Vadim Kotelnikov    

Marketing Plan

in the New Economy of Rapid Change and Shortening Product Life-Cycles

   

Business e-Coach     

Vadim Kotelnikov

 

Market Research Knowing Your Customer Marketing Mix Marketing Strategy Ten3 Business e-Coach: why, what, and how 1000ventures.com

 

View sister slides

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Customer Success 360

→

Customer Care

→

Virtuoso Marketing

→

Differentiation Strategies

→

Empathetic Marketing

→

Social Media Marketing: 10 Tips

 

 

Essence of Short-Term and Long-Term Planning1

  • Short-Term Planning: Come up with an angle or word that → differentiates your product or company

→ Great Slogan: WOW Principle and 7 Features

→ Customer Value Proposition

  • Long-Term Planning: Set up a coherent long-term marketing direction that builds a program to maximize that idea or angle. It's not a long-term plan; it's a long-term direction.

→ Creating Sustainable Profits: 9 Questions To Answer

 

→ 10 Lessons from Konosuke Matsushita

 

Five Popular Innovation Myths

By Tom Peters

  • Myth Two: Complete technological specifications and a thoroughly researched market plan are invariant first steps to success... More

   

Startup Business Plan

Marketing Plan Primer >> The Essential Contents

Creating Customers  >>  Kore 10 Tips

Entrepreneurs' Primer on Marketing, Advertising, and Selling

A Classic Mistake Entrepreneurs Make  ●  4-1/2 Marketing Issues

Marketing Strategy

Marketing Strategy Mix  ●  Marketing Emfographics

Virtuoso Marketing  ●  Creative Marketing  ●  Whine Marketing

Customer Value Proposition

22 Immutable Laws of Marketing >> The Law of Heart

Differentiation Strategy

Differentiating Ideas  ●  4 Steps

Positioning >> Kore 10 Tips >> 10 Commandments

Brand Management

Advantages of Strong Brands  >>  Good Practices

Differentiating With Different Types of People

Advertising

Advertising Slogans  ●  Unique Selling Proposition (USP)

Competing

Stand Out from the Competition  >>  3 Strategies

Competitive Strategy  ● 

Examples

Innoball  >>  Making Innompic Games a Popular Creation Show

Innompic Contests  >>  Blitz Contests  ‖  Innoball

Differentiation  ●  Customer Care  ●  Customer Value Creation

Rich Dad Brand  ●  Advertizing Slogans for Fun4Biz

   

 

What's New?

In today's rapidly changing world, marketing plans based on what will happen in the future are usually wrong.

→ Surprise To Win: 3 Strategies

→ Virtuoso Marketing

Tracking Trends versus Traditional Market Research

As product life-cycles are shortening at an immense rate, traditional market research  – both quantitative and qualitative – can sometimes be more of a hindrance than a help. It is good at measuring the past and present. Besides, "traditional research has the drawback of relying on what consumers say, which is sometimes different from what they actually do in real life. People don't know what they will do until they face an actual decision."1

While you cannot predict the future, you can get a handle on trends, which is a way to take advantage of change and convert risks into opportunities.

→ Value Innovation: Yin-Yang Strategies

Spotting and tracking trends can be a very useful tool in dealing with unpredictable future.

Understanding What Motivates People

"You have to find out how to press the "hot buttons" that turn consumers on, and this reality means gaining an understanding of what motivates them in real-life situations."1

→ Focus on Emotional Drivers

→ Sell Benefits

→ Selling Is Problem Solving

→ Impactful Presenter: Top 10 Tips

Test Marketing Your New Products or Service

"The majority of people meet with failure because they lack the persistence to create new plans to take the place of failed plans." ~ Mark Victor Hansen

How do you test market a new product or service? How do you find out if people are actually going to buy it? First, make or get a prototype. Create or get a sample. If it's being manufactured somewhere else, get a sample of it. If you're going to manufacture it yourself, create a prototype so that you can show it, demonstrate it, photograph it. So that you can let people see it, touch it, feel it, and get an opinion from it... More

 

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References:

1. The 22 Immutable Laws of Marketing in Asia, Al Ries, Jack Trout and Paul Temporal