1. MBA PT Class of 14 MKTG 601 Group B Marketing Strategy
Report
2. Marketing Strategy FY 13 15 MBA PT Class of 14 MKTG 601
Group B
3. AGENDA MBA PT Class of 14 MKTG 601 Group B Overview of
marketing strategy Key takeaways Summary of results Questions
MM
4. GUIDANCE BY BOARD MBA PT Class of 14 MKTG 601 Group B MM
MARKET SHARE REVENUE OP PROFIT CLIENTS STRATEGIC GROWTH
PILLARS
5. FUNDAMENTALS OF STRATEGY MBA PT Class of 14 MKTG 601 Group B
MM Product quality Product pricing Customer Relationship
Management
6. MUST-DO BEHAVIOURS MBA PT Class of 14 MKTG 601 Group B MM
Devise differentiated pricing to maximise profits Drive product
advocacy Demonstrate product leadership through superior quality
creating conveying extracting value
7. Demonstrate product leadership through superior quality MBA
PT Class of 14 MKTG 601 Group B MM Research & Development
(R&D) Patience Seed R&D investments from the very onset
Laser focus on core product capabilities for key revenue generators
Realistic expectations Consistent R&D spend for all 16 quarters
Prioritise Power-to-Size Ratio, Thermal Resistance to a lesser
extent
8. Drive product advocacy MBA PT Class of 14 MKTG 601 Group B
MM Customer Relationship Management Sales competency, surveillance
& NPD Efficient use of limited resources Customer retention
Invest in human capital (training & marcom) Allocate sales
force proportional to revenue Invest in existing client
relationships (large customers)
9. Devise differentiated pricing to maximise profits MBA PT
Class of 14 MKTG 601 Group B MM Differentiated Pricing Strategy
Convey premiumisation & performance leadership Leverage on
research to optimise pricing Mitigate possibility of channel
conflicts Charge price premiums, do not compete on price Consistent
research spend for all 16 quarters Exercise discretion when setting
distributor discounts
10. STRENGTHENING THE VALUE PROPOSITION MBA PT Class of 14 MKTG
601 Group B MM [Premium = desired value by customers actual value
delivered] Constantly minding & mining the gap between
performance premiums delivered & price premiums charged Q4 2015
Segment A purchases as % of total sales per quarter Price premium
as % of actual price Performance premium as % of actual
Power-to-Size Ratio performance
11. RESULTS AS OF Q4 FY '15 MBA PT Class of 14 MKTG 601 Group B
MM MARKET SHARE CUM. REVENUE CUM. PROFIT CLIENTS STRATEGIC GROWTH
PILLARS 10.4% $83M $10M Segment A Segment B Segment C Segment D
Small
12. MBA PT Class of 14 MKTG 601 Group B MM THANK YOU