© NuAge Vision 2014 Webwww.nuage-vision.com Tel:+44 (0) 7803 122 583 +44 (0) 7553 040 928 Strategic.

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Presentation transcript:

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Strategic Marketing and Planning Dr Nick Pay

Strategic Marketing vs Strategic Planning Looks to the future and Asset deployment What IP do I need? How do I get it? Tends to deal with “here and now” wrt Products and services. An example: What intellectual Property do I have And how best to optimize it? What’s the basis of competition? Webwww.nuage-vision.com Tel:+44 (0) (0) © NuAge Vision 2014

Webwww.nuage-vision.com Tel:+44 (0) (0) Basis of Competition Marketplace is: 100 m Sprint Marketplace is: Wrestling Mat Definition of marketplace and it’s characteristics help define competitive advantage Who has a competitive advantage?

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Strategic Marketing: Competitive Advantage Big Strong Difficult to budge Small, Nimble and fast Flexible “Weak”

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Strategic Marketing: Delivering Value Exploiting IP to its full potential Understand the Value Chain e.g. Box with consumables Strategic Marketing: Changing Marketplace “where’s my app?” Channel Strategy Cross-promotion networks (e.g. AppCircle, Chartboost), Incentivised downloads (e.g. TapJoy), Vertical/specialist app stores (e.g. Happtique) Reviewer networks (e.g. AppFriday), ad-networks Deals of the day services (e.g. AppGratis), Recommendation services (e.g. Hooked)R Review sites (AppAdvice) Non-native marketplaces (e.g. GetJar and carrier app stores) SEGMENTATION

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Strategic Marketing: Core Competencies What are you good at? What can you do? What can’t you do and What are you not good at? But avoid

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Strategic Planning and Product/Industry life cycles EmbryonicGrowthMatureAging INDUSTRY or SECTOR INDUSTRY or SECTOR In late growth stage Innovation within Sector Innovation or Incremental Change Player already in the industry will, therefore, look at some innovations as incremental rather than truly innovative.

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) EmbryonicGrowthMatureAging sales low / costs highsales growingapplications establishedDistribution/Price Innovators Technology Enthusiasts Early Adopters Visionaries Early Pragmatists Begin to adopt product Conservative Users see Opportunity once risk is low Laggards and Skeptics forced to adopt

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) INDUSTRY A Large Market >$10 Bn Seeking solution to a problem NewCo SLEPT Porter Swot Etc…. Identifies Key Technologies in Industry A and acquires IP estate of one Strategy: to proactively license this technology and establish dominant design only within Industry A Target Segment solves problem INDUSTRY B New Segment created with info from Segment A using identified technology Exploiting Key Assets NewCo owns IP for new segment Therefore control market pricing, Entry barriers and basis of competition

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Strategic Marketer’s Toolbox - examples SWOT Strengths, Weaknesses, Opportunities, Threats 3 Horizons for growth SLEPT Social, Legal, Economic, Political, Technological Ansoff

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) And finally…. If you do not know where you are going any road will take you there. …Kotler The future is unpredictable but it is not an arbitrary stroll

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) FINISH

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Tactical Marketing 3,5,7 P Model… Emphasis: Promotion Product Price Place People Physical Evidence Process Etc…. EmbryonicGrowthMatureAging Price Product Promotion PLACE

© NuAge Vision Webwww.nuage-vision.com Tel:+44 (0) (0) Tactical Marketing and corporate performance: marketing affects profitability and the survival. Strategic marketing/planning: a decision-making process for generating a strategic change perspective, Strategic analysis, the marketing audit and portfolio analysis, including multi-factor analysis and application. Growth strategy including market penetration, marketing development, new product development and diversification. The process of competitive advantage and brand position development. Implementation issues and the process of strategic planning. Action planning and review