AN OVERVIEW Marketing Role of Engineering in Marketing Startup - - PowerPoint PPT Presentation

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AN OVERVIEW Marketing Role of Engineering in Marketing Startup - - PowerPoint PPT Presentation

Jan 11, 2024 312 likes •942 views

STARTUP MARKETING AN OVERVIEW Marketing Role of Engineering in Marketing Startup Role of Marketing in Startup Customer Discovery Needs & Wants Segmentation. Adoption Value Proposition Go to Market Positioning & Branding

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STARTUP MARKETING AN OVERVIEW

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Marketing Role of Engineering in Marketing Startup Role of Marketing in Startup Customer Discovery Needs & Wants Segmentation. Adoption Value Proposition Go to Market Positioning & Branding Distribution and Channels (?) Assignment : Personal Branding Strategy

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1 + 1 = 2 1 + 1 = 11

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CASE STUDY NEW COKE

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Gay Mullins, president of the Old Cola Drinkers of America, holds a six-pack

  • f the original formula

Coke which is being brought back to the market as Coca-Cola Classic, in Bellevue, Wash., July 24,

  • 1985. Mullins was

promised the first delivery by the company.

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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007) American Marketing Association Board of Directors. Accessed 2012.

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THE ROLE OF ENGINEERING IN MARKETING

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Gutenberg c. 1450

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King Camp Gillette innovated the safety razor – a thin, inexpensive, disposable blade

  • f stamped steel.

By giving away free razors, he had customers coming back to buy disposable blades.

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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These ads look ridiculous today, don’t they? Makes you wonder which ads running today will look ridiculous to our grandchildren!

http://www.referralcandy.com/blog/old-marketing-examples-from-the-past/

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Alexander Graham Bell c1876

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Tele Marketing

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Guglielmo Marconi c1899

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Brothers Auguste and Louis Lumière

Their first film Sortie de l'usine Lumière de Lyon (1895) is considered the "first true motion picture.".

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John Logie and Philio Farnsworth c1923

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SOAP OPERA IVORY SOAP TV COMMERCIAL

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Timothy John Berners-Lee best known as the inventor

  • f the World Wide Web.
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The very first webpage Tim Berners-Lee and the WWW team ever put online

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http://www.xyzed.com/SiteImages/20120303062422592.jpg

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CUSTOMER KNOWN CUSTOMER UN-KNOWN SOLUTION KNOWN SOLUTION UN-KNOWN

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CUSTOMER UN-KNOWN SOLUTION KNOWN

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SOLUTION UN-KNOWN CUSTOMER KNOWN

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Unknown Customer ? Unknown Solution ? Unknown Business Model ?

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THE ROLE OF MARKETING IN STARTUPS

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WHAT

  • What Is The Problem ?
  • Worry. Waste. Wave

WHO

  • Who Has The Problem?
  • Segment Profile. Sizing

WHEN

  • When Is the Solution Needed ?
  • Now. Next. Never

WHERE

  • Where Is the Solution Needed ?
  • Global. National. Local

HOW

  • How To Solve the Problem
  • Concept. Product. Service

WHY

  • Why Is The Solution Better ?
  • Benchmarking. Differentiation

PIV PIVOT T / PIT PITCH CH

FEED FEED BACK CK PIL PILOT

MVP MVP

DES DESIGN IGN

CO CONC NCEP EPT

S O L U T I O N D E S I G N C U S T O M E R D I S C O V E R Y

startup marketing devdipp@gmail.com

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BRANDING

  • Identity. Quality. Loyalty

INVEST INVESTMENT MENT

  • Fixed. Working. Debt. Cash

COST COST

Per Unit. Fixed. Variable PRICE

  • Strategy. Structure. Stickiness

FOUNDERS

  • Vision. Goals.

Alignment

ADVERTISING

  • Channel. Reach. Cost

SERVICING

  • Quality. Cost. Satisfaction

POSITIONING For Whom. What. How. Why DISTRIBUTING

  • Channel. Reach. Cost

SELLING

  • Funnel. Conversion. Costs

ROUTE TO MARKET SCALING UP GENERATING RETURNS SUPPLIERS

  • Quality. Cost,

Commitment

EMPLOYEES

  • Structure. Skills.

Culture

INVESTORS

  • Funding. Terms

Value Add

startup marketing devdipp@gmail.com

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CUSTOMER NEEDS & WANTS

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New Era of Digital Applications, IBM TiEcon 2016

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  • Google Trends
  • Google Insights
  • Google Consumer Surveys
  • Google Corelate
  • Facebook ads
  • CIA World Factbook
  • ThomasNet
  • Alibaba
  • JustDial
  • IndiaGovtDataPortal
  • Amazon Web Services
  • Linked In Marketing
  • Twitter Marketing
  • Creating Linked In Business Page
  • Creating a Facebook Business Page

FINDING YOUR MARKET

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CASE STUDY IOT

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https://pbs.twimg.com/media/B4kPGanCMAAftc_.jpg:large

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CUSTOMER SEGMENTATION

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http://www.steamfeed.com/wp-content/uploads/2013/11/market-segmentation.png

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https://marketing-insider.eu/wp-content/uploads/2015/03/B2B-Market-Characteristics- Comparison-B2B-Market-to-B2C-Market.png

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https://iot-analytics.com/wp/wp-content/uploads/2014/10/IoT-market-segments-2.png

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CUSTOMER ADOPTION

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http://designdamage.com/wp-content/uploads/2009/09/rogers-bell.jpg

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http://img.scoop.it/TKsva5rNx70ppX_mrMXBDTl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9

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CLASS ASSIGNMENT PERSONAL BRANDING STRATEGY?

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