This document discusses marketing challenges and opportunities. It begins by explaining that marketing challenges help teams meet goals while achieving social value. Challenges differ from traditional training by applying insights to real-world briefs. Working on live briefs can heighten perception of achieving results and developing priority and time management skills. The document then lists specific marketing challenges and opportunities for analysis, such as bridging sales and marketing gaps. It provides a framework for opportunity analysis involving customer, company, technology, and competition factors. Key areas for identifying unmet customer needs and selecting target customers are outlined. The document concludes by discussing assessing advantages, resources, technology readiness, and overall attractiveness.

1. MARKETING
CHALLENGES AND
OPPORTUNITIES

2. WHAT IS MARKETING
CHALLENGES:
 We face marketing Challenges, which help
marketing teams to meet their talent
development goals while achieving breakthrough
social value for inspiring causes.
 The process of the Challenge is different to
traditional training programmes in that there is an
immediate opportunity to apply the insights
generated by the training in conditions that
replicate in a compressed amount of time the
conditions that marketing planning is actually
carried out in – i.e. conditions of a live real-world
brief, among colleagues, in a complex business
environment of risk, uncertainty and calculated
probabilities.

3. WHAT IS MARKETING
CHALLENGES:
 The process of working on a live brief outside
of the usual routine can heighten a marketer’s
perception of how they can best achieve
positive results. Addressing the challenges that
are associated with working on a new project
against the clock develops an ability to
prioritize key insights and push through to
achieve demanding objectives. And the process
of reflecting on the experience and extracting
fresh learning from it is a key enabler for
integrating the benefits of the programme into
the day-to-day working routine.

4. MARKETING CHALLENGES:
* Bridging the gap between your sales report and
your buyer.
* The problem when knowledge isn’t shared.
* Do you provide a one-size-fits all approach?
* What is time worth?
* It’s about the quality and not the quantity.
* Bad leads or bad lead follow up.
* Talk about the problem first and not the solution
first.
* How the business suffers when the sales and the
marketing aren’t on the same page.
* Keeping your sales and marketing team
accountable.

5. MARKETING CHALLENGES:
* Do you have a repeatable sustainable profile for
success?
* Do you really know what’s working and what isn’t
in your sales, marketing and product areas?
* Is your company message on target?
* Why your marketing team is failing?
* Is your sales team focused on the right target
market?
* It’s not about the quantity of content you provide
off, it’s all about quality.
* As head of marketing how do you know what’s
working and what isn’t?
* Don’t shoot the messenger?

6. MARKETING CHALLENGES:
* Bridging the sales and marketing
disconnect is not easy task.
* Why there is a sales and marketing
chiasm?
* Are office politics, silos and turf war
killing your sales?
* Are you keeping up with your content?

8. Marketing Opportunity Analysis is a tool to
identify and assess the attractiveness of
business opportunity.
The opportunity analysis in the market space in
the networked economy is unique as compared
to the traditional sectors for the following
reasons:
• Competition occurs across industry boundaries rather than
within industry boundaries.
• Competition occurs between alliances of companies rather
than between individual companies.
• Competitive developments and responses are occurring at an
unprecedented speed.
• Unique ways to bring value to consumers and change
behavior.
• Industry Value Chains and Value Systems are rapidly being
reconfigured.

9. Marketing Opportunity Analysis
Framework:
1. Identify Unmet and/or Underserved
Customer Needs.
2. Identify the specific customers a
company will pursue.
3. Assess advantage relative to
competition.
4. Assess the company’s resources to
deliver the offering.
5. Assess market readiness of
technology.

10. Key Environments and the
“Sweet Spot” for Marketing
Opportunity:
CUSTOMER COMPANY
TECHNOLOGY COMPETITION
“Sweet Spot”

11. How to Identify
Unmet/Underserved Customers
Needs:
• What is the ideal experience the customer wishes to
receive both functionally and emotionally? How does it
vary step-by-step in the activity?
• How closely does the actual experience compare to the
customer’s view of the ideal? What are the key
frustration points? What compensating behaviors do we
observe (i.e., what actions does the customer engage in
to overcome these frustrations)?
• Does the experience customers seek vary according to
their environment?
• What are the customer beliefs and associations about
carrying out this activity (buying process)? How do they
view their relative competence and role? How positively
or negatively do they view the current set of company
offerings?
• What barriers block some or all participation by
potential customers?
• What are the online opportunities to enhance or
transform the customers‘ experience?

12. Consumer Buying Process:
Postpurchase
Evaluation
Problem
Recognition
Information
Gathering
Purchase
Decision
Satisfaction
PrepurchasePurchase
Loyalty

13. How to Identify Specific
Customers:
• Geographic: Divides into different geographical units (Country, city,
size, density, etc.)
• Demographic: Divides on the basis of demographic variables (Age,
gender, occupation, ethnicity, income, family status, life stage)
• Firmographic: Divides on the basis of company-specifics variables
(Product lines company size, departments)
• Behavioral: Divides based on how customers actually buy and use
the product (Online & offline shopping, brand loyalty, prior purchases, etc.)
• Occasion: Divides based on the situation that leads to a product
need, purchase, or use (Routine occasion, special occasion, time,
location, event, trigger, etc.)
• Psychographic: Divides based on lifestyle or personality (Affinity,
social class, AIO-Activities/Interests/Opinions, etc.)
• Benefits: Divides based on benefits or qualities sought
(Convenience, economy, quality, ease of use, speed, information,
selection, etc.)

14. How to Assess Relative
Advantage:
 Direct Competitors
 Competitor mapping to selected
 Indirect Competitors:
• Substitute Producers
• Adjacent Competitors

15. How to Assess the Company’s
Resources to Deliver:
*Company Resources - Men, Materials,
Money, Methods.
*Resource systems:
*Customer-facing
*Internal
*Upstream
*Partners:
*Complementary partners
*Capability partners

16. How to Assess Market
Readiness of Technology:
* Technology Vulnerability
* Technology Adoption
* Impact of technologies

17. How to Assess
Opportunity Attractiveness
Customer and Market Dynamics:
• Unconstrained Opportunity
• Segment Interaction
• Growth Rate
• Market Size
• Profitability

18. THANK YOU
 FROM
 K.PRASANNA VENKATESAN
