LAMP Marketing Class

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LAMP Marketing Class Carlton C. ONealPrincipalAspiration Marketing1Who Invented Marketing? When Did It Happen?Why Did It Happen?

ASPIRATION MARKETING2

Section I. Marketing OverviewThe 4 Ps (30 Minutes; 1:00-1:30)Product-Being Market DrivenPrice-Maximizing Revenues, ProfitsPromotion-Getting the Word OutPlace-Leveraging Other CompaniesASPIRATION MARKETING3

The Marketing MixASPIRATION MARKETING4

1. ProductBeing Market DrivenMarketing Doctrine (Tenets of Product)Benefits, Features, Functions (Pen Example)Address Market Discontinuity--Unserved or Underserved Market (Technological Innovation?)Competitor AnalysisDetail Products of Existing Market Participants Identify Alternatives Including Do Nothing Market SegmentationMap Customers with Common RequirementsMarketing Mix for Each SegmentProduct Roadmap with Minimum Feature SetASPIRATION MARKETING51. ProductBeing Market Driven Where does each Logo go?; Map your own CoTechnology DrivenMarket DrivenCustomer Driven

ASPIRATION MARKETING62. PriceMaximizing Revs, ProfitsMarketing Doctrine (Tenets of Price)Strategy, Structure, PriceCompetitor Analysis, PositioningPrice Elasticity of DemandMarket vs Cost Based PricingCompeting on PriceChannels vs DirectDiscounting, 1st/2nd Degree Price DiscriminationMorning Coffee Example

ASPIRATION MARKETING72. PriceMaximizing Revs, Profits Where does each Logo go?; Map your own CoMax Revs, Profits

ProfitsRevenues

ASPIRATION MARKETING83. PromotionGetting the Word OutMarketing Doctrine (Tenets of Promotion)Branding/PackagingAdvertisingPublic/Media RelationsTradeshows/ConferencesGiveawaysLoyalty Programs

Competitor Benchmarking, Industry NormsFollow?

ASPIRATION MARKETING93. PromotionGetting the Word Out Where does each Logo go?; Map your own CoBest Strategies, Execution

ASPIRATION MARKETING104. PlaceLeveraging Other CompaniesMarketing Doctrine (Tenets of Place)OEMsDistributors (Credit, Inventory)VARs (Value Added Services, Combined Products, Systems Integration)Retailers

Competitor Benchmarking, Industry NormsFollow?

ASPIRATION MARKETING114. PlaceLeveraging Other Companies Where does each Logo go?; Map your own CoOEMs/Distributors

DirectRetailers


OverviewSummary, ConclusionsProduct-Being Market DrivenPrice-Maximizing Revenues, ProfitsPromotion-Getting the Word OutPlace-Leveraging Other CompaniesASPIRATION MARKETING13Section II. Right Product, Right Place, Right Time (60 Minutes; 1:30-2:30)IntroductionDiscussion of HBS Case: Crafting Winning Strategies in a Mature Market: The U.S. Wine Industry in 2001Current State of the MarketCompetitorsCustomers/SegmentsDistribution ChannelsBest Strategy/Marketing Mix to Enter It (or Not!)Product, Price, Promotion, Place

ASPIRATION MARKETING14Section II. Wine Industry Part ADescribe the Current Industry. How Attractive is It?Should a Company Enter? With What Strategy?What Should Current Companies do in this Market?


Section II. Market Map-Fill InBudgetPremiumBarriers to EntrySubstitutesBuyer PowerSupplier PowerCompetitive RivalryASPIRATION MARKETING16Section II. Should We Enter Mkt?Describe the Current Industry. How Attractive is It?Should a Company Enter? With What Strategy?What Should Current Companies do in this Market?


Section II. Alternative Strategies-Fill InStrategyComment1. 2. 3. 4. ASPIRATION MARKETING18Section II. Incumbent StrategyDescribe the Current Industry. How Attractive is It?Should a Company Enter? With What Strategy?What Should Current Companies do in this Market?

ASPIRATION MARKETING19Section II. Final Questions

What would be your positioning vs competition?Can you simultaneously de-position them?How would you grow sales (demand for sales)?If you start at the high end as a niche player?What if you are a large incumbent?How would you reconstruct the industry?Breaking the tension between features/cost?

ASPIRATION MARKETING20Break2:30-2:4021Section III. Positioning: Competitive Analysis and Differentiation (60 Mins; 2:40-3:40)

IntroductionDiscussion of HBS Case: Crafting Winning Strategies in a Mature Market: The U.S. Wine Industry in 2001Current Elements of Industry CompetitionCasellas Reconstruction of the IndustryApply the Four Actions Framework (ERRC)Competitive ResponseApplying the Concepts to Technology Companies

ASPIRATION MARKETING22Section III. Wine Industry-Part BWhat are the Current Elements of Industry Competition?Product, Price, Promotion, PlaceHow Long has the Industry Competed on These?

ASPIRATION MARKETING23Section III. QuestionsHow can Casella Reconstruct the Industry to Unlock Noncustomers?How can they Implement their Marketing Strategy?What can they Eliminate?What can they Reduce?What can they Raise?What can they Create?

ASPIRATION MARKETING24Section III. Implementing the 4Ps

Eliminate

Raise

Reduce

Create

ASPIRATION MARKETING25Section III. Applying to Technology CosHow Might These Concepts Apply to (your) Technology Companies?Market/Industry AnalysisCurrent Elements of CompetitionDifferentiation-Price TensionReconstructing the IndustryEliminate, Reduce, Raise, Create

ASPIRATION MARKETING26Break3:40-3:5027Section IV. Friend and Enemies: Choosing the Right Partner (60 Mins; 3:50-4:50)IntroductionDiscussion of Partnership Strategies in HBS Case: TiVo 2007: DVRs and BeyondWhat was the companys original partnership strategy?What is the CEOs vision for the future?What Partners are necessary to be successful?What are the potential issues/conflicts?Summary and Conclusions

ASPIRATION MARKETING28Section IV. TIVO Partnership StrategyWhat was TIVOs original partnership strategy?How/why did it evolve?What should it be in the future? Do you support Rogers vision? What partners are required?Whatever strategy you pick, show how it helps the Partners strategic visionAlso consider any market conflicts that might be created (for you or your partner)

ASPIRATION MARKETING29Section IV. Partnership Timeline-Fill In


Section IV. Industry Ecosystem-Fill InASPIRATION MARKETING31

Section IV. Partnership Matrix-Fill InProsConsFriendsEnemiesCommentsSAHi Margins ControlLow Volume, Losing MktRetail StoresConsumer Electronics ManMust Own Space, License?STBVolumeLow Margins Lose ControlPartner Carriers?All CarriersMany Sticky Contract IssuesAdvExtends Bus, Pos Hi Margin RevsNeed Sales StaffAdvertisers,CarriersNetworks, Consumers?Must Grow BaseARMPrivacy IssuesAdvertisers, NetworksNielsen, Consumers?Must Grow BaseIPHi MarginsProtectionCost/Time, Pennies RetAttorneys, LicenseesEveryoneProtect Pos, Licensing?IntlQuick ExpansionExp, Time ConsumingOne Local Partner per CoAll Non PartnersPick a good partner!ASPIRATION MARKETING32Optional Break4:50-5:0033Section V. Sales and Business Development (20 Mins; 5:00-5:20)

Interactive Sales Game with Role PlayingDiscussion of Negotiation and Who Closed the Deal!Summary and ConclusionsASPIRATION MARKETING34Section V. Interactive Sales GameAcme Inc. makes/sells 2 million Electronic Meter Readers annually for about $250 each. Within each meter there is a wireless PCB that Acme currently buys from Basic Wireless Inc. Chip Supply, a billion dollar company, would like to begin selling to Acme immediately.Each of you is either the Purchasing Manager for Acme or the Sales Manager for Chip (based on your individual profile cards). You have 5 minutes to strike a deal! BE CREATIVE! USE GOOD BUS JUDGMENT!

ASPIRATION MARKETING35Section VI. Review and Conclusions(10 Mins; 5:20-5:30)SUMMARY AND CONCLUSIONS DISCUSSIONASPIRATION MARKETING36

LAMP Marketing Class

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