2. Contents
▪ Elements of Product Strategy
▪ Objectives
▪ Where to Compete
▪ How to Compete
▪ Go to Market Model of the Future
2
3. 3
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
4. 4
Strategic
Fact Base
Evaluation
of Choices
Mobilization
Business Unit
Strategy Design Capabilities
• Customer
segmentation
• Customer
Insights
• Market &
Competitive
Intelligence
Customer
& Market
Intelligence
Value
Proposition
Definition
• 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 Mix Performance Management
• Targeted Offering
• Resource Deployment
Salesforce / Channel Management
• Customer Support
• Process Improvements & Innovation
Post Sales Support
Closed
Loop
Feedback
System
Customer
Experience
Enablers: Organisation, decision roles, metrics, culture, IT, innovation, operations and so on
Go-to-Market System
5. What questions to answer
Is Product
Image
Good?
Is Product
Value
Attractive?
Is product
Satisfactory
5
New Prospect No, Lost Prospect
Yes, Consider Purchase
No, Lost SaleYes, PurchaseNo, lost Goodwill
Yes, Recommend and
Repeat Buy
12. Product Variant Type of Niche Image Transfer Pioneer in Tech Growth Potential
12
Niche Segment Coverage
13. Product Variants Price Point Dealer Coverage Average Contribution
13
Density of Coverage
Product Variants Price Point Dealer Coverage Average Contribution
15. Product Variant Competition only on
Price
Competition on Value
(Quality / Price ratio)
Competition on
Premium
Nearest Competitor
15
Basic Product Platform
16. Product Variant Meeting Minimal
Expectations
Average Above Average Best in Class
16
Product Performance Profile
18. ▪ 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
18
Differentiation
21. Region Current Market Size (nos.) Average last 12M Average last 6M Average last 1M
21
Market Size Estimation – Product wise
Region SOM last 12M SOM last 6M SOM last 1M SOM of Market Leader