Product Strategy DocumentSAMPLE

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Contents

▪ Elements of Product Strategy

▪ Objectives

▪ Where to Compete

▪ How to Compete

▪ Go to Market Model of the Future

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Go to Market Strategy

- Where to Compete?- How to Compete?

Sales & Dist. Strategy

- Where to Sell?- How to Sell / Promote?

Technology Strategy

- Which Technologies?- Deployment Plan?

Manufacturing Strategy

- What to Manufacture?- How to Manufacture?

Elements of Product Strategy

Go to Market System

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Strategic Fact Base

Evaluation of Choices

Mobilization

Business Unit Strategy Design Capabilities

• Customer segmentation

• Customer Insights

• Market & Competitive Intelligence

Customer & Market

Intelligence

ValuePropositionDefinition

• Offering Definition

• Customer Messaging definition

• Definition of Sales & Support Model

Delivery Capabilities

• Category Management• Portfolio / Lifecycle Management• Product Development

Product / Service management

• Pricing Strategy• Product Pricing• Pricing Tactics

Pricing

• Branding• Category Marketing• Demand generation

Branding / Marketing

• Channel MixPerformance Management• Targeted Offering• Resource Deployment

Salesforce / Channel Management

• Customer Support

• Process Improvements & Innovation

Post Sales Support

Closed Loop

Feedback System

CustomerExperience

Enablers: Organisation, decision roles, metrics, culture, IT, innovation, operations and so on

Go-to-Market System

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What questions to answer

Is Product Image Good?

Is Product Value

Attractive?

Is product Satisfactory

New Prospect No, Lost Prospect

Yes, Consider Purchase

No, Lost SaleYes, PurchaseNo, lost Goodwill

Yes, Recommend andRepeat Buy

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Attributes of Product that:

Boost Image

XXX

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▪ Boost Value

Attributes of Product that:

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Attributes of Product that:

Boost Satisfaction

YYY

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PARAMETERS

My Product

Competiton 1 Competition 2 Comp 3 Com 4

A

B

C

D

E

F

G

H

I

J

Value Proposition – Basic Segment Coverage

Where to Compete

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Product Variant Price Performance Metric 1

Performance Metric 2

Performance Metric 3

Basic Segment Coverage

Industry Benchmarks

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Product Variant Type of Niche Image Transfer Pioneer in Tech Growth Potential

Niche Segment Coverage

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Product Variants Price Point Dealer Coverage Average Contribution

Density of Coverage

Product Variants Price Point Dealer Coverage Average Contribution

How to Compete

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Product Variant Competition only on Price

Competition on Value (Quality / Price ratio)

Competition on Premium

Nearest Competitor

Basic Product Platform

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Product Variant Meeting Minimal Expectations

Average Above Average Best in Class

Product Performance Profile

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Products

Volume Base Sustainer

Profit

Base Sustainer

Margin C

ontributor

Growth B

uilder

Product L

ine Filler

Image Enhancer

New Technology Carri

er

New Concept T

ester

New Market B

uilder

Channel Supporte

r

Competition K

iller

Seasonality Spreader

A

B

C

D

E

F

Base Product

Key Products

Pacing Products

Strategic Role & Expectations

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▪ Base Products

▪ Critical to Company’s Performance

▪ Requires Management Attention

▪ Cannot generate additional revenue

▪ Key Products

▪ Potential to change company’s growth

▪ Destined to become base products thus can enlarge company’s T/O & Profit Base

▪ Pacing Products

▪ Experimental products launched to test attractiveness of new tech / concept

▪ Precursors to future products

▪ Risky therefore funding from long term perspective

Differentiation

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01020304050 Pacing Key Base

01020304050 Pacing Key Base

Sales Margin

Where to Sell

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Region Current Market Size (nos.) Average last 12M Average last 6M Average last 1M

Market Size Estimation – Product wise

Region SOM last 12M SOM last 6M SOM last 1M SOM of Market Leader

Rural Go to Market

Background Work