Carlton C. ONeal Principal Aspiration Marketing

ASPIRATION MARKETING Who Invented Marketing? When Did It Happen? Why Did It Happen?

ASPIRATION MARKETING Section I. Marketing Overview The 4 Ps (30 Minutes; 1:00-1:30) 1. Product -Being Market Driven 2. Price -Maximizing Revenues, Profits 3. Promotion -Getting the Word Out 4. Place -Leveraging Other Companies

ASPIRATION MARKETING The Marketing Mix

ASPIRATION MARKETING 1. ProductBeing Market Driven Marketing Doctrine (Tenets of Product) Benefits, Features, Functions (Pen Example) Address Market Discontinuity--Unserved or Underserved Market (Technological Innovation?) Competitor Analysis Detail Products of Existing Market Participants Identify Alternatives Including Do Nothing Market Segmentation Map Customers with Common Requirements Marketing Mix for Each Segment Product Roadmap with Minimum Feature Set

ASPIRATION MARKETING 1. ProductBeing Market Driven Where does each Logo go?; Map your own Co Technology Driven Market Driven Customer Driven

ASPIRATION MARKETING 2. PriceMaximizing Revs, Profits Marketing Doctrine (Tenets of Price) Strategy, Structure, Price Competitor Analysis, Positioning Price Elasticity of Demand Market vs Cost Based Pricing Competing on Price Channels vs Direct Discounting, 1 st /2 nd Degree Price Discrimination Morning Coffee Example

ASPIRATION MARKETING 2. PriceMaximizing Revs, Profits Where does each Logo go?; Map your own Co Max Revs, Profits Profits Revenues

ASPIRATION MARKETING 3. PromotionGetting the Word Out Marketing Doctrine (Tenets of Promotion) Branding/Packaging Advertising Public/Media Relations Tradeshows/Conferences Giveaways Loyalty Programs Competitor Benchmarking, Industry Norms Follow?

ASPIRATION MARKETING 3. PromotionGetting the Word Out Where does each Logo go?; Map your own Co Best Strategies, Execution

ASPIRATION MARKETING 4. PlaceLeveraging Other Companies Marketing Doctrine (Tenets of Place) OEMs Distributors (Credit, Inventory) VARs (Value Added Services, Combined Products, Systems Integration) Retailers Competitor Benchmarking, Industry Norms Follow?

ASPIRATION MARKETING 4. PlaceLeveraging Other Companies Where does each Logo go?; Map your own Co OEMs/Distributors DirectRetailers

ASPIRATION MARKETING OverviewSummary, Conclusions 1. Product-Being Market Driven 2. Price-Maximizing Revenues, Profits 3. Promotion-Getting the Word Out 4. Place-Leveraging Other Companies

ASPIRATION MARKETING Section II. Right Product, Right Place, Right Time (60 Minutes; 1:30-2:30) 1. Introduction 2. Discussion of HBS Case: Crafting Winning Strategies in a Mature Market: The U.S. Wine Industry in 2001 a) Current State of the Market Competitors Customers/Segments Distribution Channels b) Best Strategy/Marketing Mix to Enter It (or Not!) Product, Price, Promotion, Place

ASPIRATION MARKETING Section II. Wine Industry Part A 1. Describe the Current Industry. How Attractive is It? 2. Should a Company Enter? With What Strategy? 3. What Should Current Companies do in this Market?

ASPIRATION MARKETING Section II. Market Map-Fill In BudgetPremium Barriers to Entry Substitutes Buyer Power Supplier Power Competitive Rivalry

ASPIRATION MARKETING Section II. Should We Enter Mkt? 1. Describe the Current Industry. How Attractive is It? 2. Should a Company Enter? With What Strategy? 3. What Should Current Companies do in this Market?

ASPIRATION MARKETING Section II. Alternative Strategies-Fill In StrategyComment

ASPIRATION MARKETING Section II. Incumbent Strategy 1. Describe the Current Industry. How Attractive is It? 2. Should a Company Enter? With What Strategy? 3. What Should Current Companies do in this Market?

ASPIRATION MARKETING Section II. Final Questions 1. What would be your positioning vs competition? Can you simultaneously de-position them? 2. How would you grow sales (demand for sales)? If you start at the high end as a niche player? What if you are a large incumbent? 3. How would you reconstruct the industry? Breaking the tension between features/cost?

2:30-2:40

ASPIRATION MARKETING Section III. Positioning: Competitive Analysis and Differentiation (60 Mins; 2:40-3:40) 1. Introduction 2. Discussion of HBS Case: Crafting Winning Strategies in a Mature Market: The U.S. Wine Industry in 2001 a) Current Elements of Industry Competition b) Casellas Reconstruction of the Industry Apply the Four Actions Framework (ERRC) c) Competitive Response d) Applying the Concepts to Technology Companies

ASPIRATION MARKETING Section III. Wine Industry-Part B 1. What are the Current Elements of Industry Competition? Product, Price, Promotion, Place 2. How Long has the Industry Competed on These?

ASPIRATION MARKETING Section III. Questions 1. How can Casella Reconstruct the Industry to Unlock Noncustomers? 2. How can they Implement their Marketing Strategy? a) What can they Eliminate? b) What can they Reduce? c) What can they Raise? d) What can they Create?

ASPIRATION MARKETING Section III. Implementing the 4Ps EliminateRaise Reduce Create

ASPIRATION MARKETING Section III. Applying to Technology Cos 1. How Might These Concepts Apply to (your) Technology Companies? a) Market/Industry Analysis b) Current Elements of Competition Differentiation-Price Tension c) Reconstructing the Industry Eliminate, Reduce, Raise, Create

3:40-3:50

ASPIRATION MARKETING Section IV. Friend and Enemies: Choosing the Right Partner (60 Mins; 3:50-4:50) 1. Introduction 2. Discussion of Partnership Strategies in HBS Case: TiVo 2007: DVRs and Beyond a) What was the companys original partnership strategy? b) What is the CEOs vision for the future? What Partners are necessary to be successful? What are the potential issues/conflicts? 3. Summary and Conclusions

ASPIRATION MARKETING Section IV. TIVO Partnership Strategy 1. What was TIVOs original partnership strategy? How/why did it evolve? 2. What should it be in the future? Do you support Rogers vision? What partners are required? 3. Whatever strategy you pick, show how it helps the Partners strategic vision Also consider any market conflicts that might be created (for you or your partner)

ASPIRATION MARKETING Section IV. Partnership Timeline-Fill In First DVR Sales Beg DirecTV Pship Intl Exp Comcast Disty Adv/BB Content Init Starts ARM Unit Begin IP Action 2008

ASPIRATION MARKETING Section IV. Industry Ecosystem-Fill In Home TV Carriers MSOs/Satcos/Telcos/OTA Adver- tisers Content Provs Networks Consumer Electronics Manufacturers Retail Stores

ASPIRATION MARKETING Section IV. Partnership Matrix-Fill In ProsConsFriendsEnemiesComments SA Hi Margins Control Low Volume, Losing Mkt Retail Stores Consumer Electronics Man Must Own Space, License? STB Volume Low Margins Lose Control Partner Carriers? All Carriers Many Sticky Contract Issues Adv Extends Bus, Pos Hi Margin Revs Need Sales Staff Advertisers, Carriers Networks, Consumers? Must Grow Base ARM Privacy Issues Advertisers, Networks Nielsen, Consumers? Must Grow Base IP Hi Margins Protection Cost/Time, Pennies Ret Attorneys, Licensees Everyone Protect Pos, Licensing? Intl Quick Expansion Exp, Time Consuming One Local Partner per Co All Non Partners Pick a good partner!

4:50-5:00

ASPIRATION MARKETING Section V. Sales and Business Development (20 Mins; 5:00-5:20) 1. Interactive Sales Game with Role Playing 2. Discussion of Negotiation and Who Closed the Deal! 3. Summary and Conclusions

ASPIRATION MARKETING Section V. Interactive Sales Game Acme Inc. makes/sells 2 million Electronic Meter Readers annually for about $250 each. Within each meter there is a wireless PCB that Acme currently buys from Basic Wireless Inc. Chip Supply, a billion dollar company, would like to begin selling to Acme immediately. Each of you is either the Purchasing Manager for Acme or the Sales Manager for Chip (based on your individual profile cards). You have 5 minutes to strike a deal! BE CREATIVE! USE GOOD BUS JUDGMENT!

ASPIRATION MARKETING Section VI. Review and Conclusions (10 Mins; 5:20-5:30) SUMMARY AND CONCLUSIONS DISCUSSION