Knowledge Base | Marketing

Marketing Generics Application Note:

How to Make a Value Curve Analysis

The Value Curve Analysis was conceived by Professors Chan Kim and Maugbourne, with more recent exposure in the book ‘Blue Ocean Strategy’.  However for the businessman, strategist and marketer, Value Curves offer a relatively simple but highly powerful tool, to enable them to dive deep and unlock what customers really value, and how you and the competition match up against that.   It does all of this in a simple graph, so immediately offering visual, simple but powerful insights.  There are many permutations, versions and views about how Value Curves can or should be used, so this Application Note explains a simple but effective, step-by-step guide:  The 6 steps of how to make a simple Value Curve Analysis; and how to read a Value Curve Analysis.

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Marketing Generics Application Note:

How to do a basic PEST analysis

PEST is the acronym for the analysis you should carry out to understand the top level macro environment of the market, segment, application or geo territory that you are researching.  PEST analysis can be conducted in depth, with all aspects and considerations extensively covered, or can be carried out quickly, perhaps even in your head if you do it often and become ‘fluent’ at it.  Therefore PEST is a very handy tool to know.  It is simple, quick to employ and do, and can be quite powerful.  Making a PEST analysis is an effective, quick way help you understand the context of the area you are analysing and makes sure all the bases are covered.  This Marketing Application explains how to do a basic PEST analysis.

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Marketing Generics Application Note:

How to Design a KPI in 5 Simple Steps

Key Performance Indicators, or KPIs, are an essential part of business management today enabling you measure business performance.  As was famously said, if it’s not being measured, it’s not being managed.  But in practice there are many different types of KPIs, so you first have to select the right type of indicator, and it’s not always clear to everyone how to create one.  Moreover, there are good ones and bad ones, so you need to make sure you can write a good KPI – one which will be useful for you, informative and correct.  This Marketing Application Note explains how to design a KPI in 5 simple steps.

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Marketing Generics Application Note:

How to Calculate Simple ROI for New Projects

New products and projects have two types of costs: the manufacturing or operating costs for making or delivering the product; and the set-up costs. Whilst the manufacturing costs are easy to handle and report, one-off set-up costs are more of a problem for the marketer, because they often appear to destroy all profit for the first few years and therefore suggest that the product or project is not worth doing. This Application Note explains how Marketers can handle and report one-off set-up costs when justifying a new project such as in a Market Requirement Document (MRD) or New Product Proposal (NPP), and how to calculate and present the returns in such a way that management can understand and approve them

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Marketing Generics Application Note:

How to Build a Business Ecosystem

Many companies are increasingly positioning their offer as being part of or delivered by an ‘ecosystem’, as opposed to a simple, unitary product or solution.  The term ‘ecosystem’ is particularly employed in high-tech businesses such as software and hardware providers who have to offer a complete solution, where it appears attractive for vendors to position and label their network of providers as constituting an ‘ecosystem’.  But there is some danger that the term is being seen by vendors as being the ‘high ground’ where they ought to be, and they simply hijack it as a fancy term to describe what is really only a loose arrangement of different providers.  In practice, good business ecosystems take a huge amount of effort, developing, resources and nurturing over the long term and best practice is where business ecosystems become a philosophy or way of life for the vendor.  This Application Note explains what a business ecosystem really is; looks as some exemplars or best practice; examines who is responsible for building it within an organisation; and explains how to evaluate the status of the ecosystem within a company.   

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Marketing Generics Application Note:

Go-to-market.  What it is and how to do it?

Go-to-Market has become one of the new business buzzwords - many people use it yet few people seem to know what it really means. Definitions are few and far between and the few definitions that do exist seem contradictory and confusing. As a quick sanity check, look at go-to-market on Wikipedia, and you will see only an extremely short entry, indicating a dearth of precise information about what it is. This Application Note explains what go-to-market is and how to use it.

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External Document:

Differentiating

This presentation on Differentiating is part of the Henry Stewart Talks (HST) series on pricing.  Topics covered in the presentation include: - What is differentiation and why is it important? - Differentiation as a key source of competitive advantage - A 'value curve' of differentiation - Demand and supply side factors - 20 ways to differentiate - What difference does differentiation make to price? - Pricing for differentiation - The basics of setting differentiated prices 

More information here

Marketing Generics Application Note:

Demand Generation –  What is it and how to do it?

Demand Generation has become one of business’s recent buzz words, as life becomes increasingly competitive and companies struggle to fill their order books.  But whilst the term is generally understandable, many people have different views about what it really means, and particularly about how to execute it.  This Application Note explains exactly what Demand Generation is and how to organise it for your business

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Marketing Generics Application Note:

Category Management for high tech companies

Category Management or ‘CATMAN’ has historically been the preserve of FMCG companies and primarily B2C companies, but is now diffusing to high-tech and B2B vendors.  Category Management offers to high-tech and B2B companies all the advantages that FMCG marketers have known for years – specifically the possibility for Product Management to have better control over one’s environment and to reinforce leadership in your chosen area.  This Marketing Application Note explains how Category Management can be applied to high-tech and B2B. 

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Marketing Generics Application Note:

Call-to-Action. What is it and how to do it?

Increasing pressure on Demand Generation and particularly Lead Generation (LeadGen) is in turn requiring marketers to extract maximum response out of their Marcoms activities, and in particular to create dynamic call-to actions (CTAs) which will drive their potential customers (or visitors if on a website) to the next stage in the Sales Funnel.  This Application Note explores how  companies in the high-tech space are using CTAs on the web, and explains CTA Builder© - a short but simple system which enable Marcoms to build their CTAs. 

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Marketing Generics Application Note:

BrandingSTEPS©

BrandingSTEPS© is a powerful, systematic and comprehensive approach to help you carry out the key steps necessary to get the branding you want.  BrandingSTEPS© can be delivered by way of consultany and advice, or workshops and training for your marketing teams.  It is supported by the comprehensive BrandingSTEPS© Guide, which explains all that you need to know about branding.

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Marketing Generics Application Note:

Become a dog whisperer – how to manage the dogs on your BCG Matrix

On the BCG Matrix, there is always the question of how to manage the dogs.  On the Nat Geo Wild Channel’s programme, Cesar Millan’s was the ‘The Dog Whisperer’, who fascinated me as he tackled how to manage problem dogs in different home and different situations across the USA.  Being personally stuck for many nights in hotel bedrooms in foreign lands, often this programme on managing problem dogs was the best thing on tele!  Back in the world of business, managers also have to manage their dogs - dog products – but there are few resources or training available about how to actually do this.  This Application Note tells you how.

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