Strategic Marketing and Planning
Dr Nick Pay
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Strategic Marketing
vs
Strategic Planning
Tends to deal with “here and now” wrt
Products and services.
Looks to the future and
Asset deployment
An example:
• What intellectual Property do I have
• And how best to optimize it?
• What’s the basis of competition?
What IP do I need?
How do I get it?
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Basis of Competition
Marketplace is: 100 m Sprint
Who has a competitive advantage?
Marketplace is: Wrestling Mat
Definition of marketplace and it’s characteristics
help define competitive advantage
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Strategic Marketing: Competitive Advantage
Big
Strong
Difficult to budge
Email: [email protected]
Web
www.nuage-vision.com
Small, Nimble and fast
Flexible
“Weak”
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Strategic Marketing: Delivering Value
Exploiting IP to its full potential
Understand the Value Chain
e.g. Box with consumables
Email: [email protected]
Web
www.nuage-vision.com
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
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
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
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Strategic Planning and Product/Industry life cycles
Embryonic
Growth
Mature
Aging
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.
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Embryonic
Growth
Mature
Aging
Laggards and
Skeptics forced to
adopt
Innovators
Technology Enthusiasts
Early Adopters
Visionaries
Conservative Users see
Opportunity once risk is
low
Early Pragmatists
Begin to adopt product
sales low / costs high
Email: [email protected]
Web
www.nuage-vision.com
sales growing
applications established
Tel:
Distribution/Price
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Exploiting Key Assets
INDUSTRY A
Large Market >$10 Bn
Seeking solution to a
problem
NewCo
SLEPT
Porter
Swot
Etc….
INDUSTRY B
New Segment
created with info
from Segment A
using identified
technology
Email: [email protected]
Web
www.nuage-vision.com
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
NewCo owns IP for new segment
Therefore control market pricing,
Entry barriers and basis of
competition
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
Ansoff
Strategic Marketer’s Toolbox - examples
3 Horizons for growth
SWOT
Strengths, Weaknesses,
Opportunities, Threats
SLEPT
Social, Legal, Economic, Political, Technological
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014
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
Email: [email protected]
Web
www.nuage-vision.com
Tel:
+44 (0) 7803 122 583
+44 (0) 7553 040 928
© NuAge Vision 2014