STARTUP MARKETING AN OVERVIEW
Marketing Role of Engineering in Marketing Startup Role of Marketing in Startup Customer Discovery Needs & Wants Segmentation. Adoption Value Proposition Go to Market Positioning & Branding Distribution and Channels (?) Assignment : Personal Branding Strategy
1 + 1 1 + 1 = = 2 11
CASE STUDY NEW COKE
Gay Mullins, president of the Old Cola Drinkers of America, holds a six-pack of the original formula Coke which is being brought back to the market as Coca-Cola Classic, in Bellevue, Wash., July 24, 1985. Mullins was promised the first delivery by the company.
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) American Marketing Association Board of Directors. Accessed 2012.
THE ROLE OF ENGINEERING IN MARKETING
Gutenberg c. 1450
King Camp Gillette innovated the safety razor – a thin, inexpensive, disposable blade of stamped steel. By giving away free razors, he had customers coming back to buy disposable blades. http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/
These ads look ridiculous today, don’t they? Makes you wonder which ads running today will look ridiculous to our grandchildren! http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/
Alexander Graham Bell c1876
Tele Marketing
Guglielmo Marconi c1899
Their first film Sortie de l'usine Lumière de Lyon (1895) is considered the "first true motion picture.". Brothers Auguste and Louis Lumière
John Logie and Philio Farnsworth c1923
SOAP OPERA IVORY SOAP TV COMMERCIAL
Timothy John Berners-Lee best known as the inventor of the World Wide Web.
The very first webpage Tim Berners-Lee and the WWW team ever put online
http://www.xyzed.com/SiteImages/20120303062422592.jpg
CUSTOMER UN-KNOWN SOLUTION SOLUTION UN-KNOWN KNOWN CUSTOMER KNOWN
CUSTOMER UN-KNOWN SOLUTION KNOWN
CUSTOMER KNOWN SOLUTION UN-KNOWN
Unknown Customer ? Unknown Solution ? Unknown Business Model ?
THE ROLE OF MARKETING IN STARTUPS
startup marketing devdipp@gmail.com • What Is The Problem ? C • Worry. Waste. Wave U WHAT CONC CO NCEP EPT S T • Who Has The Problem? O M • Segment Profile. Sizing WHO E R DES DESIGN IGN • When Is the Solution Needed ? D MVP MVP • Now. Next. Never I WHEN S S O C • Where Is the Solution Needed ? L O U V • Global. National. Local WHERE T PIL PILOT E I R O Y • How To Solve the Problem N FEED FEED • Concept. Product. Service HOW D BACK CK E PIV PIVOT T / S • Why Is The Solution Better ? I PITCH PIT CH • Benchmarking. Differentiation G WHY N
startup marketing devdipp@gmail.com ROUTE TO MARKET ADVERTISING POSITIONING BRANDING Channel. Reach. Cost For Whom. What. How. Why Identity. Quality. Loyalty DISTRIBUTING SERVICING SELLING Channel. Reach. Cost Quality. Cost. Satisfaction Funnel. Conversion. Costs GENERATING RETURNS SCALING UP PRICE INVESTORS FOUNDERS Strategy. Structure. Stickiness Funding. Terms Vision. Goals. Value Add Alignment COST COST Per Unit. Fixed. Variable SUPPLIERS EMPLOYEES INVEST INVESTMENT MENT Quality. Cost, Structure. Skills. Commitment Culture Fixed. Working. Debt. Cash
CUSTOMER NEEDS & WANTS
New Era of Digital Applications, IBM TiEcon 2016
FINDING YOUR MARKET Google Trends Google Insights Google Consumer Surveys Google Corelate Facebook ads CIA World Factbook ThomasNet Alibaba JustDial IndiaGovtDataPortal Amazon Web Services Linked In Marketing Twitter Marketing Creating Linked In Business Page Creating a Facebook Business Page
CASE STUDY IOT
https://pbs.twimg.com/media/B4kPGanCMAAftc_.jpg:large
CUSTOMER SEGMENTATION
http://www.steamfeed.com/wp-content/uploads/2013/11/market-segmentation.png
https://marketing-insider.eu/wp-content/uploads/2015/03/B2B-Market-Characteristics- Comparison-B2B-Market-to-B2C-Market.png
https://iot-analytics.com/wp/wp-content/uploads/2014/10/IoT-market-segments-2.png
CUSTOMER ADOPTION
http://designdamage.com/wp-content/uploads/2009/09/rogers-bell.jpg
http://img.scoop.it/TKsva5rNx70ppX_mrMXBDTl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9
CLASS ASSIGNMENT PERSONAL BRANDING STRATEGY?
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