Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
Steven geffen digital marketing strategy quirk textbook 5Steven Geffen
Steven Geffen: The essential Guide to Marketing in a Digital world. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action
How you communicate with clients, anticipate their needs, share insights of value, and keep enlightening them along the way — these elements require go-to-market execution just as much as introducing a new digital banking solution.
While the scope of a successful go-to-market execution strategy will vary, the following three essentials are critical:
• Client Focus – Which clients and prospects, industries and regions are you targeting, and why?
• Value – Do your products demonstrate measurable and direct value to meet clients' critical needs?
• Competition – Are your products, people and value proposition best in class?
Gone are the days when partners fought to establish their credentials with a large vendor. Today, it’s the vendors themselves who are under increasing pressure to ‘wow’ partners whom themselves can have multiple relationships with multiple tech companies. The good news is that we have a few ‘wow’ tricks up our sleeves, and can point to a proud track record of activating and empowering partners.
So what’s your ‘next best move’? Well, by downloading our eBook on you’ll find some useful insights, hints, and tips to get you started..
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
Steven geffen digital marketing strategy quirk textbook 5Steven Geffen
Steven Geffen: The essential Guide to Marketing in a Digital world. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action
How you communicate with clients, anticipate their needs, share insights of value, and keep enlightening them along the way — these elements require go-to-market execution just as much as introducing a new digital banking solution.
While the scope of a successful go-to-market execution strategy will vary, the following three essentials are critical:
• Client Focus – Which clients and prospects, industries and regions are you targeting, and why?
• Value – Do your products demonstrate measurable and direct value to meet clients' critical needs?
• Competition – Are your products, people and value proposition best in class?
Gone are the days when partners fought to establish their credentials with a large vendor. Today, it’s the vendors themselves who are under increasing pressure to ‘wow’ partners whom themselves can have multiple relationships with multiple tech companies. The good news is that we have a few ‘wow’ tricks up our sleeves, and can point to a proud track record of activating and empowering partners.
So what’s your ‘next best move’? Well, by downloading our eBook on you’ll find some useful insights, hints, and tips to get you started..
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docxrossskuddershamus
ARTWORK Markus Linnenbrink
HOWTOSURVIVE, 2012, epoxy resin
on wood, 13" x 17"
Spotlight
64 Harvard Business Review July–August 2014
SPOTLIGHT ON THE NEW MARKETING ORGANIZATION
Aditya Joshi is a partner at
Bain & Company, a leader in
the Customer Strategy and
Marketing practice, and the
head of the firm’s Marketing
Excellence area.
Eduardo Giménez is a
partner at Bain and a
member of the firm’s
Consumer Goods practice
in Europe, with a focus on
marketing organizations.
Decision-Driven
Marketing
Good decision processes break down silos
and improve performance. by Aditya Joshi
and Eduardo Giménez
Marketers have always had to build brands, create demand, promote sales, and help their companies earn custom-ers’ loyalty. But today’s turbulent environment means they must play critical new roles: They must be strate-gists, allocating scarce resources to support company priorities and increasing return on investment. They must be technologists, tracking and capitalizing on the most useful of the sophisticated technologies that are flooding their field. And they must be scientists, because the future of their business may not look much like the
HBR.ORG
July–August 2014 Harvard Business Review 65
requires a new mind-set for all the parties concerned
and a shared commitment to rethinking how deci-
sions are made and work is done. To be sure, some
companies will find that they need to consider orga-
nizational changes as well. But the decision perspec-
tive helps them establish a firmer foundation for any
restructuring and drives progress in the interim.
Typically, three categories of marketing-related
decisions cross organizational seams:
Strategy and planning decisions involve aligning
marketing goals with business and customer strat-
egies and aligning the priorities of marketing and
sales. These decisions typically address questions
such as:
• On which customer segments and product lines
should we focus marketing support?
• What is the optimal level of spending, and what
is the right allocation among vehicles and channels?
• What is the testing and learning plan?
Execution decisions, the marketer’s traditional
purview, are more challenging than they used to
be. A proliferation of marketing vehicles and digital
technologies has vastly increased the complexity of
creating and delivering messages and offers in an en-
vironment where ever-faster execution and relent-
less budget pressure are the norm. These decisions
include issues such as:
• Which product features should we highlight in
our marketing efforts?
• What incentives should we give customers to
get them to try or buy our offerings?
• What is the right mix of traditional and digital
marketing vehicles?
Operations and infrastructure decisions cover
all the new capabilities that are increasingly impor-
tant to marketing’s success. They address questions
such as:
• How will new marketing technologies and tools
be evaluated, boug.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Trade Promotion Optimization (TPO) can sharpen CPG promotion plans, pinpoint the new pricing sweet spots that maximize event lift and brand share and help retailers build bigger baskets and profits, stimulate categories, and retain more of the targeted shopper segments they value most.
How do you know if your company is ready to optimize trade promotions? First, consult our CPG Checklist: 5 critical points of self-assessment that show your readiness to gain competitive advantage through more intelligent trade.
What is innovation? The term "innovation" can be defined as something original and more effective and, as a consequence, new, that "breaks into" the market or society.
Innovation is generally considered to be the result of a process that brings together various novel ideas in a way that they have an impact on society.
What is competition? An innovation competition is a method or process of the industrial process, product or business development. It is a form of social engineering, which focuses to the creation and elaboration of the best and sustainable ideas, coming from the best innovators.
Competition is not just another business that might take money away from you. It can be another product or service that's being developed and which you ought to be selling or looking to license before somebody else takes it up.
Check out: www.eleaderstochange.com
Follow: #eleaders2change
1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
110Marketing ManagementAssignment Two – MKTM028SantosConleyha
1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docxrossskuddershamus
ARTWORK Markus Linnenbrink
HOWTOSURVIVE, 2012, epoxy resin
on wood, 13" x 17"
Spotlight
64 Harvard Business Review July–August 2014
SPOTLIGHT ON THE NEW MARKETING ORGANIZATION
Aditya Joshi is a partner at
Bain & Company, a leader in
the Customer Strategy and
Marketing practice, and the
head of the firm’s Marketing
Excellence area.
Eduardo Giménez is a
partner at Bain and a
member of the firm’s
Consumer Goods practice
in Europe, with a focus on
marketing organizations.
Decision-Driven
Marketing
Good decision processes break down silos
and improve performance. by Aditya Joshi
and Eduardo Giménez
Marketers have always had to build brands, create demand, promote sales, and help their companies earn custom-ers’ loyalty. But today’s turbulent environment means they must play critical new roles: They must be strate-gists, allocating scarce resources to support company priorities and increasing return on investment. They must be technologists, tracking and capitalizing on the most useful of the sophisticated technologies that are flooding their field. And they must be scientists, because the future of their business may not look much like the
HBR.ORG
July–August 2014 Harvard Business Review 65
requires a new mind-set for all the parties concerned
and a shared commitment to rethinking how deci-
sions are made and work is done. To be sure, some
companies will find that they need to consider orga-
nizational changes as well. But the decision perspec-
tive helps them establish a firmer foundation for any
restructuring and drives progress in the interim.
Typically, three categories of marketing-related
decisions cross organizational seams:
Strategy and planning decisions involve aligning
marketing goals with business and customer strat-
egies and aligning the priorities of marketing and
sales. These decisions typically address questions
such as:
• On which customer segments and product lines
should we focus marketing support?
• What is the optimal level of spending, and what
is the right allocation among vehicles and channels?
• What is the testing and learning plan?
Execution decisions, the marketer’s traditional
purview, are more challenging than they used to
be. A proliferation of marketing vehicles and digital
technologies has vastly increased the complexity of
creating and delivering messages and offers in an en-
vironment where ever-faster execution and relent-
less budget pressure are the norm. These decisions
include issues such as:
• Which product features should we highlight in
our marketing efforts?
• What incentives should we give customers to
get them to try or buy our offerings?
• What is the right mix of traditional and digital
marketing vehicles?
Operations and infrastructure decisions cover
all the new capabilities that are increasingly impor-
tant to marketing’s success. They address questions
such as:
• How will new marketing technologies and tools
be evaluated, boug.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Trade Promotion Optimization (TPO) can sharpen CPG promotion plans, pinpoint the new pricing sweet spots that maximize event lift and brand share and help retailers build bigger baskets and profits, stimulate categories, and retain more of the targeted shopper segments they value most.
How do you know if your company is ready to optimize trade promotions? First, consult our CPG Checklist: 5 critical points of self-assessment that show your readiness to gain competitive advantage through more intelligent trade.
What is innovation? The term "innovation" can be defined as something original and more effective and, as a consequence, new, that "breaks into" the market or society.
Innovation is generally considered to be the result of a process that brings together various novel ideas in a way that they have an impact on society.
What is competition? An innovation competition is a method or process of the industrial process, product or business development. It is a form of social engineering, which focuses to the creation and elaboration of the best and sustainable ideas, coming from the best innovators.
Competition is not just another business that might take money away from you. It can be another product or service that's being developed and which you ought to be selling or looking to license before somebody else takes it up.
Check out: www.eleaderstochange.com
Follow: #eleaders2change
1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
110Marketing ManagementAssignment Two – MKTM028SantosConleyha
1
10
Marketing Management
Assignment Two – MKTM028
Segmenting, Targeting and Positioning (STP)
NAME
UON ID
SUBMISSION DATE
7/9/2022
MODULE
MKTM028
WORD COUNT
2,400
LECTURER
Ms. Sally Lo
Table of Contents
INTRODUCTION 3
ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING 3
Market Segmentation 3
Market Targeting 5
Market Positioning 6
CASE STUDY 8
Vodafone 8
RECOMMENDATION 9
RRFERENCE 11
INTRODUCTION
With the use of target marketing, businesses may zero in on the most promising customer base. Rather of offering a comprehensive product line to accommodate all market groups, some companies may choose to focus on satisfying a narrower subset of clients who have a common business need (Supriono, 2018; Camilleri, 2017). One of the most important parts of any marketing plan is choosing the right target market. These procedures for making choices revolve on the time-tested marketing strategy framework of segmentation, targeting, and positioning (STP)]. Segmenting the market is a flexible strategy. Markets are broken down into subsets so that a corporation may target certain customer demographics with tailored product and service offerings. The word "targeting" refers to the method used to assess and choose the intended audience. Market positioning refers to the perceived position in the market where the company sees the product fitting (Orr et al, 2022). Due to its importance in determining a company's long-term performance, STP has been called "a critical necessity in marketing strategy". This report's primary purpose is to assess existing research on STP and to investigate the field's potential usefulness for industry by contrasting and contrasting a variety of sectors and companies.ANALYSIS OF SEGMENTING, TARGETING AND POSITIONING
Market Segmentation
One of the first steps in making an overall marketing strategy is to do a market segmentation study. This helps you keep track of how the strategy is being made and makes sure the plan will work. Market segmentation is the process of dividing a market into submarkets based on a characteristic of the market. Among the things that make up a market are demographic trends, segment needs, consumer preferences, and regional dynamics. For market segments to be useful, they must be easy to find, easy to tell apart, measurable, important, actionable, and stable. Several academics say that companies have used a wide range of segmentation techniques, from those that are specific to each country to those that create groups on a global scale and then use differences in each country to make the most money. Differentiating segmentation strategies for a given group of customers depends on how the group buys and how well the brands are known in the market. This is true, according to research (Samson, 2016; Leonidou et al., 2002). Cluster analysis software or segmentation trees can be used to look at the different subgroups. The next step is to decide how many market niches the co ...
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2. Content
Introduction to Marketing strategy - Concept, Principles, Understanding of Strategy &Tactics
New Product Development process
• SWOT analysis, PARTS frameworkand design of the demand landscape
• Commercialization of innovationthrough alliances
• Challenges during the technologyadoption life cycle
Marketing Intelligence
• Understanding information needs formarket Research
• Assessment of key marketing metrics
• – Return on Marketing Investment; Market share and payback period; Net Promoter score; Customer
satisfaction and share of wallet; Brand awareness/ preference; purchase intentions; Average Unit retail price,
percentage sales on deals;All commodity volume; Inventory turns, same store sales, Cannibalization
Product and Brand Policy
• Product Policy decisions – Line and Mix decisions
• Managing across the product life cycle from pre-launch, pruning and withdrawal from the market
2
3. Content cont. 3
Product and Brand Policy
• Lead users and role in product design
• Brand Culture – Aligning with organizational culture
Pricing Policy
• Pricing strategies – Types of pricingstrategies: Cost-plus, Perceived value, etc.
• Price band – Types and width ofprice bands and its management
• Using promotions as a lever tomanage the price band
Marketing Plan
• Situation Analysis – 5C’s analysis (customer/competitor/collaborator/company/context);
• Forecasting societal changes based onPEST analysis
• Preparing and Presenting theMarketing plan
Channel Policy
• Designing the length, breadth, andmodifying the dimensions of the channel
• Need for control and availability of resources and role in channel design
• Channel selection strategy – direct,corporate, contractual systems
• Omni-channels
• Channel conflicts and resolution
4. CONCEPT
What is Marketing ?
What is Strategy?
What is Marketing strategy?
- A marketing strategy refers to a business’s overall game plan for reaching prospective
consumers and turning them into customers of their products or services.
8. Principles
There are four original
principles of marketing
referred to as 4Ps or 4P
marketing Matrix that
companies use for their
marketing strategy. These four
basic marketing
principles Product, Price, Place,
and Promotion are
interconnected and work
together; hence, they are also
known as Marketing Mix
8
10. New Product Development process
• SWOT analysis, PARTS frameworkand design of the demand landscape
• Commercialization of innovationthrough alliances
• Challenges during the technologyadoption life cycle
10
12. PARTS framework
To architect a the Value Net strategy, identify all the five essential components,
abbreviated as PARTS:
Players
Added value
Rules
Tactics, and
Scope
12
13. PARTS
The PARTS approach helps describe the basic questions you need to ask yourself: and how that may
affect the perceptions and actions of other players.
The obvious first task in the PARTS approach is to categorize who the relevant players are and what
roles they play. The company should determine the players in the game or relevant industry that it
operates in. The players encompass customers, suppliers, competitors, and complementary.
The company must assess each player and determine the potential for a future strategic alliance. The
company should also identify external players who are not part of the industry, especially if they bring
value to the table.
In terms of shaping strategy, a company should think about whether bringing in additional players can
work to its advantage. For example, additional suppliers thelp decrease costs. Likewise, additional
complementors increase the value of your products to customers. Questions to ask in this context are:
Who the players are in the game? Divide them into customers, suppliers, competitors and
complementors
What are the opportunities for cooperation and competition with each of the various players?
Are there any parties you could potentially form a strategic alliance with?
Who else could or should join the industry? And who stands to gain or lose if they do join?
13
14. Added value
Added value measures what each player, in each role, brings to the table towards
a potential alliance. You should consider Added value in the context of two
players joining forces to create value for customers or suppliers.
In addition, think about your own company’s sources of value i.e. competitive
advantage. The VRIO Framework or a Value Chain Analysis could help with this.
Try to raise your added value or lower the added values of other players can make
yourself a more valuable player.
Some ways to raise your added value are tailoring your product to customers’
needs, build a brand, use resources more efficiently, etc.
One the other hand, creating competition among your suppliers, controlling
production to generate shortage of your products, using commodity parts in your
products, etc, are some possible ways to lower the values of others.
14
15. Added value (cont..)
Questions to ask in the context of PARTS approach are:
create added value from linking your products and services to that industry
Are there any ways to combine forces to add value for suppliers or customers?
What is your company’s added value?
How can you increase your company’s added value?
In particular, can you create loyal customers and suppliers?
What are the added values of the other players in the game?
Is it in your interest to limit their added values?
15
16. Rules
Each industry and market has rules and regulations. Some are written and
enforced by law, some unwritten, but are generally accepted practices. Regardless,
a business should identify the players in their industry. Other players can remove
some of these obstacles through partnerships and collaboration.
An example of that could be a “most favored nation” clause where a customer
insists in a contract with a supplier to get the best price that any other customer
might also get.
16
17. Rules (cont..)
Questions to guide the PARTS approach are:
Which rules are helping your company?
Which are hurting your company?
What new rules would your company like to have?
In particular, what contracts do you want to write with your company’s
customers and suppliers?
Does your company have the power to make these rules?
Does someone else have the power to create, enforce and overturn rules?
Perhaps there are certain rules of the game that can be changed in your favor
by collaborating with the right parties. Explore them!
17
18. Tactics
Tactics are defined as:
actions that players take to shape the perceptions of other players
Competitive business is a complicated, dynamic, and uncertain game. Businesses
themselves often use tactics to influence the way other players in the game
perceive them – primarily in an attempt to modify their behavior.
Each of the players has an idea i.e. a perception of the situation and strategies of
the other players. Ultimately, each player is uncertain about the reality others’
situations and strategies.
When Netscape tried to compete against Microsoft with their new browser, they
entered into a price war which they would ultimately lose. However, if Netscape
had informed Microsoft of its tactics to occupy a very small and niche segment of
the browser market, there is a possibility that both browsers could have co-
existed harmoniously.
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19. Scope
Questions to ask in this context are:
What actions can one player take to shape the strategies, actions and perceptions of other
players in the market?
How can you deliberately send signals that influence other players’ perceptions?
Which perceptions would you like to preserve?
How do your moves, in turn, influence their actions?
Which perceptions would you like to change?
How do other players perceive the game?
How do these perceptions affect the play of the game?
Do you want the game to be transparent or opaque?
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20. Scope (cont..)
For example, spending more on advertising might signal that you have more confidence in your
product or service and that your business is going well.
There is an element here of figuring out to what extent it is in your company’s best interest to have the
market rules be very transparent or rather opaque.
Scope describes the boundaries of the game. Managers should constantly evaluate the possibility of
expanding or shrinking those boundaries.
By their very nature, games are not static entities. Since they are constantly evolving over time, it is
important to set clear boundaries from the outset. Business managers should always be prepared for the
possibility that the scope expands or shrinks according to fluctuating market conditions.
Similarly, industries are often not isolated, but linked to other industries instead. Particularly, recent
examples show that the software, hardware, media, e-commerce, advertising and telecommunications
industries are interlinked.
Or, players in some industries have taken deliberate strategic moves to pro-actively link them.
Regardless, they key is to ask what industries could potentially be linked, how your company could
20
21. Commercialization of innovation
through alliances
21
Innovation through Alliances
• Functional Acquisitions
• Marketing Alliances
• Joint ventures
• Research and Development Alliances
22. Innovation through Alliances 22
Functional Acquisitions:
This type of relationship is severe. Gaining and retaining control in this situation is crucial.
Marketing Alliances:
In this type, suppliers may join forces to boost their marketing influence, expand their
distribution network, pool resources, launch new products, etc. These partnerships could
have little impact on innovation. Ownership and control are not given much attention.
Joint ventures:
In this type, innovation may be the main focus. These emphasize merging or enhancing
resources, experience, and knowledge.
Research and Development Alliances:
In this scenario, potential partners genuinely complement one another and collaborate to
innovate. The emphasis in this case is not on ownership or control.
23. Technology Adoption Curve Model
The bell-curve-based technology adoption curve model explains how
consumers respond to, adapt, and accept new innovations.
Following are the 5 stages of Technology adoption curve-
Innovators (2.5%)
Early Adopters (13.5%)
Early Majority (34%)
Late Majority (34%)
Laggards (16%)
23
24. Challenges during the technology
adoption life cycle
Planning for product development is still essential to an organization's sustainability. The
following are some major obstacles and, consequently, success factors:
1. Social Challenges
2. Rapidity of Development
3. Platform Adaptability
4. Complexity Management
5. Offshoring and Outsourcing
6. Global Competition
7. Time
8. Market Opportunity
9. Technological Advancements
10. Price
11. Resistance to Change
12. Promotion
24
26. A framework used to evaluate
a company’s competitive
position and to develop
strategic planning.
SWOT ANALYSIS
27. To architect the value net strategy, identify all the five essential
components, abbreviated as PARTS:
• Players
• Added Value
• Rules
• Tactics
• Scope
PARTS FRAMEWORK
28. DESIGN OF THE DEMAND LANDSCAPE
01
02
Market Research
Customer Analysis
03 Value Proposition
04 Pricing Strategy
05
06
0
Product Positioning
Distribution Channels
07
08
Marketing and Promotion
Forecasting
09 Feedback Loop
10 Launch Strategy 11 Monitoring and Adaptation
38. INTRODUCTION
WHAT IS MARKETING INTELLIGENCE ?
Marketing intelligence is everyday data that is relevant to the marketing
efforts of an organization. Once collected, this data can be analyzed and
used to make informed decisions regarding competitor behaviors, products,
consumer trends, and market opportunities.
39. OBJECTIVE
To Provide Market And Customer Orientation.
Identification Of New Opportunities.
To Identify New Trends In Markets And Competitors.
To Provide Better Customer Interaction And To Give Intensified
Customer Market View.
Minimizing Investment Risks, To Detect Threats And Early Market
Trends.
Information For Better Market Selection And Positioning And To
Understand And Discover Untapped Or Under-served Potential.
40. METHODS FOR COLLECTING
MARKETING INTELLIGENCE
Surveys and questionnaire :-Surveys involve a set of questions about a particular subject that can be answered
in person or through a handful of platforms. Similarly, a questionnaire is such a series of questions asked online or in
printed format.
Online surveys :- This is the fastest and most cost-effective way to collect marketing intelligence through surveys. As
people spend more time online and usually prefer to give information in such a way, these online surveys are the surest
way to get the needed insights without accidentally annoying the customers.
Telephone surveys :- Calling people on the phone for customer intelligence is, of course, not as widespread as it
once was, but still in practice. This type of surveying especially helps when gathering information about the senior citizen
demographics, as many of them tend to use the internet less than later generations.
In-person surveys :-Asking for customer feedback in person can be carried out in high pedestrian traffic locations.
Naturally, this is not as efficient as other ways of surveying and is more expensive, as more skilled personnel is needed to
deal with potential customers in person. However, it has the advantage of showcasing the product in person and getting
the first impression.
Polls :- Polls are similar to surveys; however, they are usually composed of just one question. Since this makes it much
easier and less time-consuming to complete, polls, especially online polls, have a much higher response rate than most of
the other methods.
Personal interviews:- The interview may include product demonstrations as well as a comparison of reactions to
different products or ideas. It is carried out one-on-one and may take approximately an hour, which provides an
opportunity to receive observations and broad clarifications from the interviewee. This is a reliable way to get in-depth
information, thus market intelligence that is received by personal interviews is extremely valuable. However, that also
makes it the most time-consuming and expensive method of collecting market intelligence.
47. FUTURE
The future of marketing intelligence is likely to involve increased reliance on
artificial intelligence, data analytics, and automation. Businesses will leverage
advanced technologies to analyze vast amounts of data, gain deeper customer
insights, and enhance personalized marketing strategies.
Additionally, the integration of machine learning algorithms may enable more
accurate predictive analytics, helping marketers anticipate trends and consumer
behavior. Privacy concerns and ethical considerations in handling data will
continue to be key challenges that marketers need to navigate.
48. Understanding information needs
for market Research
OBJECTIVES
To understand the different types of information required by marketing
managers
To understand the various marketing metrics
To understand supply chain metrics
To understand hierarchy of effects model and metrics of hierarchy of
effects
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49. Assessment of key marketing
metrics
Return on Marketing Investment
Market share and payback period
Net Promoter score
Customer satisfaction and share of wallet
Brand awareness/ preference
purchase intentions
Average Unit retail price
percentage sales on deals
All commodity volume
Inventory turns
same store sales
Cannibalization
49
51. INTRODUC
TION
PRODUCT INTRODUCTION:
A PRODUCT INTRODUCTION
OUTLINES THE FEATURES,
BENEFITS, AND PURPOSE OF A
COMPANY'S OFFERINGS.
BRAND POLICY INTRODUCTION:
A BRAND POLICY IS A SET OF
GUIDELINES THAT GOVERN
HOW A COMPANY PRESENTS
ITSELF TO THE WORLD.
52. TYPES OF PRODUCT POLICY
DECISIONS
Individual product policy
decisions:
a) Product attribute
b) Product branding
c) Product packaging
d) Product labelling
e) Product support services
Product line decisions:
a) Product line stretching
b) Product line filling
53. TYPES OF PRODUCT
POLICY DECISIONS
3) Product Mix Decision :
a) Product mix width
b) Product mix length
c) Product depth
d) Product consistency
4)Product Positioning Decision.
55. LEAD USERS &
ROLE IN
PRODUCT
DESIGN
Lead user is a customer who has a deep
understanding of and need for a particular
product or service. Lead users are often
early adopters of new technologies and are
willing to experiment with and provide
feedback on new products.
56. ROLE OF LEAD USERS IN
PRODUCT DESIGN
Providing
feedback on
product
prototypes.
01
Participating in
user testing.
02
Conducting user
research.
03
Serving as product
advocates
04
57. Product Policy decisions – Line
and Mix decisions
Managing across the product life cycle from pre-launch, pruning and withdrawal from the market
Lead users and role in product design
Brand Culture – Aligning with organizational culture
57
58. Managing across the product life
cycle
pre-launch,
pruning and
withdrawal from the market
58
59. Lead users and role in product
design
Product Policy decisions – Line and Mix decisions
Managing across the product life cycle from pre-launch, pruning and withdrawal from the market
Brand Culture – Aligning with organizational culture
59
60. Brand Culture – Aligning with
organizational culture
Product Policy decisions – Line and Mix decisions
Managing across the product life cycle from pre-launch, pruning and withdrawal from the market
Lead users and role in product design
60
62. Marketing Plan
Need of Marketing plan
Type of Marketing plan
1.Annual Marketing plan
2.Product launch Marketing
3.Digital Marketing plan
4.Branding and Rebranding plan
67. Introduction
What is Pricing strategy?
A pricing strategy is a plan or method for setting prices of products or services. It involves
considering factors like market conditions, consumer demand, costs, competition, value,
revenue, and risk. The goal of pricing strategy is to maximize profits and share holder
value while delivering value to the customer.
68. TYPES OF PRICING STRATEGIES
Cost-plus pricing strategy:- Setting prices based on production costs plus a profit margin.
Value-Based Pricing strategy:- Determining prices based on the perceived value to the customer.
Competitive Pricing strategy:- Setting prices in line with or slightly below competitors.
Penetration Pricing strategy:-Penetration pricing is a pricing strategy that is used to quickly gain market
share by setting an initially low price to entice customers to purchase.
69. TYPES OF PRICING STRATEGIES
Skimming Pricing: Setting a high initial price and gradually lowering it as the market
evolves.
Dynamic Pricing: Adjusting prices based on real-time market demands, often used in e-
commerce.
Bundle Pricing: offering products or services as a package at a lower price than if purchased
individually.
Psychological Pricing: Setting prices just below round numbers to create a perception of a
lower price.
Premium Pricing: Setting a higher price to position the product as exclusive or high-quality
70. WHAT IS PRICE BAND?
A price band is a value-setting method in which a seller indicates an upper and lower limit of where
buyers are able to bid.
This pricing technique is often used with initial public offerings (IPOs).
Determining the price band is critical to understanding how much investors are willing to pay.
71. WIDTHS OF PRICE BAND AND IT’S
MANAGEMENT
Maximum Percentage
Prevention of rapid and large price movements.
Overseen by regulatory bodies and stock exchanges.
72. USING PROMOTION AS A LEVER TO
MANAGE THE PRICE BAND
Customer Acquisition and Retention – Discount and offers attract new customer.
Competitive Positioning – Employing promotions strategically allows a company to respond to
competitor’s pricing moves
Seasonal Demand Management - Adjusting promotions based on seasonality can help balance demand
throughout the year
Limited –Time offers
Market Penetration - when entering new markets or introducing new products. This can help gain
market share more rapidly.
73. USING PROMOTION AS A LEVER TO
MANAGE THE PRICE BAND
Perceived value Enhancement - Consumers often associate promotions with increased value.
Even if the actual price reduction is minimal, the perceived value can be higher, influencing
purchasing decisions.
Clear communication - Clearly communicating the temporary nature of promotional prices
helps manage customer expectations, preventing a perceived reduction in product value.
Cross Selling and Upselling -Businesses can effectively increase the average transaction value
without directly altering the base prices.
Building - Creating product bundles with a discounted overall price compared to buying items
individually allows businesses to influence the perceived value and manage the effective price
range.
74. CONCLUSION
Effective pricing policies are crucial for business success. In conclusion, a well-balanced approach that
considers market dynamics, competition, and customer value is key. Regularly reassessing and adapting
pricing strategies ensures alignment with business goals and market conditions.
82. Channel policy
A channel policy is a vendor's plan for moving a product
or a service through the chain of commerce to the end
customer.
1.Length of the channel
2.Breadth of the channel
3.Channel Intensity.
83. Need for control and availability
of resources and role in channel
design
1.) Control in Marketing Strategy
Consistency
Quality Assurance
Adaptability
Compliance
Brand Protection
2.) Availability of resources in Marketing strategy
Budget Allocation
Human Capital
Technological Infrastructure
Market research
Distribution Channel
84. A channel strategy refers to a vendor's plan to move a product
or service through a chain of commerce to the end customer.
1.statement of objectives,
2.market analysis,
3.environmental analysis,
4. identification of feasible alternatives,
5 functional analysis, financial analysis and
6.channel selection
85. Omni channels
1. Integration
2. Consistency
3. Efficiency
4. Unified Strategy
5. Customer Experience
6. Adaptability
7. Data Utilization
87. • Designing the length, breadth, andmodifying the dimensions of the channel
• Need for control and availability of resources and role in channel design
• Channel selection strategy – direct,corporate, contractual systems
• Omni-channels
• Channel conflicts and resolution
87