High Tech Mktng

8/6/2019 High Tech Mktng

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MARKETING APPLICATIONS AND PRACTICESMARKETING APPLICATIONS AND PRACTICES

Book Presentation ofMarketing of High-Tech Products and

Services

By Group-3


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Group 3Group 3

Members Roll No.

Ankit Jain 15

Ankush Rasam 40

Saurabh Korgaoankar 22

Sherwin Mathias 25

Sulabha Bhagat 02


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High-Tech Marketing:Fact or Fiction?

Technology

High-Tech

Technological uncertainty

Market uncertainty

Challenges in MarketinginHigh-Tech

markets


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Technology

The science of the application of knowledge to

practical purposes

Technologies are bodies of skills, knowledge

and products for making, using and doing usefulthings

Technologies are developed, and/or adopted and

used to obtain something.

Important aspects of technology are knowledge

and skills, not only to develop, but also to use

technology in an appropriate way.


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HighHigh--TechTech

novel and advanced

emergence and use of new technologies

more advanced

R & D


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UncertaintyUncertainty

Technological uncertainty

Will the new technology make our present

technology obsolete?

Risk in investing.

Market uncertainty

Market education. Advantage to later entering competitors

Early entrants may gain technological

leadership.


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MarketinginHighMarketinginHigh--tech Markets:Sometech Markets:Some

challengeschallenges

Products

Price

Place

Promotion

Marketing knowledge and research

PlanningOrganization of Marketing Activities


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Commercializing NewTechnologyCommercializing NewTechnology

Profitably and QuicklyProfitably and Quickly

Ineffective Investments

Revolutionizing the Commercialization

processA business process with a software system

o Doing right projects

o Doing them well

o Doing it even better the next time Best practices

oAutomation

oAnalysis

o Optimization


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Significance ofBrandinginHighSignificance ofBrandinginHigh--TechTech

IndustriesIndustries

What is Brand?

Introduction

Characteristics of the High-Tech Marketplace

Market Uncertainty

Technological Uncertainty

Competitive VolatilityCustomer-Oriented Branding


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ContdContd

Brand Building and Brand Management

Customer

Champions

Capability

Consciousness

Consistency

Common Practices and Policies

Two keys to Brand Power


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Creating a Buzz for Marketing HighCreating a Buzz for Marketing High

Tech ProductsTech Products

Some of the effectives strategies are

o Advanced launch announcement

o

Events as launch padso Sustained product build-up

o Use of innovative media

o Hosting events


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Architecting andinnovating

Innovating is essential to sustained industrial

growth and profitability.

Architecting is the process of evolving a right

system & system engineering as a process ofdeveloping a right system.

There are 2 types of innovating fundamental &

incremental.


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High Science: a Best Practice Formula for

DrivingInnovation

R & D spending in creating value for

companies.

Directly & indirectly account for one thirdof a medical technology company stock

price.

Innovation is key to the growth inmedtech sector


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ContdContd

High science can be boiled down to three

fundamental rules. Companies can make

right decision only when R & D governance,

process and principles are clear.

Over the period 1992-2003 for example,

medical device player saw absolute R & D

spending triple and relative spending rise asa percentage of sale.

Keeping inventories motivated.


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EarlyAdoption-Strategic Commercialization

For SmallTech Companies

Marketing challenges in commercializing

emerging technologies

Analytical modelNetwork- regional initiative- trade

organisation

Customer visitBeta sites

White paper


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Collaborative Structure between

Japanese High-Tech Manufacturers

Expectation for New Marketing

Management

Central QuestionThe Market Growth and Target Switch

Phenomenon

Double-Feedback Structure fromConsumers


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contdcontd

Emergence of New Japanese Management

Difference of Branding

Managerial implications

Conclusion


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Innovation as a BrandAttributeInnovation as a BrandAttribute

Innovation is a crucial part of most life science

companies success.

Linus Report discusses the importance of

situating innovation as a brand attribute andprovides a framework for employing innovation

within marketing messages

It is also have adverse effects on a companys

long-term brand building

Hence, innovation is absolutely the most

appropriate brand attribute for a company.


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Product Marketing andBrandBuildingProduct Marketing andBrandBuilding

A companys product marketing management

impact on its brand because it takes long-

term brand building into consideration when it

developing product-level marketing campaigns.As developed by brand guru David Aaker and

issue ofLinus Report, a strong brand has three

facets: The Core Identity, the Extended Identity,

and the Value Proposition which discuss theconcept ofinnovation as a brand attribute


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Three strong brand facetsThree strong brand facets


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Busting the Myths of Pharma RFIDBusting the Myths of Pharma RFID

Pharma RFID (radio frequency identification)

Pfizer, Glaxo-SmithKline and Purdue Pharma are

tag their highest profile products

5 Key Myths of Pharma RFID

RFID has a great deal to offer thepharmaceutical industry.


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CasesCases

BenQs Branding Initiatives

Intels New Identity

Apples Foray in Retailing


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High Tech Mktng

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