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MARKETING

Don DiPietro
Monday, May 8th, 2017
EXPECTATIONS

RealisCc
UnrealisCc


MARKETING 101
Market Strategy 7 Steps
1. Consumer Analysis
2. Market Analysis
3. CompeCCve Analysis
4. DistribuCon Channel
5. Market Mix
6. Evaluate Economics
7. Repeat
1. CONSUMER ANALYSIS

1. Need / Risk
2. Purchaser / User *
3. CompeCCve Analysis
4. DistribuCon / Awareness
5. Purchase Process
6. Engagement / Noise
1. CONSUMER ANALYSIS (CONTD)

SEGMENTATION

Market Segment:
A homogeneous group of similar consumers
with similar needs and desires.
SEGMENTATION

1. Demographic Age
Gender
2. Geographic Income
3. Psychographic Marital Status
4. Behavior Driven Family Life Cycle
EducaCon
OccupaCon
Health
Ethnicity / Religion
Cultural / NaConal
SEGMENTATION

1. Demographic Neighborhood
City, State, Country, etc.
2. Geographic LocaCon Anity
3. Psychographic
4. Behavior Driven
SEGMENTATION

1. Demographic Lifestyle
AcCviCes
2. Geographic Interests
3. Psychographic Opinions, etc.
Personality
4. Behavior Driven Risk
Status
AmbiCon
Compulsion
Empathy
Authority, etc.
SEGMENTATION

1. Demographic Usage
Occasion
2. Geographic
3. Psychographic *
Loyalty Factors
Price ElasCcity
4. Behavior Driven PromoConal response

Online Behaviors
Community parCcipaCon
Media usage, etc.

2. MARKET ANALYSIS

1. What is the relevant market?


2. Where is the product on its Life Cycle?
3. Other market forces.
2. MARKET ANALYSIS

1. What is the relevant market?


2. Where is the product on its Life Cycle?
3. Other Market forces

Makeable is not Marketable.


2. MARKET ANALYSIS

1. What is the relevant market?


2. Where is the product on its Life Cycle?
3. Other Market forces

Stage 1. Introduction
Stage 2. Growth
Stage 3. Maturity
Stage 4. Decline
2. MARKET ANALYSIS

1. What is the relevant market?


2. Where is the product on its Life Cycle?
3. Other market forces.
3. COMPETITIVE ANALYSIS

Typical compeCCve factors


Pricing Sourcing costs
Availability Regulatory concerns
Switching costs Brand Strength
Quality *
Reputation
Service/Reliability Financial Position
Market Share Trade Relations
IP, Trade secrets Channel friction
Currency issues
4. DISTRIBUTION

Understand the channel.


How much Prot does each node extract?
Who holds the power in the channel?

Wholesale Affiliate Networks
Distributors Purchasing Collectives
Sales Reps Auction / Exchanges
Sales Forces Community Influencers
Retailers Government, Academic, NGO
MARGIN

$ Markup
SELLING PRICE (SP) = X 100
$ Selling Price
MARKETING MIX

PRODUCT PLACE

PRICE PROMOTION
PRODUCT PLACE PROMOTION PRICE

How does my product t with others in catalog?


Where is my product in its Life Cycle (LC)?
How can it be dierenCated for maximum value?
PRODUCT PLACE PROMOTION PRICE

How does my product t with others in catalog?


Where is my product in its Life Cycle (LC)?
How can it be dierenCated for maximum value?

Features capabilities
Fit customization
Style functional, visual, emotional
Reliability warranties, return policy
Packaging form factors, protection,
Size capacity (maximum/minimum in category)
Service speed, accuracy,
PRODUCT PLACE PROMOTION PRICE

Where/How to sell?
(Physical ---------- online)

DistribuCon Strategy
(Exclusive, SelecCve, Mass/Intensive, Hybrid)

Sales Mechanics
(Perishable? Hands-on?, EducaCon? Follow-up? Etc.)

Control
(Channels warm or cold? Pharma vs. Fruit.)
PRODUCT PLACE PROMOTION PRICE

Awareness
Inform, Prompt a need

Interest
Compelling Message

Trial
MoCvate acCon

Repurchase
Cue buying decision, repeat promoCons
PRODUCT PLACE PROMOTION PRICE

PUSH vs PULL
PRODUCT PLACE PROMOTION PRICE

5 PromoConal Categories:
ADVERTISING

PERSONAL SELLING

SALES PROMOTION

PR / PUBLICITY

DIRECT SELLING

PRODUCT PLACE PROMOTION PRICE

COST-PLUS - Add desired Margin


PERCEIVED VALUE - Fashion, Premium , Replacement parts
SKIMMING - Price high early adopters, pay for R&D
PENETRATION - Price low for market share.
COMPETITIVE - Meet compeCtors pricing
PROFIT GOAL - Set prices to his nancial projecCons
ELASTIC - demand/volume drives pricing.


MARKETING MIX

PRODUCT PLACE

PRICE PROMOTION
MARKETING MIX

PRODUCT

PLAC
E

PROMO
PRICE TION
MARKETING MIX

PLACE
PRODUCT

PROMOTION

PRICE
MARKETING MIX

PLACE
PRODUCT

PRICE

PROMO
TION
AIDA
AmenCon
Interest
Desire
AcCon

New Testament
A/B TESTING PIVOT
BOOTSTRAPPING PRODUCT MARKET FIX
BOUNCE RATE PUBLICITY / PUBLICITY STUNT
SALES FUNNEL
COHORT ANALYSIS
STICKINESS
CONVERSION RATE VANITY METRICS
GROWTH HACKING VIRAL LOOP
MINIMUM VIABLE PRODUCT VIRALITY / VIRAL COEFFICIENT)