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Go-to-market strategy and positioning
The document outlines a go-to-market strategy and positioning for a product, emphasizing the importance of defining target audiences, category, and benefits. It provides an example of establishing a new category and launching a product through phased phases while detailing necessary questions for the strategy. The summary includes strategic objectives, value propositions, and tactical steps to achieve market presence and growth.
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Introduces the go-to-market strategy and positioning, highlighting audience engagement via code 503 12.
Defines positioning and its importance in establishing a distinct market identity, focusing on target audience, category, and benefits.
Identifies target audience and the significance of category in product consideration, competition, and customer expectations.
Mentions Clue as a competitor and introduces points of parity and difference in creating a competitive analysis.
Outlines key elements of a go-to-market strategy including product launch phases and audience engagement.
Discusses the value proposition using Wrapp as an example, illustrating situation, objectives, audience, and strategy.
Summarizes the plan, execute, adjust approach in strategy implementation and concludes the presentation.
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Go-to-market strategy and positioning
- 1. Go-to-market strategy and positioning EIA,July 14 Lisa Enckell @enckelli [email protected]
- 2. govote.at Use the code503 12
- 3.
- 4. “The act ofdesigning the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind” Positioning
- 5. Who is itfor (target audience)? What is it (category)? What does it offer (benefits)? Positioning
- 6.
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- 8. Why is thecategory important? – Determines when our product gets considered – Defines the competition – Shapes expectations – Guides evaluation
- 9.
- 10. Create a newcategory
- 11. Who are thecompetitors?
- 12. POPs and PODs Pointsof parity Points of difference
- 13. 1. Your category 2.One competitor 3. Three POPs (points of parity) 4. Three PODs (points of difference)
- 14.
- 15. How are youlaunching this thing?Or:
- 16. Who are youselling to? What are you selling? What are the benefits? How will you promote your product? Where will you sell it? Questions to answer in your go-to-market strategy:
- 17. Phase 1 Invite only Phase2 Public launch Phase 3 Growth Testers Influencers Early Adopters Early Majority Late Majority Make a plan
- 18. Situation Objectives Goals Target audience Value proposition(main benefit) Strategy Tactics Timeline Go-to-market strategy outline:
- 19.
- 20. Example: Wrapp Situation –Totally un-known (no brand awareness). Give away “free money”, risk of being seen as shady Objectives – Establish the category “social gifting” and become the number one Goals – 20,000 redemptions within three months
- 21. Example: Wrapp Target audience– “Katie” - loves shopping with her friends and spends a large share of her disposable income on expressing herself with clothes and accessories Value proposition – Save money and get rewarded for shopping at your favorite stores
- 22. Strategies – Ride merchantpartners’ brand coattails Tactics – Co-written press releases, campaigns in retailers’ social-media and email channels Example: Wrapp
- 23. 1. Plan 2. Execute 3.Adjust
- 24. Thank you! EIA, July14 Lisa Enckell @enckelli [email protected]