U - 08 Marketing Branding & Sales

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

Info iconThis preview shows pages 1–15. Sign up to view the full content.

View Full Document Right Arrow Icon
Copyright John L. Nesheim Lesson 8 John L. Nesheim’s “14 Steps to IPO”
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 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?
Background image of page 2
Copyright John L. Nesheim 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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 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)
Background image of page 4
Copyright John L. Nesheim 5 Focus Do one thing best NO: diversification One bullet All or nothing Ultimate risk Concentration of (very limited) resources (startup)
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 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”
Background image of page 6
Copyright John L. Nesheim 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
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 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)
Background image of page 8
Copyright John L. Nesheim 9 Product Launch Plan Timetable Key events Budget$ People Strategic partners Customer Marketing communications plan Next products Global reach plan
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 10 Tips and suggestions “The Origin of Brands” Al & Laura Ries
Background image of page 10
Copyright John L. Nesheim 11 Startups win! o
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 12 Startups win! o
Background image of page 12
Copyright John L. Nesheim 13 King of the New Hill Gorilla Dominant 30% share of market (category) Leader "Branded" Example: Mobile phones
Background image of page 13

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Copyright John L. Nesheim 14 TODAY What Marketing? What is Sales? What is Branding?
Background image of page 14
Image of page 15
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/18/2008 for the course NBA 5070 taught by Professor Schneider,george during the Fall '07 term at Cornell.

Page1 / 62

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

This preview shows document pages 1 - 15. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online