This is a 47-slide PowerPoint. There are 3 common approaches to pricing: Cost-based Pricing, Competitive Pricing, and Value-based Pricing. This presentation discusses A.T. Kearney's approach to Value-based Pricing. Value-based Pricing offers numerous distinct advantages over the other 2 pricing methodologies. It is particularly suitable for situations where you are entering a new market, offering a new or distinct product, or where customers do not yet fully understand the impact and benefits of your product. Value-based pricing allows companies to build a deeper understanding of their customers' business drivers, align their goals with the customers' goals, and, ultimately, share in each others' attained value in a way that isn't possible with traditional pricing approaches. Value-based Pricing requires a significant change in the way most organizations go-to-market. It requires rethinking everything from customer segmentation to product marketing to sales and account management in order to support a new and unique market positioning. Core business processes must be realigned and new business process established. These new processes have deeper analytical capabilities embedded through the organization, especially in Sales. Topics covered include a comparison of common pricing strategies, principles to value-based pricing, value-based pricing strategy approach, Pricing Staircase framework, Value Ceiling, customer segmentation, pricing structure, Benefits Matrix.
This is a 22-slide PowerPoint. Strategic principles allow organizations to make decentralized decisions while maintaining cohesive strategic action. This document explains the strategic principle framework, including examples, defining attributes, relevant crucial situations, and an approach to strategic principle development. This document is based on the HBR article, "Transforming Corner-Office Strategy into Frontline Action," co-authored by Orit Gadiesh and James Gilbert. This article is on the list of "HBR's Must-Reads on Strategy." Intro to the article: Southwest Airlines keeps soaring. Its stock price rose a compounded 21,000% between 1972 and 1992 and leapt 300% between 1995 and 2000. Why does Southwest succeed while so many other airlines fail? Because it sticks to its powerful strategic principle: "Meet customers' short-haul travel needs at fares competitive with the cost of automobile travel." This pithy, memorable, action-oriented phrase distills Southwest's unique strategy and communicates it throughout the company. An effective strategic principle lets a company simultaneously: *maintain strategic focus, *empower workers to innovate and take risks, *seize fleeting opportunities, *create products and services that meet subtle shifts in customers' needs. In today's rapidly changing world, companies must integrate decentralized decision making with coherent, strategic action. A well-crafted, skillfully implemented strategic principle lets them strike that delicate balance.
This is a 29-slide PowerPoint. This document discusses Rogers' Five Factors, framework for analyzing and understanding the diffusion and adoption of product innovations. Businesses are interested in understanding how innovations diffuse, so that they can better predict and manage this consumer adoption. A popular framework for this is the Consumer Adoption Lifecycle (or Product Lifecycle), which traces the adoption of a product as it passes through 5 categories of consumers. This is a viewpoint that focuses on people. Rogers' Five Factors is a product-focused framework that should be used in conjunction with the Consumer Adoption Lifecycle. Developed by Everett Rogers, this framework proposes that the rate of innovation diffusion is largely driven by 5 product-based factors: 1. Relative advantage 2. Compatibility 3. Complexity 4. Trialability 5. Observability This document explains the framework, provides examples, shows how to use this framework with the Production Adoption Lifecycle, and includes PowerPoint templates that can be leveraged in your own analysis.
This is a 46-slide PowerPoint. Some innovations are truly spectacular, but consumers are slow or just refuse to adopt. In fact, over 70% of all new products fail in the marketplace--and innovative, new products fail at an even higher rate. Why is this the case? And, how do companies overcome this? This document discusses the psychology of product adoption. Topics include Prospect Theory, Endowment Effect, Loss Aversion, Give and Get Dynamics, Innovator's Curse, Product-Behavior Value Matrix, among other topics. It distills these concepts into Six Product Launch Strategies. This presentation has instructional slides and examples. The foundation of this consumer adoption discussion is around the difference between objective gains and losses vs. subjective gains and losses. This fundamental consumer bias results in psychological switching costs, in addition to economic ones. Studies have shown that, psychologically, losses loom larger than gains by two to three times.
This is a 34-slide PowerPoint. Product Lifecycle Analysis is an invaluable tool for developing a robust product marketing strategy. Marketers and strategists can use this analysis to predict sales growth, associated customer and competitor behaviors, and, in turn, devise the appropriate product marketing strategy. The Product Lifecycle itself it divided into 4 stages of development: * Introduction * Growth * Maturity (and Saturation) * Decline (and Termination) The length of each period varies tremendously. Some products have very short cycles, whereas others can take decades or even centuries to go through the cycle. The lifecycle can be mapped against the consumer adoption curve, where the peak of the curve generally occurs in the Maturity stage of the Product Lifecycle. This document details a 5-phase approach to proper Product Lifecycle Analysis and draws out key strategic insights at each stage of the lifecycle. Additional concepts discussed include: * Consumer Adoption Curve * Bass Diffusion Model * Lifecycle-Performance Factor Matrix * Strategic Positioning * Substitution Analysis
This is a 38-slide PowerPoint. This presentation provides an in-depth discussion on Pricing Strategy. Topics include: *Skimming vs. Penetration *Consumer Adoption Curve *Advantages and Disadvantages *Pricing Approach *Price Curve Analysis *Price Sensitivity Analysis *Pricing Tactics
This is a 63-slide PowerPoint. A marketing plan is a comprehensive blueprint, outlining an organization's overall marketing efforts. This document is a guide to developing a comprehensive marketing plan. Topics include: Marketing Management Process Market Segmentation Market Analysis Marketing Programs Marketing Campaigns Promotional Methods Budgeting This document includes both instructional slides and diagram templates.
This is a 9-slide PowerPoint. Created by Bruce Henderson of the Boston Consulting Group (BCG), the BCG Growth-Share Matrix business framework is used to help an organization analyze and make strategic decisions around its business units, product lines, or individual products. This document explains the framework in detail. Topics include: * quadrant definitions * analysis steps/process * examples * template * tips