Marketing High Tech Products

Marketing High Tech Products - Anuradh Debar

Session 2: Sep 17th, 2012

Marketing Plan
A) Market Sensing
B) Market Engagement
C) Management of Marketing Endeavor


A) Market sensing
1. Situation Analysis
2. Understanding of markets and customers

B) Market Engagement
3a. STP - Segmentation, Targeting and Positioning
        Targeting would be a function of segmentation and marketing goals.
3b. Marketing goals and Objectives
5. Marketing Strategy
6. Marketing Program (4 Ps)

• Product
• Pricing
• Distribution
• Communication

C) Management of Marketing Endeavor
7. Budgets, milestones, implementation controls
8. Marketing resource plan

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The uncertainties
1) Significant market uncertainty
2) Significant technology uncertainty
3) High tech products used as part of the system
4) Network effects
5) Value network - ecosystem

• competition - > coopetition
• competitor -> coopetitor  (eg: Samsung and HTC for Android)
• complimentors 

6) (At least initially) several different product-market choices with very different business models.

Session 3: Sep 24th, 2012
Zenith case:  http://www.scribd.com/doc/36286875/Zenith

1. “ [Zenith] had to decide how to forecast demand for the new technology [of high-definition].”

2. “ [Zenith had to] assess the market for HDTV ..."

3. “ [Zenith had to] assess the situation related to HDTV introduction.”

The rules governing the market place is also very important.

	Viewers	Broadcasters	Advertisers	Content Creatrs	Equipment makers			Regulators
					Device makers	Content creation equipment	Broadcast equipment
Advantage
Complexity
Compatibility
Observability
Risk/Reversibility
Divisibility

Session 5: Oct 1, 2012

Case: