Technology objectives

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Presentation transcript:

Technology objectives The Plan Hierarchy Corporate objectives Revenue/profit objectives Shareholder value objectives Business strategy Business Plan Product Communications Plan Distribution Sales Marketing Revenue/profit objectives Market share objectives Marketing strategy Segment/customer objectives Positioning objectives Technology objectives Cost objectives Comms objectives Service objectives Cost objectives Sales objectives

The SOSTAC Planning Process WHERE ARE WE NOW? WHERE ARE WE HEADING? HOW DO WE GET THERE? WHAT NEEDS TO HAPPEN? BY WHO, WHEN & WHERE? ARE WE ON THE RIGHT TRACK? Situation Analysis Objectives Strategy Tactics – (7 P’s sit here) Actions Controls

Objectives Worksheet Campaign Business Objectives Marketing Objectives Campaign Objectives Objective 1 Objective 2 Objective 3

Objectives Worksheet Campaign Business Objectives Marketing Objectives Campaign Objectives Objective 1 Objective 2 Objective 3

Customer Value Perceptions The Perception of Economic Value ‘Value for money’ Cost savings Time savings Improvements in cost efficiency Reduction in total cost of ownership Reduction in complexity THINK DO FEEL ? The Perception of Functional Value Faster Easier More convenient Higher quality Higher performance Greater capacity More efficient More user-friendly The Perception of Emotional Value Peace of mind Sense of security Sense of control Identity/belonging Respect Self-worth Confidence, trust

Value Proposition Summary Statement A complete value proposition follows this formula: “For [specific target audience], who want [needs to be filled customer focus], [product] is the [frame of reference] that provides [key benefits and points of differentiation].”

Communication Tasks A communications task consists of five steps: Audience Identification A communications task consists of five steps: Identifying the audience(s) Determining the current state of the audience(s) Determining the desired positioning for our products/service brand Identifying the key messages that will support this positioning Selecting the most appropriate communications tools Audience State Desired Positioning Key Messages Communication Tools

Communication Tasks Who are we talking to? Audience Identification Who are we talking to? State What do they currently know, believe or do? Desired Positioning What are our competitors saying to them? How do we want them to perceive our product/brand? What do we want them to know, believe or do? Key Messages What do we say? Communication Tools How do we say it?

Positioning and Messaging: Six Tests Is it different? Is it relevant? Is it clear? Is it credible? Is it attainable? Is it sustainable?

Positioning and Messaging: Six Tests Is it different? Does the positioning and messaging clearly differentiate you from competitors? Is there a competitor already in this space? Is this message simply repeating messages already given by competitors?

Positioning and Messaging: Six Tests Is this likely to be something that is important to this audience? Does the message say something about the promise of value benefits to be derived from your proposition and do these correspond with the audience’s value perceptions? Does the positioning make an appropriate connection with an important purchase driver? Is it relevant?

Positioning and Messaging: Six Tests Is the message easy for the audience to understand? Is the message communicated in the audience’s language? Do the positioning and messaging express the benefits in a clear and audience-friendly way? Is the message specific and focused or ambiguous and vague? Do the positioning and messaging connect with value perceptions in a clear and meaningful way? Is it clear?

Positioning and Messaging: Six Tests Will the audience believe it? Can you offer strong reasons to believe to substantiate your positioning and messaging? Is it credible?

Positioning and Messaging: Six Tests Can you get there? Are you making claims that are achievable and defensible? Is it attainable?

Positioning and Messaging: Six Tests Can you maintain this position over time? To what extent will it remain relevant in the future as technology and products change? When will this positioning cease to be appropriate? When are competitors likely to catch up? When will the messaging need to be refreshed? Is it sustainable?