Notes

Outline

"How Can We Help You" How Can We Help You?

Our Motto Leveraging Information

InfoTech Can Assist with the Four Primary Marketing Processes

Presentation Organized Around Primary Processes Analyze Market Opportunities Develop Marketing Strategies Plan/Implement Marketing Programs Manage the Marketing Effort

Decisions Faced by the Company Is the market large enough to pursue? Do our current profitable customers have additional needs and wants? Are environmental changes creating market opportunities and threats? What are our prospects’ buying behavior? What market segments should we target?

Is the market large enough to pursue? Secondary research is often used to arrive at gross demand estimates Forecasts of future demand need to be made

Case Study Wireless infrastructure equipment manufacturer developed new product We estimated the worldwide number of mobile wireless subscribers by region and type of technology through 2010

Secondary Research Is a Primary Strength We know where to get the data General Web and library resources Subscribe to Lexis/Nexis, STAT-USA, Hoovers, and iMarket Obtain government data, like Input-Output Models of U.S. Economy Member of the World Future’s Society

Do our current profitable customers have additional needs and wants? Develop customer profitability system

Case Study Large transportation company wanted to examine profitability of each customer We measured the average cost of each shipment carried by the company using operations research Established system to incorporate specific customer information

Case Study (cont.) We appended outside data to the customer records to determine what industries were the most profitable

We Focus on Quantitative Analysis We also install top-notch marketing information systems for customer analysis Systems from user perspective SAS Quality Partner Pioneered data warehousing

Are environmental changes creating market opportunities and threats? Secondary research used to examine trends Demographic Economic Technological Political Sociological

Case Study Construction equipment rental company wanted to use economic data to analyze their business and forecast demand We performed secondary research to uncover data sources and built a database of U.S. government economic data with monthly update capabilities

We Know Environmental Scanning Secondary research is a primary strength Principal teaches class in Technology and Society at University of Denver We are a member of the World Futures Society and have access to information whose distribution is limited

What are our prospects’ buying behavior? Process diagrams can be used to analyze the stages of the buying process Primary and secondary research can be used to evaluate major buyer influences Internal company data can be analyzed to pinpoint purchasers

Our Research and Analysis Allows You to Understand Your Buyers We have developed proprietary programs to ascertain the gender, rank (CEO, V.P., Mgr.) and functions (Corporate, Marketing, Finance) of your customers

What market segments should we target? For high-tech companies, it is particularly important to develop a plan to “cross the chasm” to mainstream markets

Case Study For a new telecom company in Canada, we developed market segments based on sophisticated statistical modeling of a company’s probability to adopt broadband services

InfoTech Has the Capabilities and Resources to Analyze Your Opportunities Secondary Research Primary Research Data Analysis Marketing Information Systems Financial Analysis

Strategic Decisions that Must Be Made What is our product positioning? What are new products we can develop?

What is Our Product Positioning? Competitive product analysis is often used to determine current desired positions

Case Study A cutting-edge telecommunications R&D company asked us to evaluate a product based on existing technology but used in a new way to support next-generation mobile wireless networks

Our Research Capabilities Provide You with Solid Positioning Our secondary research capabilities include General Web and library resources Subscribe to Lexis/Nexis, STAT-USA, Hoovers, and iMarket Obtain government data Our primary research capabilities may also be utilized Conduct expert interviews Design and run focus groups Develop, administer, and analyze quantitative surveys

What are new products we can develop? Brainstorming, focus groups, and customer feedback are often used to generate new product ideas Ideas are screened using secondary research market data and other sources Ideas are continually scrutinized as they move to the next development phase First usage enablers analysis, a technique developed by us to streamline processes between adoption and usage, will stimulate ultimate usage

Case Study A leading computer manufacturer asked us to assist them in evaluating two new product concepts We performed a complete analysis by Describing the market's history and trends Dividing the market into segments Estimating the market size by segment Forecasting the market growth rate Analyzing potential solutions by segment Performing competitive analysis

InfoTech Marketing Can Help You Bring New Products to Life Our creativity can generate new product ideas for you We also have product evaluation strengths Secondary research Primary research Financial analysis We pioneered a new process for evaluating first usage enablers and incorporating them into your new product

InfoTech Marketing’s Expertise Can Help You Develop Your Marketing Strategies Secondary Research Primary Research New Product Development Creativity and Techniques Competitive Analysis Capabilities Financial Modeling Expertise

Strategic Decisions to be Made How do we offer our product and services? What should be the pricing structure and how much should we charge? How do we promote the product?

What should be the pricing structure and how much should we charge? The level of prices In relation to the competition, especially for challengers Sufficiency to optimize financial value, particularly in relation to the lifetime value of our customers Many companies leave too much money on the table One of the fastest ways to increase value is margin improvement

Case Study We evaluated the lifetime customer value of different customer segments for a telecom company Each segment had very different churn rates and resulting expected lifetimes Each segment also spent very different amounts each month Based upon the analysis (and contrary to management’s view), the company decided it must increase prices in order to make money

Our Capabilities Will Help You Set the Proper Prices Primary research can be used to Determine prospect interest in different pricing structures Develop demand curves using conjoint analysis to trade-off various prices and alternative product designs We can develop customer specific profitability models and lifetime valuations We also perform market simulations to assess the competitive impacts of pricing

Where do we offer the product? What channels should we use? Wholesale, distributors, VARs, retail, direct Traditional, e-commerce National accounts, direct sales, telemarketing, direct mail What geographic locations should we serve? Local, regional, national, international Specific locations How do we get our product to market? Outsource, in-house Air, rail, water, truck Order processing

Case Study A start-up telecommunications company asked us to develop their logistics system to be first to market Interviewed prospective channel partners to determine needs Recommended outsourcing transportation, but using in-house value-added warehousing Established delivery schedules Designed order entry and distribution processes We also developed their operations manual

Our Experience Helps You Find the Right Place for Your Products & Services Principal has over 14 years of transportation experience Skilled at short-term demand forecasting Know the questions to ask channel partners to understand their needs and develop training programs Analyze market data and trends to determine best locations to sell your product

We Can Make Your Marketing Programs Exceed Your Goals Breadth of Experience in All P’s Quantitative Abilities New, Creative Technology Emphasis (like this presentation) Bottom-Line, Value Creation Orientation

Decisions To Be Made How do we organize the marketing effort? Units, tasks, responsibilities Processes How do we get the information we need for decision-making? How do we measure marketing effectiveness?

Case Study We established a data warehouse/decision support system for a telecommunications company Interviewed end-users Constructed formats for repetitive reports Developed logical data models and sources for ad-hoc reports

We Can Help You Lead Your Marketing Team to New Heights Marketing Processes Data Warehousing/Decision Support to Obtain Critical Data SAS Quality Partner

Thank You To contact us, please call 800-506-0252 or visit http://www.infotechmarketing.net/ mailto:tim@infotechmarketing. Our goal is simple:  Helping you exceed yours