft money vs Intuit Quickbooks:
• 1988- Quicken got popular
• Quick growth for Intuit
• Microsoft created Microsoft money
• Microsoft tries to buy Intuit for $2 billion
• Deal blocked by Justice Department.
• Microsoft has stopped its Microsoft money now!
8. Why are consumer research and design thinking so critical to Intuit’s success?
• Satisfied customer
• Promotion through social media
• Forecasting global trends
9. What are the challenges Intuit faces in the near Future?
• Meet customer needs
• Necessarily deliver quality products
• Great competition
• Protect legacy of quicken
10. How important are Intuit’s products for mobile devices?
• Saves time
• Cost benefit
• Increases production
11. Summary
12. Disclaimer
Intuit Case Analysis
Marketing Management Internship under Prof. Sameer Mathur.
INTUIT - develops and sells financial and tax solution software. Revolutionize people’s lives by solving their important business and financial management problems.
Quicken- best-selling finance product.
QuickBooks – a bookkeeping and payroll software.
TurboTax – a tax preparation software program.
Site Visit – learn about working environment of products by individual visits.
- Lab Study – tests new ideas and products by inviting consumers to labs.
- Remote Study – shows new designs to its consumers over internet
-On-going Extensive Research Study with the institute to learn for the future.
Increasing its presence on social networking sites like twitter, Facebook etc.
Blogging to drive business.
How conducting Market Research helped Intuit expand globally.
This is a case analysis of how Intuit, the financial and tax solution softwares provider, expanded globally on the basis of its marketing strategies driven by an in-depth Market Research and capturing of Marketing Insights.
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The document discusses emerging trends related to wireless technology and its impact on businesses. It notes that wireless has moved from being seen as unattractive to fueling innovation in many industries. It also highlights opportunities for businesses to leverage the mobile cloud, develop apps, and rethink their value chains for the new wireless era. However, many businesses still face challenges related to security, skills gaps, and measuring ROI when it comes to fully exploiting wireless.
Intuit inc marketing management case study
Intuit Inc. develops financial and tax software such as Quicken, QuickBooks, and TurboTax. Founded in 1983, Intuit focuses on small businesses, accountants, and individuals. The company revolutionized people's lives by solving important business and financial problems. Intuit uses extensive customer research to understand needs and develop easy-to-use products that create satisfied, loyal customers, leading to the company's success through word-of-mouth marketing.
Intuit
Intuit develops financial and tax preparation software for small businesses and individuals. Their products simplify finance and tax problems through easy-to-use design. Intuit recognizes that simplicity, not complex analysis, is key. They spend 20% of revenues on customer research to understand needs and improve products. Intuit aims to continue leading through innovative products that meet shifting consumer demands.
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The New Innovation Paradigm for the Digital Age: Faster, Cheaper and Open
How Iterate Studio helps multinationals embrace Open Innovation is featured in Capgemini Consulting's 8th Digital Transformation Review (Oct 2015), pages 44-50. Other topics include Machine Learning and AI (University of Oxford), Innovating through Open Data, Robotics, Intrapreneurship (by Telefonica), Innovation Centers (by Capital One), Frugal Innovation (University of Cambridge), and more. -- Digital Transformation Review 8th Edition, Capgemini Consulting ( https://www.capgemini-consulting.com/digital-transformation-review-8 )
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Technopreneurship refers to entrepreneurship in the field of technology. It involves the innovative application of technical science and knowledge by an individual or group to start a business and take on financial risk. Technopreneurs distinguish themselves through their ability to accumulate and manage knowledge to achieve business goals. Some examples of technopreneurship include high tech ventures in areas like ICT, electronics, and biotech, as well as technology-focused service firms like eBay, FedEx, and e-learning companies. Technopreneurs play an important role in destroying existing economic orders by introducing new products, services, and organizational forms.
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Carousel30: Big data for digital marketers
Carousel30's white paper that explains the most relevant aspects of big data for digital marketers.
It’s hard to read a blog, pick up a magazine, or have a conversation about business these days without the term “Big Data” coming up in some form or another. What it is exactly and how it relates to you as a digital marketer can be harder to determine. The purpose of this white paper is to talk about Big Data in terms that relate to marketing and advertising, and more specifically that relate to the digital marketer. There is much more information (or data, if you will) on this subject than this white paper allows, but the objective is to encourage further research and discovery on the areas of the subject that are most relevant to you and your current challenges within your organization or company.
Many of the references cited within this white paper provide deeper insights into specific aspects and we recommend reading them in their entirety, especially when they refer to areas of interest to you. We hope that this provides a good introduction to Big Data and is the beginning of a new step in the sophistication of your digital marketing and advertising efforts.
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills
In our ever-changing media landscape, coupled with increasingly powerful ePatient communities, a demand for new standards has arisen. As a result, Pharma [and in reality all marketers] must accelerate their skills in six key areas to separate their marketing communications, and become brand champions. Originally published in DTC Perspectives, March 2011.
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This document summarizes a presentation on innovation in entrepreneurship given by Bohitesh Misra. The presentation covers types of innovation, sources and barriers of innovation, and the importance of frugal innovation. It discusses how digital technology boosts frugal innovation through mobile phones and biometric authentication. Frugal innovation focuses on customer needs and offers more agile, customer-centric products at lower costs through simplification and minimum inputs.
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Marketing a Tech Product to a Non-Tech Savvy Audience
- 2. Millennialsarealltherage Marketers Are Spending 500% More on Millennials Than All Others Combined. AdWeek
- 3. Theyjustgetit They’re on their phones and laptops all day. They use technology in their personal lives and they work at startups (or want to, or know people who do).
- 4. 70% of the country’s disposable income will be controlled by adults age 50 or older by 2017. Nielsen-BoomAger Study Example: B2B equipment suppliers in the U.S. make $2.2 TRILLION dollars in sales every year. Whatabouteveryoneelse? 1. They are a significant segment of our population. 2. They are movers and shakers (a.k.a. decisionmakers and big spenders). 3. Figuring out how to reach them can unleash huge potential.
- 7. ATypicalKinnekSupplier ★ Company founded: 1984 ★ Job title: CEO ★ Size of company: 100 people ★ Familiar software: Quickbooks ★ Website quality: Poor ★ Communication with customers: Phone, email, in person ★ Customer acquisition strategy: Word of mouth, Trade shows, Print ads
- 8. 1.Startwiththebigpicture Put the product in context of sweeping shifts that are changing their way of living or doing business.
- 9. 2.Don’tAssumeAnything Explain the product thoroughly, building up from the ABCs.
- 10. 3.ApproachTheminfamiliarterritory If you are trying to disrupt trade shows, go to trade shows. We spoke to over 1000 new contacts at Craft Brewers Conference 2016 (in B2B, this is a lot!)
- 11. 4.Experimentwithnon-Digitalchannels Inform them in the way they are used to receiving information.
- 12. 5.Showthempeerswhogetit Competition is a great incentive. https://kinnek. com/supplier/casestudy/liquid-bottles- llc
- 13. 6.Usetheproductitselftoteachgoodbehaviors One of the most undervalued marketing channels is the product itself. In-product messaging through Intercom has open rates of over 80% and clickthrough rates of over 20% (as opposed to 30% and 10% respectively through email)
- 14. 1. Startwiththebigpicture 2. Don’tassumeanything 3. Approachtheminfamiliarterritory 4. Experimentwithnon-digitalchannels 5. Showthempeerswhogetit 6. Usetheproductitselftoteachgood behaviors
- 15. COMICRELIEF
Editor's Notes
- -explain Kinnek and our audience -explain our marketing structure -caveat: Kinnek is learning too (quantitative and qualitative)