The document discusses space marketing and rebranding space businesses. It outlines that marketing is important for space businesses to shift public perception and take advantage of changes in the space market as it moves from government-led to private sector driven. The document covers analyzing customers, competitors, and the company to develop an effective marketing strategy using the 3 C's framework and STP analysis to identify target customer segments to position the business."

1. Space
Marke*ng:
Rebranding
and
Reposi.oning
Space
Businesses
Interna*onal
Space
Development
Conference
Space
Business
Track
May
19,
2011
Farnaz
Ghadaki,
Marke-ng
Consultant;
Director,
Canadian
Space
Commerce
Associa-on

2. Outline
• Why
Marke-ng
Is
Important
• Current
Public
Percep-on
• ShiD
in
the
Space
“Market”
• Fundamentals
of
Marke-ng
– P1:
Analysis
&
Strategy
-­‐
The
3
C ’s,
STP
Analysis
– P2:
Planning
&
Implementa-on
-­‐
The
4
P’s
• Marke-ng
Strategies
&
Tac-cs
–
my
top
12
• Role
of
Government
&
Academia
• What
it
means...
Farnaz
Ghadaki
ISDC
–
May
2011
Page
2

3. “Marke-ng”
Page
3

4. Why
Marke*ng?
• Misconcep-ons:
– Marke-ng
=
Adver-sing
– It’s
expensive
&
not
a
lot
of
value
add
– It’s
for
larger
size/later
stage
businesses
• Actually:
Upper
Management
Marke-ng
PR
Finance
Sales
Marke-ng
MARCOM
Engineering
Manufacturing
Product
Farnaz
Ghadaki
ISDC
–
May
2011
Page
4

5. Current
Public
Percep*on:
SGC
Analysis
• Society
perpetuates
stereotypes
about
space
– intangible
&
hard
to
understand
– all
about
engineers
&
scien-sts,
it’s
rocket
science
– expensive,
open
only
to
elite
– It’s
more
for
men
• Today’s
role
models
for
children
come
from
the
world
of
Hollywood,
sports,
music,
business
men
etc
• Limited
space
coverage
in
mainstream
media;
Space
organiza-ons
not
always
have
right
media
approach
• Limited
resources
for
parents
&
educators
to
encourage
children
to
pursue
interests
in
space
Farnaz
Ghadaki
ISDC
–
May
2011
Page
5

6. Current
Situa*on:
SGC
Analysis
Effect:
Space
tends
to
not
be
a
priority
for
authori-es,
media,
the
general
public,
parents
and
children
in
terms
of:
funding,
coverage,
educa-on
and
career
choice.
Media
School
Peers
Children/
Family
Youth
Society
Farnaz
Ghadaki
ISDC
–
May
2011
Page
6

7. ShiIs
in
the
Space
“Market”
• Space
ac-vi-es
led
by
gov’ts
-­‐>
private
sector
driven
• Space
more
in
mainstream
media
and
entertainment
– Films:
“Le
Voyage
Dans
La
Lune”….
“2001:
A
Space
Odyssey”
– Celebri-es
taking
interest
in
Space,
e.g.
those
rumored
to
have
bought
-ckets
to
Virgin
Galac-c
Flights
Farnaz
Ghadaki
ISDC
–
May
2011
Page
7

8. ShiIs
in
the
Space
“Market”
• More
opportuni-es
for
spin-­‐in
&
spin-­‐off
applica-ons
• Economic
downturn
in
some
countries
create
opportuni-es
for
more
collabora-ons
&
compe--on
• Expanded
&
earlier
educa-on:
courses
In
secondary
&
post-­‐secondary,
space
camps,
compe--ons,..
• Space
careers
becoming
more
mul--­‐disciplinary:
e.g.
astrobiochemistry,
geomicrobiology,
space
law,...
• Digital
age
enabling
more
&
faster
sharing
&
exchange
of
ideas
via
blogs,
social
media,…
Effect:
opportuni-es
to
market
&
REBRAND
space
in
ways
that
are
effec-ve
and
appeal
to
the
general
public
Farnaz
Ghadaki
ISDC
–
May
2011
Page
8

9. Marke*ng
Framework
3 Cs Customer
Company
Compe**on
S
-­‐
Segmenta*on
STP T
-­‐
Targe*ng
P
-­‐
Posi*oning
Create Value Capture Value Communicate Value Deliver Value
4 P’s
Place
Product
Price
Promo*on
(distribu-on)
Farnaz
Ghadaki
ISDC
–
May
2011
Page
9

10. Analysis
Situa-on
Analysis
–
3
C ’s
(or
5
C ’s
with
Context
&
Collaborators)
Who:
past,
poten-al,
Who
are
we?
current
&
compe-tor’s
What
known
for?
Demographic
&
psychographics
Customer
Company
(needs
&
(skills,
assets
What
good
at?
Needs,
interests,
trends)
&
culture)
decision-­‐making
Who
do
we
want
to
become?
Sa-sfac-on,
brand
percep-on
What
opportuni-es
Compe**on
given
our
strengths?
(weaknesses/
What
&
who
–
vulnerabili-es)
Customer
percep-on
–
internal
&
external
value,
brand,
quality
Compe-tors’
strengths
Compe-tors’
reac-ons
&
weaknesses
to
our
offering
Farnaz
Ghadaki
ISDC
–
May
2011
Page
10

11. Strategy
Choosing
segments
to
target
-­‐STP
Analysis:
Segmenta*on
Posi*oning
Targe*ng
Iden-fying
Implemen-ng
chosen
Selec-ng
which
meaningfully
different
image
and
appeal
to
segment(s)
to
serve
groups
of
customers
chosen
segment
• Demographic
Variables
• Is
the
segment
most
• Conduct
perceptual
(gender,
age,
educa-on..)
prevalent/profitable?
mapping,
and
write
a
• Geographic
Variables
• Does
it
have
enough
posi-oning
statement
(country,
culture,
urban..)
growth
poten-al?
• Execute
via
4
P’s
• Psychological
Variables
• Does
it
fit
w/
our
goals
RESULT:
&
core
competencies?
• Create
consistent
focus
(wants,
exper-se,
who
are
early
adopters..)
• Is
the
Segment
&
iden-fy
• Behavioural
Data
ac-onable?
• Help
strengthen
brand
• Op-mized
team
work
Farnaz
Ghadaki
ISDC
–
May
2011
Page
11

12. Planning
&
Implementa*on
Plan
for
posi-oning
-­‐
the
Marke-ng
Mix
(“4
P’s”):
Create
Value
Capture
Value
– What
is
offering
– Set
strategy
(skim,
(talk,
workshop,
penetra-on)
design
contest,..)
– Price
levels
based
on
– What
are
values
different
benefits
and
benefits
– Compe--ve
pricing
– What
is
quality
– Discounts:
group,
and
brand
name
partner
Deliver
Value
Communicate
Value
– Loca-on
– Promo-on
strategy
– Access
(mass
vs.
(push,
pull)
exclusive)
– MARCOM
material
– Online
– Public
Rela-ons
– Distribu-on
– Media
incl.
online
channels
– Adver-sing
Farnaz
Ghadaki
ISDC
–
May
2011
Page
12

13. Marke*ng
Strategies
&
Tac*cs
0.
Basics:
(revisit)
vision,
mission,
goals
1. Solid
elevator
speech
– “the
grandparent
test”
– concise
&
to
the
point
– hook
to
grab
interest
2. Develop
and
use
VALUE
PROPOSITION
i.e.
“unique
benefits
delivered
by
your
offering
to
…”
a. the
target
customer
b. poten-al
partners
c. investors
&
shareholders
Farnaz
Ghadaki
ISDC
–
May
2011
Page
13

14. 2.
Have
the
Right
VALUE
PROPOSITION
A. “Google
uses
a
patented
page-­‐ranking
algorithm
to
make
money
through
ad
placement.”
– business
model
– value
proposi-on
for
investors
B. “Google
is
the
largest
search
engine
that
allows
internet
users
to
find
relevant
informa*on
quickly
and
easily.”
– 4
key
elements:
what’s
the
offering,
who
is
target
audience,
value
of
offering,
and
its
uniqueness
– value
proposi-on
for
target
customer
Farnaz
Ghadaki
ISDC
–
May
2011
Page
14

15. 3.
Sell
Your
Strengths,
Buy
Your
Weaknesses
• Core
competency:
established
brand,
distribu-on,
exper-se
in
transporta-on
industry
• Acquired
unique
technology
• Targe-ng
&
Posi-oning
based
on
price
Farnaz
Ghadaki
ISDC
–
May
2011
Page
15

16. 4.
Provide
a
SOLUTION
to
a
PROBLEM
• On-­‐Orbit
Satellite
Service
Agreement
Announced
Between
MDA
&
Intelsat
–
March
15,
2011
• Expected
to
extend
the
life
of
each
satellite
from
1
to
5
years
• Crea-ng
new
commercial
space
segment
Farnaz
Ghadaki
ISDC
–
May
2011
Page
16

17. 5.
The
Best
PR
Pitch
Is
SUCCESS
Farnaz
Ghadaki
ISDC
–
May
2011
Page
17

18. 6.
Placement
for
Visibility
&
Branding
Canadarm
• Core
competency:
robo-cs
• Huge
visibility
• Na-onal
pride
Farnaz
Ghadaki
ISDC
–
May
2011
Page
18

19. 7.
Know
Your
Customers
&
Core
Competency
• Focused
on
exper-se
&
customers
in
their
own
backyard
• Success
through
innova-on,
persistence
&
pa-ence
Farnaz
Ghadaki
ISDC
–
May
2011
Page
19

20. 8.
Focus
on
NICHE
MARKET:
Big
Fish
in
Small
Sea
CSCA
• Connec-ng
Agency,
Industry,
Academia
• Niche
sector
–
not
aerospace,
advocacy
• Have
become
an
opinion
leader
&
go-­‐to
organiza-on
Farnaz
Ghadaki
ISDC
–
May
2011
Page
20

21. 9.
Right
Promo*on
for
Right
TARGET
AUDIENCE
• Code-­‐named
“IT”
• Hyped
"as
big
as
the
PC”
and
"bigger
than
the
internet”
• Catchy
TV
ads
but
wrong
audience
Farnaz
Ghadaki
ISDC
–
May
2011
Page
21

22. 10.
Have
a
Dedicated
Marke*ng
Director
ASX
(Astronomy
&
Space
Explora-on
Society
• In
just
2yrs
increased
sponsor
dona-ons
3-­‐fold,
event
aqendees
3.3-­‐fold
• Annual
Symposium
is
the
largest
one-­‐
day
space-­‐related
event
in
Canada
Farnaz
Ghadaki
ISDC
–
May
2011
Page
22

23. 11.
Make
An
Authorized
U-­‐Turn
The
New
Coke
(1985)
• Marke-ng
failure
• Reintroduced
original
formula,
rebranded
as
“Coca-­‐Cola
Classic”
–
resulted
in
significant
increase
in
sales
Farnaz
Ghadaki
ISDC
–
May
2011
Page
23

24. 12.
Leverage
Available
Tools
• Blogs,
social
&
online
media:
– Promo-on
– Demonstrate
exper-se
– Networking
• PR:
• Google
tools:
• Surveys:
gather
data
and
measure
success
Farnaz
Ghadaki
ISDC
–
May
2011
Page
24

25. Role
of
Government
&
Academia
Leverage
opportuni-es
&
resources:
• Government
providing
contracts
to
develop
solu-ons,
and
public
educa-on/outreach
programs
• Research
gov’t
grants
offered
to
small
businesses,
technology
sector,
‘green’
products/services
• Work
with
Academia:
internships,
compe--ons,
joint
projects,
info
sessions,
training
for
teachers
• Sponsor/support
space
advocacy
groups
&
events
– increase
awareness
in
a
fun
way
(eg.
Yuri’s
night)
– break
myths
&
stereotypes
about
space
&
jobs
Farnaz
Ghadaki
ISDC
–
May
2011
Page
25

26. What
it
means…
Time
+
Planning
+
Resources
+
Investment
=
Marke-ng
Success
Farnaz
Ghadaki
ISDC
–
May
2011
Page
26

27. THANK
YOU
Contact:
farnaz.ghadaki@spacecommerce.ca
hgp://SpaceCommerce.ca