Distribution Channel Marketing Strategy Review by sgp37271

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									The Decision Point                                                                                                                            www.TheDecisionPoint.com



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Marketing Strategy Development                                                  Steps                                                                     Legend
                                                                                                                                                           Inputs
   Your Company:                   (name)     Company XYZ                   R       1      Load Marketing Strategy Worksheet (enter data)                 Outputs
                                                                                    2      Market Segment Analysis                                       Information
   Enter in Date:                             January 1, 2009               R       3      Customer Analysis
                                                                                    4      Product/Service Analysis
   Market Segment:                (name)      Segment 1                     R       5      Company Analysis
                                                                                    6      Marketing SWOT Analysis
   Competitors                                                                      7      Setting Your Marketing Goals
      Competitor 1               (name)                     1               R       8      Setting Marketing Objectives - Overall Direction
                                                                                    9      Setting Marketing Objectives - Product Marketing
      Competitor 2                (name)                    2               R       10     Develop Your Positioning
                                                                                    11     Product/Service Strategy
      Competitor 3               (name)                     3               R       12     Pricing Strategy
                                                                                    13     Placement Strategy
                                                                                    14     Promotion Strategy
                                                                                    15     Marketing Strategy Summary

   Note: Throughout the worksheet you may see an "R" beside a particular input cell. These are to
   identify input cells where information is required as it 'feeds' other parts of the worksheet . If you
   do not include the required input the worksheet might not perform calculations or carry forward the
   necessary information to other parts of the worksheet.




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Market Segment Analysis                                                         Company XYZ                               1-Jan-09

                                                              Your current       Competitor      Competitor        Competitor        Assess-   Assessment
                                                  Segment 1     position            1               2                 3               ment*    Description

 Industry Segment

  - Sub-industry category

 Coverage - Geography
  - Primary
  - Secondary

 Market Segment Size
 ($ revenue)
  - Source 1:                                 R $        -
  - Source 2:
 Company Revenues              (current
                                              R               $             -
 year)

 Market Share                                                     #DIV/0!          #DIV/0!          #DIV/0!            #DIV/0!
 (% of total market)

 Market Growth Rate
 (declining, slow, growing, high growth)


 Competiton
                                              R
 (none, few, some, many)


 Marketplace Goal
 (profit, market share, leadership)


 Approach to achieve Goal
 (low prices, better quality, low overhead)

 Environmental Impact
 (high, med, low)
  - Economy (recession, boom)

  - Regulatory Changes (legislation)

  - Technology Changes (new
 standards)
  - Social Changes (trends, aging
 population)
  - Other

                                                                                                                Assessment
 * Assessment: "S" = Strength, "W" = Weakness, "O" = Opportunity, "T" = Threat                                  Strengths
                                                                                                                Weakness
                                                                                                                Opportunities
                                                                                                                Threats




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       SMB Consulting, Inc.                                                                                                                         http://smbconsultinginc.com



Customer Analysis                                                                     Company XYZ                              1-Jan-09

                                                                       Your current     Competitor        Competitor     Competitor       Assess-         Assessment
                                                      Segment 1          position          1                 2              3              ment*          Description
 Customer Enterprise Size
 (Soho, SME, Large)

 No. of Customers                             R                    -             -

 No. of Prospects                             R                                  -

 Extent of Customer
 Fragmentation (high, medium, low)

 Customer Needs                                   1
 (top 3 wants, needs)                             2

                                                  3

 Marketing Approach
 (Explain, Competitive comparison, Brand      R
 values, Corporate values)

 Sales Approach         (Consultative,
                                              R
 Features/Benefits, Reference, Price/Value)


 Preferred Distribution Method                R
 (direct, retail, distributor, e-commerce)

 Demographics of Decision
 Maker or Buyer (age, sex, education,
 job, etc.)

 Psychographics
 (if applicable - influences, life-style,
 predisposition)

 Customer opinion of Product
 (positive, neutral, negative)

                                                                                                                       Assessment
 * Assessment: "S" = Strength, "W" = Weakness, "O" = Opportunity, "T" = Threat                                         Strengths             0
                                                                                                                       Weakness              0
                                                                                                                       Opportunities         0
                                                                                                                       Threats               0




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                     Product/Service Analysis                                                                   Company XYZ                            1-Jan-09

                                                                                                 Your current     Competitor       Competitor     Competitor      Assess-   Assessment
                                                                               Segment 1           position          1                2              3             ment*    Description

                       Product/Service Name


                       Product/Sevice Benefits                             1
                       (3 key points)                                      2
                                                                           3
                       Product/Market Development Stage
                       (pioneer, early adoption, growth, high growth,
                       mature, declining)

                       Product/Market Life Cycle           (new/unique,
                       product differentiation, service differentiation,
                       commodity)

                       Product Financial Performance
                       Gross Margin
                                                                           R
                       (high>60%, medium>45%, low<30%)

                       Profit Margin
                                                                           R
                       (high>20%, medium>10%, low<10%)

                       Product/Service Costs
                                                                           R
                       (very high, high, medium, low)

                       Product Brand Positioning

                       Product/Service Tag line

                       Overall Strategy
                                                                           R
                       (Specific, Value, Broad)

                       Key messages                                        1
                                                                           2
                                                                           3

                       Product/Service Price
                                                                           R
                       (low, medium, high, very high)

                       Price Point relative to competition (low,
                       neutral, high, premium)

                       Channel Strategy
                                                                           R
                       (direct, indirect, dual)
                       Channel Split - Direct
                                            - Indirect                     1
                                                                           2
                        (revenue/channel)                                  3
                       Brand/Reputation Impact
                       (high, medium, low)

                       Marketing Investments (annual) (low<10%,
                       medium<20%, high>20%)

                       Marketing Mix
                        Advertising (% of marketing investment)
                        Direct Sales
                        Telemarketing
                        Channel Marketing Support


                       * Assessment: "S" = Strength, "W" = Weakness, "O" = Opportunity, "T" = Threat                                            Assessment
                                                                                                                                                Strengths            0
                                                                                                                                                Weakness             0
                                                                                                                                                Opportunities        0
                                                                                                                                                Threats              0




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  SMB Consulting, Inc.                                                                                                                      http://smbconsultinginc.com



Company Analysis                                                                    Company XYZ                        1-Jan-09

                                                                    Your current     Competitor     Competitor     Competitor     Assess-      Assessment
                                                   Segment 1          position          1              2              3            ment*       Description
 Financial Position
                                             R
 (strong, neutral, weak)

 Operational Capacity for Growth
  Sales

  Product/Service Development

  Product Build / Service Delivery

  Customer Service

  Operations
    (strong, neutral, weak)

 Strategic Partnerships
  Suppliers

  Complementary Products

  Sales & Customer Service
    (strong, neutral, weak)

 Management Style
 (visionary, strategic, operational, cost    R
 management)




 * Assessment: "S" = Strength, "W" = Weakness, "O" = Opportunity, "T" = Threat                                    Assessment
                                                                                                                  Strengths          0
                                                                                                                  Weakness           0
                                                                                                                  Opportunities      0
                                                                                                                  Threats            0




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SMB Consulting, Inc.                                                                                                                 http://smbconsultinginc.com

  Marketing SWOT Analysis                                                                  Company XYZ

      The SWOT Analysis gives you a clear picture of what your current challenges are and where opportunities may lie for business growth and
      success. By establishing the most significant elements in this simple diagram you can focus your attention on what market goals and objectives
      you need to accomplish to overcome the challenges, to leverage your strengths, and to exploit potential business opportunities.



      Strengths and Weaknesses are based on an internal assessment of your company. Opportunities and Threats are external to your business and
      are an assessment of your competitors, environmental issues (regulatory, economic, or technological), or other external factors.

      Step 1: Select Strengths, Weaknesses, Opportunities and Threats

      Total number of Strengths, Weaknesses, Opportunities and Threats uncovered during your previous analysis steps:

                                            Strengths                                  0
                                            Weaknesses                                 0
                                            Opportunities                              0
                                            Threats                                    0

      Select the most significant elements from the previous analysis lists (market, product, customer and company) and place them in the appropriate
      box below.

                                     Rank Strengths                                Rank Weaknesses




                                     Rank Opportunities                            Rank Threats




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SMB Consulting, Inc.                                                                                                                                             http://smbconsultinginc.com



Setting Your Marketing Goals                                                     Company XYZ                                                             1-Jan-09



    Revenue/Market Share Targets

    Step 1: Enter global data

    Enter total market revenues based on established industry market size estimates or other methods, your current year annual revenue, estimate of the overall
    market growth over the next few years, and your current number of customers.

    Total Market                       $                  -   (in thousands of dollars)                        Market Growth Rate                        0

    Current Year Revenue               $                  -   (in thousands of dollars)                        Customers                                         -


    Step 2: Establish which Build best suits your company's stage of development
    Top-Down Build
    If you are an early stage company with limited financial history and are at an early stage of market penetration then the „Top-Down‟ Build is the most
    appropriate one for your goal setting.

    Enter in the market growth rate you expect over the next two-three years, your estimate of your company's growth rate over the next two-three years and
    your current number of customers.

                                                              Current Year   Market              Estimated
    Segment 1                              Total Market        Revenues    Growth Rate          Growth Rate        Year 1            Year 2            Year 3

     Revenue                           $                  -   $             -          0              0        $             -   $             -   $             -   *1

     Market Share                                                 #DIV/0!                                          #DIV/0!           #DIV/0!           #DIV/0!



                                                                                                           *1 (estimated growth rate x current share of revenue)




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    Bottom-up Build
    If your company is further along in its penetration of a market and has some financial results for the past two years with a demonstrable growth pattern then
    the „Bottom-Up‟ Model is another way of establishing your goals.



    Enter your most current year revenues (by channel if available), the prior year/year revenue growth in percentage terms, and your estimate of your
    company‟s revenue growth rate over the next two-three years (by channel if available).

                                                            Current Year          Yr / Yr        Estimated
    Segment 1                                                Revenues            Growth %       Growth Rate        Year 1         Year 2           Year 3
                                       Direct Sales         $             -                 0                0               -              -                -
                                       Indirect Channels
                                        Channel 1           $             -                 0                0               -              -                -
                                        Channel 2           $             -                 0                0               -              -                -
                                        Channel 3           $             -                 0                0               -              -                -

     Revenue                                                $             -                       #DIV/0!                    -              -                -   *1

     Market Share                                               #DIV/0!                                            #DIV/0!        #DIV/0!          #DIV/0!

     Customer Growth                                                      -                                        #DIV/0!        #DIV/0!          #DIV/0!
                                                                                                            *1 (estimated growth rate x current year revenues)




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    Profit Build
    If you have a number of years of good operational financial information and are showing profit then an alternative approach would be the „Profit Build' which
    bases its goal setting from expected profit projections and associated margin estimates.

    Enter your most current year profit, operating and gross margin expenses, your estimate of profit growth you expect over the next two-three years, and
    expected margin improvement for both your gross margin and operating margin over the same time period.

                                                                           Estimated     Margin
    Segment 1                                                Current Year Growth Rate Improvement                    Year 1            Year 2            Year 3

                                       Profit                $             -                0                    $             -   $             -   $             -    *1
                                       Profit Margin             #DIV/0!                          #DIV/0!            #DIV/0!           #DIV/0!           #DIV/0!        *2

                                       Operating Expense     $             -                                         #DIV/0!           #DIV/0!           #DIV/0!
                                       Operating Margin          #DIV/0!                                0.0%         #DIV/0!           #DIV/0!           #DIV/0!        *2

                                       Gross Expense         $             -                                         #DIV/0!           #DIV/0!           #DIV/0!
                                       Gross Margin              #DIV/0!                                0.0%         #DIV/0!           #DIV/0!           #DIV/0!        *2
                                                                 #DIV/0!                                             #DIV/0!           #DIV/0!           #DIV/0!
                                       Revenue               $             -                                         #DIV/0!           #DIV/0!           #DIV/0!        *3

                                       Market Share              #DIV/0!                                             #DIV/0!           #DIV/0!           #DIV/0!        *4

                                       Total Market                                                         *1   (estimated growth rate x magin improvement x profit)
                                        $              -                                                    *2   (year profit x margin x margin improvement)
                                                                                                            *3   (reciprocal of gross margin x profit for the year)
                                                                                                            *4   (year revenue divided by total market - incl.growth)


    Step 3: Summarize Revenue Targets

    Based on either a particular 'build' or an average across the 'builds', establish your revenue targets in the boxes provided below.

    Summary Marketing Goals                                 Current Year                                             Year 1            Year 2            Year 3

     Revenue average of above models                                                                                     #DIV/0!           #DIV/0!            #DIV/0!

     Revenue                                                 $             -                                     $             -   $             -   $             -

     Market Share                                                #DIV/0!                                             #DIV/0!           #DIV/0!           #DIV/0!

     Customer Growth                                                       -                                         #DIV/0!           #DIV/0!           #DIV/0!




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SMB Consulting, Inc.                                                                                            http://smbconsultinginc.com



   Setting Marketing Objectives - Overall                                 Company XYZ                               1-Jan-09

      Step 1: Overall Direction for Market Segment

      Setting an overall direction for a particular market segment is an important step towards understanding
      the real potential for success for your product/service. An overriding factor is that whatever quadrant
      you find yourself in the company must be generating/or be able to generate profits otherwise by
      default you are in a divest mode. Based upon the factor table below, position your Direction for the
      Market Segment and also start thinking about actions to either mitigate a shortcoming or improve
      your offering to further strengthen you in the proper direction. These actions form some of the
      elements for your Marketing Objectives.


                                                              Segment 1

                                  High
                                                   Strengthen                         Invest

                                                 Selectively invest               Build for Growth
                                               Strengthen resources               Invest resources
      Market
      Attractiveness
                                                     Divest                          Sustain

                                                 Manage for cash            Manage for short term profits
                                               Absorb overhead costs         Effective mktg & sales ops.
                                  Low
                                         Low                                                           High

                                                              Company Position




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SMB Consulting, Inc.                                                                                                                                           http://smbconsultinginc.com




      Step 2: Rank Market Attractiveness & Company Position

      Rate the most appropriate level of Market Attractiveness and Company Position in the Rating column provided. State actions you would consider
      to mitigate or improve low ratings. These are used to develop your marketing objectives in the following step.

      Factor                           High 10 9       8 7                               6      5    4     3   2      1   Low       Rate      Action to Mitigate/Improve
                                       Market Attractiveness                                                             Average    0.0
      Market Size                      Large                                                                                Small    0
      Market Growth Rate               > 20%                                                                                < 1%     0
      Coverage - Geography             Contiguous                                                                      Dispersed     0
      Market Share (your)              > 10%                                                                                < 1%     0
      Customer Fragmentation           Low                                                                                   High    0
      Environmental Impact             Low                                                                                   High    0
                                       Company Position                                                                  Average    0.0
      Operational Capability           Strong                                                                               Weak     0
      Competitive Position             Strong                                                                               Weak     0
      Brand/Reputation                 Strong/High Awareness                                                      Unknown/Weak       0
      Product Acceptance               Strong/Leader                                                            New entrant/Weak     0
      Access to Channels               Well established                                                             Few and new      0

                                                                                   Overall Market Direction
                                                                     10.0


                                                                      8.0
                                             Market Attractiveness




                                                                                  Strengthen         Invest                                Step3: Overall Market Direction
                                                                      6.0
                                                                                                                                           Divest
                                                                      4.0

                                                                                    Divest          Sustain
                                                                      2.0


                                                                      0.0
                                                                            0.0          4.0    6.0
                                                                                  2.0 Company Position   8.0   10.0




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       Step 4: Marketing Objectives* to Support Overall Direction for Market Segment

   1                                                                                                                                            R


   2                                                                                                                                            R


   3                                                                                                                                            R




       * Marketing objectives need to be measurable, quantifiable, and time specific; and they need to support the revenue and market share goals.




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SMB Consulting, Inc.                                                                                                                                    http://smbconsultinginc.com

 Setting Marketing Objectives - Product                                                                    Company XYZ                                                  1-Jan-09

      Step 1: Product Marketing Strategy

      This next step is to focus you on what overriding product marketing strategy you are going to pursue given your selected
      market segment and overall market direction.

                                       Cost Leadership                  Differentiation                    Focus Strategy                            Your Strategy

      Profit Expectations              Medium                           Medium                             High


                                                                        Unique product - proprietary
                                       Produce products at lower cost                                      Product and service differentiated
      Product Characteristics                                           technology, brand, superior
                                       than competitors                                                    enough or only player in the segment
                                                                        service
                                       Access to operating capital,     Strong marketing abilities,
                                                                                                           Strong sales capabilities, partnerships
      Company Competencies             good process engineering, low    effective product engineering,
                                                                                                           in segment
                                       cost distribution                creative personnel

                                       Low cost channels to many        Tight control over partner         Small market coverage with direct
      Marketing
                                       geographies                      coverage and direct organization   resources


      Step 2: Develop your Product Marketing Strategy
      Based on the Product Marketing Strategy Options table, select the attributes of the different product marketing strategies that you
      currently support product fit or require marketing efforts to either mitigate competitive challenges or improve your offering.

      Your Product/Market Strategy                                                                         R



      Step 3: Marketing Objectives* to Support Product Marketing Strategy




      * Marketing objectives need to be measurable, quantifiable, and time specific; and they need to support the revenue and market share goals.




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SMB Consulting, Inc.                                                                                                                   http://smbconsultinginc.com



 Positioning                                               Company XYZ                                                     1-Jan-09


    Positioning is the way we want customers to think and feel about our brand. It is the position we occupy in their minds
    relative to the competition.

    Positioning focuses on the long term. It begins with the development of a positioning statement. The positioning
    statement provides the foundation for all aspects of the marketing effort so that they work together to deliver
    the same strong message.

    Positioning is a way of making your products/services stand out by providing clear, focused and consistent messages
    and images.

     Step 1: Review Positioning Approaches

    Your product-service and the market segment you are selling into will have an effect on how you should construct
    your positioning statement. There are three approaches to positioning that you can adopt:



    Broad Positioning            - niche product, low-cost leader, product differentiator


    Specific Positioning         - product features, benefits, use, against competitors product


    Value Positioning            - quality vs. cost (high quality/low cost), combination of pricing + distribution channel + quality




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SMB Consulting, Inc.                                                                                                                      http://smbconsultinginc.com




     Step 2: Creation of a Positioning Statement

    The positioning statement has four key aspects to its development:


    Target Audience              The highest priority users who demonstrate the greatest need and potential for your product or service

    Frame of Reference           Defines the business you are primarily in that supports your core products/services

    Point of Difference          The best possible brand identity position that is unique from your competitors

    Support                      The key business support factor that is defendable and substantiates your point of difference




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SMB Consulting, Inc.                                                                                                               http://smbconsultinginc.com



     Step 3: Target Audience

    Characterize your different audiences by either the type of industry they are in, the specific role or occupation of the
    users of your product/service, and other factors such as age, demographics or needs. Prioritize these user types into
    the attributes that best describe your target audience. Include the top two-three audience characteristics in the box below.


    User types                    Target Audience                               Priority
    Type of Industry




    Occupation



    Age or Other
    Demographic


    Type of Need




                                                    Target Audience
                              1
                              2
                              3
                              4




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SMB Consulting, Inc.                                                                                                               http://smbconsultinginc.com




     Step 4: Frame of Reference

    Define the business you are in by filling out as many of the following fields as possible. Try to provide descriptions
    that range from broad to very narrow. Prioritize and select the most appropriate business description that your
    customers would have affinity with. If it is defined too broadly, then your customers will find it hard to understand
    where your strengths lie. If too specific your customers will be clear on your competencies but the definition
    could exclude future products and services as they potentially could fall outside of the narrow “Frame of Reference”.

                                 General   <----------------------------------------------------->        Specific      Priority




                                                     Frame of Reference
                                                 1
                                                 2
                                                 3
                                                 4




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      Step 5: Brand Identity

      To develop your company's "Point of Difference" you must first identify the attributes that best describe your product/service's
      brand identity. This brand identity must then be compared to the most relevant brand identities of your leading
      competitors. To finalize your "Point of Difference" you must select a core identity that positions you the best against
      your competitors. To identify if your selected attributes are core (critical) or extended (supportive) you must evaluate if the
      attribute is meaningful (core) or not important (extended) from a customer perspective.
                                                                                                         (M=Meaningful, N=Not Important)
                                                                                                              Customer                  Core or
      Type of Identity           Type of Attribute          Brand Attribute                                   Perception               Extended
      Product Related            Product Scope
                                 Product Features
                                 High Quality/Value
                                 Product Use
                                 Types of Users
      Organization Related       Organizational features                                                                                           Copy the top 2-3 Core and
                                 Local vs. Global                                                                                                 Extended attributes into the
      Person Related             Personality                                                                                                       appropriate boxes below
                                 Customer Relationship
      Symbol Related             Visual Imagery and
                                 Metaphors
                                 Heritage or Tradition
      Key Benefits               Functional Benefits
                                 Emotional Benefits
                                 Self-expressive Benefits

      Core Identity                                                                  Extended Identity
  1                                                                              1
  2                                                                              2
  3                                                                              3
  4                                                                              4




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     Step 6: Competitor Positioning Analysis

    Select only one "most relevant" position for each competitor and place a copy of it in the box below.

                                       Competitor      Competitor             Competitor           Competitor
    Type of Identity                      1               2                      3

    Key Messages



    Product Related


    Organization
    Related


    Person Related



    Symbol Related



    Key Benefits




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SMB Consulting, Inc.                                                                                                        http://smbconsultinginc.com




      Step 7: Point of Difference

      Choose your best possible position that is unique from the competitors most relevant positions.
      By selecting the most unique position against your competitors you have defined the 'Point of Difference'.

      Priority of Positions                            Most Relevant Position

      Your Company                     Competitor 1      Competitor 2          Competitor 3          Competitor 4

  1



  2
                                                      Point of Difference

  3



  4                                                   Select only one "most unique" position from your company positions.




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SMB Consulting, Inc.                                                                                                                  http://smbconsultinginc.com




     Step 8: Support

    Support is the reason(s) why you can claim your "Point of Difference". You need to list and prioritize the reasons why
    your company has the skills, capabilities, expertise, etc. to support the "Point of Difference". Select the top two-three
    Support claims.
                                                                                                                           Priority


    Reason 1

    Reason 2

    Reason 3

    Reason 4

    Reason 5



                                                   Support




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SMB Consulting, Inc.                                                                                                       http://smbconsultinginc.com




     Step 9: Draft Positioning Statement

    Bring forward the elements from the summary boxes in Steps 1, 2, 5 and 6 to form the draft version
    of your positioning statement. You now have all of the elements and analysis to complete your Positioning Statement.




                                   To                                                            Target Audience




                                   Your company is                                               Frame of Reference



                                                                                                 Point of
                                   that
                                                                                                 Difference



                                   because                                                       Support




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     Step 10: Final Positioning Statement

    Take the elements of the draft positioning statement and craft them together into a single or series of concise
    sentences to bring your positioning statement into clarity.




                                                                                               R




    Once you have completed the Final Positioning Statement, there are questions you need to ask yourself:

    Does your positioning statement fit well with the products/services you are marketing into the marketplace?
    Will this statement resonate well with both your current and future customers?
    Will this statement support your marketing objectives?
    Is this positioning statement unique and memorable?




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SMB Consulting, Inc.                                                                                                                         http://smbconsultinginc.com

 Product/Service Strategy                                                          Company XYZ                                           1-Jan-09

     Step 1 & 2: Product/Market Life Cycle
     For each key factor state your future position to product marketing using the attribute that best describes your
     product or service in this segment. List the attributes in "Your Future Position" column and compare with those in "Your Current Position" column.

                                                                                                                            Your Future Position
                                        New or Unique            Product               Service         “Commodity”                                    Your Current
     Key Factors                          Product             Differentiation      Differentiation       Product                                        Position
                                                                Competitive
     Marketing Approach                      Explain                                 Brand values      Corporate values
                                                                comparison

     Sales Approach                        Consultative       Feature/Benefits        Reference           Price/Value

                                                           Value Add Channel         VA Channel       Retailer - Low Cost
     Distribution                             Direct
                                                           Exclusive distributor   Wider distribution     Distributor
                                       Very high – company High – competitor       Medium – market     Low - consumer
     Price
                                            controlled          controlled            controlled          controlled
     Competition                              Little                Few                 Some                 Many

     Costs                                  Very high             Medium             Medium/Low           Medium/Low

     Positioning                             Specific          Specific/Value        Broad/Value             Broad

     Management Style                       Visionary             Strategic          Operational      Cost Management

     Profit                               Medium/High               High             Medium/High          Medium/High




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SMB Consulting, Inc.                                                                                                                  http://smbconsultinginc.com


     Step 3: Features & Benefits
     For each feature of your product/service state a supporting benefit that is from your customer's perspective.
     The benefit can be financial, emotional, time/convenience oriented, improvement over the current
     way, technological, etc. Keep in mind though the features and benefits have to reflect ones that support
     the attributes selected above based on where your product/service is in the life cycle. Once you have completed
     this give each one a priority.

     Features                                        Benefits                                      Priority            Current Benefits
       Feature 1                                       Benefit 1


       Feature 2                                       Benefit 2


       Feature 3                                       Benefit 3


       Feature 4                                       Benefit 4


       Feature 5                                       Benefit 5


       Feature 6                                       Benefit 6


       Feature 7                                       Benefit 7


       Feature 8                                       Benefit 8


                                                                                            List in priority from 1
                                                                                            to 8 based on the fit
                                                                                            with your strategy.




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  SMB Consulting, Inc.                                                                                                                              http://smbconsultinginc.com



Pricing Strategy                                                        Company XYZ                                          1-Jan-09

  Step 1: Factors to Evaluate

  Your pricing strategy has to some extent already been predetermined by your Overall Direction and
  your stated Product Marketing Strategy. In concert with these two strategy elements, your Pricing
  Strategy can be further refined by evaluating the following factors and determining their importance
  to your product/service offering price.

  Overall Direction                                 Divest

  Product Marketing Strategy

  Factors to Evaluate                                                                                      Refined Attributes of Pricing Strategy

  Competition (or lack of)               Will a higher price put you out of the race?

  Sensitivity (or Insensitivity) of
                                    How high a price gap will your customers support?
  your Customers

  Price Elasticity                       Can you sell more at a lower price?

  Value of Product as it Relates
                                 Is there alignment between these two values?
  to Price

  Product Brand Value                    Can you charge a premium because of a strong brand?


  Product Positioning                    What pricing strategy does your positioning support?




  Copyright 2006. All rights reserved.                                                  Marketing Strategy Worksheet                                       1/20/2011 2:56 PM 26
SMB Consulting, Inc.                                                                                                  http://smbconsultinginc.com




Step 3: Pricing Strategy

There are three basic pricing strategies you can pursue:


                                                               Product       Rev/Profit    Mkt. Share
Pricing Strategy Type                       Price          Differentiation    Capture       Capture   Competition

Skimming Strategy                       Set Prices High         High            High           Low         Low


Market Penetration                      Set Prices Low      Medium/High         Low            High     Medium/High


Comparable Strategy                    Match competitors      Medium          Medium       Medium/Low      High




Your Pricing Strategy



Pricing Strategy Type




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   SMB Consulting, Inc.                                                                                                                                               http://smbconsultinginc.com



Placement (Distribution) Strategy                                       Company XYZ                                                                                1-Jan-09

 The goal of a good product/service distribution strategy is to maximize market coverage, sales growth and profitability. Usually, to achieve
 these goals a mix of direct and indirect channels are required to attain the maximum coverage and best serve the customers needs.
 In developing a distribution strategy the following factors need to be evaluated as to the applicability to a particular market segment and
 the product/service being offered.

 Step 1: Review Current Channel Strategy

 Current Distribution Approach                                          Channel Splits - Direct                                                                        -
                                                                                     - Indirect 1                                                                      -
                                                                                     - Indirect 1                                                                      -
                                                                                     - Indirect 1                                                                      -
                                                                                                                                        Total                          -
 Step 2: Distribution/Channel Factors to Consider
                                                Your Position                                                                                      Your Position
 Product/Market Life Cycle                                              Customer Product Education                                   (extent of
 (product & market stage of development)                                post-delivery education)

 Product Pricing/Margin                                                 Customer Service                                          (product or
 (extent of margin available for channel)                               service questions, warranty or repair service)


 Competitive Distribution Strategy                                      Customer Communications                               (feedback on
 (channel mix of leading competitors)                                   product quality, customer service, channel performance)


 Customer Channel Ppreference                                           Physicial Distribution Characteristics                      (logisitics,
 (set by competitor or customer experience)                             warehousing, time to market, frequency, capacity)


 Product Sales Training                                                 Partner Integration                              (products/services to
 (extent of product training to salesforce)                             complete offering)




   Copyright 2006. All rights reserved.                                            Marketing Strategy Worksheet                                                               1/20/2011 2:56 PM 28
 SMB Consulting, Inc.                                                                                                                                         http://smbconsultinginc.com



Step 3: Distribution Strategy Components

Evaluate the key Distribution Strategy Components to gain a better understanding of your channel requirements.
State your Distribution Requirements in the right (yellow) column.

Distribution Strategy
Components                              Elements                                      Issues to consider                           Your Distribution Requirements
                                                                    Small number of customers to reach consolidated marketing;
                                        Few                         High service and support requirement; Competitive
Single or Multiple channels                                         considerations
                                                                    Large number of customers to reach dispersed; Minimal
                                        Many                        service & support requirements; Channel conflict not an
                                                                    issue
                                                                    Few, large, geographically concentrated customers;
                                                                    Requires pre- and post-sales effort; Complex sales, long
                                        Direct
                                                                    decisions and large dollar amount; High margin products,
Direct vs. Indirect Channel                                         customized requirements
                                                                    Large number of customers, geographically dispersed; Less
                                        Indirect                    technical products, little support required; Lower dollar
                                                                    value per transaction

                                                                    Restrict market coverage for product sales control; High
                                        Exclusive Distribution      value or specialty products; Exclusivity from competitive
                                                                    products; Requires training, skilled staff

                                                                    For more mature products; Non-exclusive conditions;
Coverage Model                          Focus Distribution          Coverage based on territories (some overlap)

                                                                    Convenience or commodity products; Objective is to gain
                                        Extensive Distribution
                                                                    market share; Broad distribution through many outlets

                                                                    Unique distribution requirements (Internet, mail order); New
                                        New                         products with little or no brand exposure; Direct sales to
New vs. Established Channels                                        users
                                                                    Well established relationships between channels and
                                        Established                 customers/users - retailers, wholesalers, distributors,
                                                                    franchises, direct




 Copyright 2006. All rights reserved.                                        Marketing Strategy Worksheet                                                            1/20/2011 2:56 PM 29
  SMB Consulting, Inc.                                                                                                                                                 http://smbconsultinginc.com



Step 4: Channel Selection
The chart below outlines a number of channel options under the Direct and Indirect categories. Your ultimate channel mix can involve a
number of channels (both Direct and Indirect) to achieve your market coverage, market share and profitability goals. Each channel has it's
own set of particular characteristics and strategy implications you will want to consider in optimizing market coverage and minimizing
channel conflict.

Channel Options                          Types                         Charateristics                                           Strategy considerations
Direct
                                                                       Product/service expertise, key accounts, pre- and post- Profit & market share objectives,
Direct Sales                             Own sales force               sales & service, customization, high-priced             coverage of key accounts, complex
                                                                       products/services, warranty service                     pricing strategy, channel conflicts
                                         Sales agents, manufacturers   Strong product knowledge, extensive marketplace          Market share penetration, channel
Agent
                                         agents                        relationships, low-cost, reliable sales source           conflict, market coverage, expertise
                                                                       Exclusive or near-exclusive arrangements, lifestyle or Service quality control, expertise
                                         Service Agent
                                                                       personal needs, high importance on facilities          required, complex pricing strategy
                                                                       Narrow product/service lines, targeted selling, simple
                                                                                                                                Brand strength, simple pricing strategy,
Direct Marketing                         Telemarketing                 sales pitch, credit card transactions, lead generation
                                                                                                                                service support requirements,
                                                                       vehicle
                                                                       Targeted selling, response required, sales and           Brand strength, channel lead time,
                                         Mail Order
                                                                       interest generation, speciality products and services    pricing strategy
                                                                                                                                Distribution strategy, brand strength,
                                                                       24x7 convenience, broad market reach,
                                         Internet                                                                               pricing strategy, integration with other
                                                                       supplementary product information, credit card
                                                                                                                                channels
Channel Options                          Types                         Charateristics                                           Strategy considerations
Indirect
                                                                       High-priced, sales and service intensive products, no    Sales & service capabilities, marketing
Value Add Reseller
                                                                       retail outlet, end user training, ongoing support        programs,
                                                                       High-priced, sales and service intensive products,       Sales & service capabilities, marketing
Dealer
                                                                       retail outlet, end-user training                         programs
                                                                       Specialized niche products and services,                 Market niche served, distribution
Broker
                                                                       warehousing, relationships with retailers                requirements
                                                                       High traffic, low-priced products, provides              Distribution functions required, market
Wholesaler
                                                                       warehousing/logistics service                            reach and control
                                                                       High traffic, medium-priced products, provides           Product knowledge, market coverage,
Distributor
                                                                       warehousing/logistics/product specfication services      distribution functions required
                                                                       Personal services and goods, expensive products,         Product training, co-op advertising,
Full Service Retailer                    Personal Contact
                                                                       attractive facilities                                    buying power, customer service
                                         Brand Discounters             Broad product lines, brand products at low-prices        Product supply, advertising &
Self Service Retailer
                                         One-Stop Shopping             Multiple product lines, convenience, many locations      promotion, packaging
                                                                       Exclusive product line, broad market reach, usually      Training & financing services,
Franchisor
                                                                       service-based offering, distribution control             promotion strategy, packaging




  Copyright 2006. All rights reserved.                                         Marketing Strategy Worksheet                                                                   1/20/2011 2:56 PM 30
  SMB Consulting, Inc.                                                                                                                             http://smbconsultinginc.com




Step 5: Channel Selection & Mix

Describe your channel mix selections - unique requirements by channel, products/services offered, geographic coverage, customer audience served,
channel member name. Also, to ensure you are getting the maximum market coverage, project your estimate of percentage of market coverage you
expect by each channel.

Channel Options                          Types                                 Your Channel Selection                           Coverage (%)
Direct
Direct Sales                             Own sales force
                                         Sales agents, manufacturers
Agent
                                         agents
                                         Service Agent

Direct Marketing                         Telemarketing

                                         Mail Order

                                         Internet

Channel Options                          Types                                                       Direct Coverage                  0
Indirect
Value Add Reseller

Dealer

Broker

Wholesaler

Distributor

Full Service Retailer                    Personal Contact
                                         Brand Discounters
Self Service Retailer
                                         One-Stop Shopping
Franchisor
                                                                                                  Indirect Coverage                   0
                                                                                              Overall Total Coverage                  0




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SMB Consulting, Inc.                                                                                                                      http://smbconsultinginc.com

Promotion Strategy                                                 Company XYZ                                                                        1-Jan-09

     Step 1: Promotional Objectives & Messages
     A Promotional Strategy has to support the marketing objectives you have already set, and it should have definable
     measurements for which the efforts and expenditures can be calculated. Develop your promotional approach (in green row) that
     responds to the marketing objectives (in the yellow/orange rows) that were developed earlier. Make them quantifiable as
     much as possible.
     Marketing Objectives / Promotional Approach
 1                                                                                                                 Marketing Objective
                                                                                                                   Promotional Approach
 2


 3


 4


 5


 6



     Step 2: Overall Promotion Strategy
     Promotion strategies can be grouped under two fundamental approaches:


                                Utilizes all channels to "push" the offering into the marketplace
     Push Strategy              Requires discounts to the channels to provide incentive to promote the offering
                                Advertising expenditures are minimized by the channel's efforts
                                Promotional thrust is through channel marketing programs
                                Requires direct interface with the user of the offering
                                Use of channels is minimized
     Pull Strategy              Major commitment to Advertising
                                Approach is to "pull" prospects into the various channel outlets creating demand
                                that the channels respond to




Copyright 2006. All rights reserved.                                     Marketing Strategy Worksheet                                            1/20/2011 2:56 PM 32
SMB Consulting, Inc.                                                                                                                                  http://smbconsultinginc.com



    Step 3: Promotional Elements & Strategies

                                                                                                                                 Applicability to
    Elements                    Strategies                                                                                        Push Pull         Your Promotion
                                                                 When your product stacks up well against competition.
                                Product Comparison Advertising   When your product/service is one of several                              YES
                                                                 products/services offering similar capabilities

                                                                 Market is competitive and your product has capabilities
                                Product Benefits Advertising     that are a new approach to a problem and the old                         YES
                                                                 approach is considered outdated or obsolete
    Advertising
                                                                 If your offering is part of a group or set that can benefit a
                                Product Family Advertising       customer by being sold as a set or leverage a family             YES     YES
                                                                 brand

                                                                 For a broader audience that you are marketing a broad
                                Corporate Advertising            set of product and service offerings to
                                                                                                                                  YES     YES

                                                                 Generating media attention through industry issues,
                                Corporate Messaging              significant financing activity, new alliances or partnerships
                                                                                                                                  YES     YES
    Public Relations
                                                                 Generating media attention through new technology
                                Product/Service Messaging        breakthroughs, unique service offerings, customer                YES     YES
                                                                 benefits
                                                                 Creating awareness about an unknown brand or
                                Awareness                        product/service. Feedback in the form of inquiries.
                                                                                                                                          YES

                                                                 Targeted to generate traffic to retail outlet, channel
    Direct Marketing            Traffic Building                 partner, trade show, or to Web site
                                                                                                                                  YES     YES

                                                                 Targeted to qualified audience to sell products that
                                Selling                          require little explanation. Generate response in form of                 YES
                                                                 mail, telephone or Internet order
                                                                 Reach targeted audiences at trade shows, industry
                                Event-based                      events. Effective for new product messaging
                                                                                                                                  YES     YES

    Promotional                                                  Community events and the like contribute to corporate
                                Corporate-based                                                                                           YES
    Activities                                                   image. Minimal effect on sales
                                                                 Contests and rebates, coupons to drive product trials,
                                Time-based                       comparisons to competition, demonstrations
                                                                                                                                  YES     YES

                                                                 For direct customer communications - product features &
                                Product Specific                 benefits, solutions. Used by direct sales force and              YES
    Product/ Company                                             channel partners
    Marketing Materials                                          Corporate brand and product family support. Premium
                                Corporate Specific               items support brand, image
                                                                                                                                          YES




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   SMB Consulting, Inc.                                                                                                                 http://smbconsulting.com




Marketing Strategy Summary                                         Company XYZ                                                                 1-Jan-09

 Step 1: Summary Information
 By reviewing all of the outputs from the previous worksheets (items 1 through 9) you can start formulating conclusions and making decisions about your
 marketing strategy direction and the elements to support it.

 At this point you should have:
 1) An understanding and a good assessment of your market, customers, product-service and company position relative to competition and its strengths and/or
 weaknesses. (Market, Customer, Product, and Company Analysis)


                                                                        Market    Customer         Product-Service   Company           Total
                                          Strengths                       0            0                  0                0             0
                                          Weaknesses                      0            0                  0                0             0



 2) Identified some real opportunities and uncovered potential threats to your company or the marketplace. (Marketing SWOT)

                                                                        Market    Customer         Product-Service   Company           Total
                                          Opportunities                   0            0                  0                0             0
                                          Threats                         0            0                  0                0             0



 3) Developed future revenue and profit goals and projections for the company based on growth estimates. (Marketing Goals)

                                                                   Current Year                        Year 1            Year 2        Year 3

                                          Revenue                   $         -                    $             -   $         -   $               -

                                          Market Share                  #DIV/0!                        #DIV/0!           #DIV/0!       #DIV/0!

                                          Customer Growth                     -                        #DIV/0!           #DIV/0!       #DIV/0!




   Copyright 2006. All rights reserved.                             Marketing Strategy Worksheet                                               1/20/2011 2:56 PM 34
   SMB Consulting, Inc.                                                                                                               http://smbconsulting.com




 4) Established an overall market strategy direction and a product marketing approach to this market segment and developed corresponding marketing strategy
 objectives that support these decisions. (Marketing Objectives)

                                            Overall Market Direction                             Divest

                                            Product Marketing Approach


5) Developed a positioning statement to assist you in crafting all marketing and branding activities. (Positioning)




 6) Determined a future product/market position and crafted supporting features and benefits of your offering. (Product Strategy)


                                             Key Factors

                                            Marketing Approach

                                            Sales Approach

                                            Distribution

                                            Price

                                            Competition

                                            Costs

                                            Positioning

                                            Management Style


                                            Profit




   Copyright 2006. All rights reserved.                                Marketing Strategy Worksheet                                        1/20/2011 2:56 PM 35
  SMB Consulting, Inc.                                                                                                              http://smbconsulting.com




7) Established a pricing strategy based on current and future marketing strategy and competitive reaction. (Pricing Strategy)


                                                                                      Product       Rev/Profit      Mkt. Share
                                           Pricing Strategy Type        Price     Differentiation    Capture         Capture     Competition


                                           Your Pricing Strategy



                                           Pricing Strategy Type



8) Determined your channel distribution split of revenues and your going forward distribution strategy. (Placement Strategy)


                                                                     Coverage
                                           Direct                      0%

                                           Indirect                      0%




  Copyright 2006. All rights reserved.                               Marketing Strategy Worksheet                                        1/20/2011 2:56 PM 36
   SMB Consulting, Inc.                                                                                                                    http://smbconsulting.com




9) Created a promotional approach for every marketing objective and determined what type of promotional activities would best fit your overall marketing strategy.
(Promotional Strategy)


                                              Marketing Objectives / Promotional Approach
                                          1



                                          2



                                          3



                                          4



                                          5



                                          6




 10) The next step is to consolidate your marketing strategy thinking into a coherent set of statements and supporting information as part of the marketing
 strategy section of your overall business plan.




   Copyright 2006. All rights reserved.                              Marketing Strategy Worksheet                                               1/20/2011 2:56 PM 37

								
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