U - 08 Marketing Branding & Sales

U - 08 Marketing Branding & Sales - Lesson 8 Marketing...

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Copyright John L. Nesheim Lesson 8: Marketing & Sales Lesson 8 Marketing, Branding, & Sales John L. Nesheim’s “14 Steps to IPO”
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 2 TODAY What Marketing? What is Sales? What is Branding? What is a Marcom Plan? What goes into the Marketing Chapter of the Business Plan?
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 3 Nr. 1 Task = Build an Unfair Advantage Nr. 1 Goal King of hill of a new market category within 5 years. Start with nothing o
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 4 Invent a new category, and dominate it (gorilla) Motel (Holiday Inn) Rental car (Hertz) Microprocessor (Intel) Mobile phone (Nokia) Portal (Yahoo) Search (Google) Always-on email (Blackberry)
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 5 Focus Do one thing best NO: diversification One bullet All or nothing Ultimate risk Concentration of (very limited) resources (startup)
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 6 Be “First to get it right”, (First Mover is death) MP3 player (Rio iPod) Mobile phone (Motorola Nokia) Search (AltaVista Google) Social networking (Friendster MySpace) Leapfrog the first movers “Pioneers get arrows in their backs”
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 7 Figure out how to get ahead of all your competitors Position your product Best” in the mind of your ideal customer Plan your counter-moves Action reaction action Maneuver Out-move your competition Strategy
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 8 Examples of focus & positioning (branded) Consumers prefer these car brands because they stand for something in the mind. Toyota: reliable Hyundai: stylishly affordable Lexus: luxury Volvo: safety Scion: hip Mercedes: prestige BMW: driving Source: Laura Ries’s blog (ries.typepad.com/ries_blog)
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 9 Product Launch Plan Timetable Key events Budget$ People Strategic partners Customer Marketing communications plan Next products Global reach plan
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 10 Tips and suggestions “The Origin of Brands” Al & Laura Ries
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 11 Startups win! o
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 12 Startups win! o
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 13 King of the New Hill Gorilla Dominant 30% share of market (category) Leader "Branded" Example: Mobile phones
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Copyright John L. Nesheim Lesson 8: Marketing & Sales 14 TODAY What Marketing? What is Sales? What is Branding?
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