Chapter 13CRAFTING A DEPLOYMENT STRATEGY.ppt

Marketing Promotions Temporary selling tactics that include: Samples or free trial Cash rebates after purchase Including an additional product (a “premium”) with purchase Incentives for repeat purchase Sales bonuses to distributor or retailer sales representatives Cross promotions between two or more non-competing products to increase pulling power Point-of-purchase displays to demonstrate the product’s features Publicity and Public Relations Attempt to generate free publicity and word-of-mouth (e.g., mention in articles, television programs, etc.) Produce own internally generated publications Sponsor special events 13-* Theory In Action Generating Awareness for Domosedan Farmos wanted to build awareness of its new innovation in animal painkillers. Asked university professors and advanced practitioners to help with testing process for drug – acted as premarketing tool. Drug was featured in conferences, articles, dissertations. Farmos also hosted a large dinner party for all practicing veterinarians at the drug’s launch. Domosedan was adopted rapidly around the world and became a commercial success. 13-* Marketing Tailoring the Marketing Plan to Intended Adopters Innovators and Early Adopters respond to marketing that offers significant technical content and emphasizes leading-edge nature of product. Need media with high content and selective reach Early Majority responds to marketing emphasizing product’s completeness, ease o fuse, consistency with customer’s life, and legitimacy. Need media with high reach and high credibility Late Majority and Laggards respond to marketing emphasizing reliability, simplicity, and cost-effectiveness. Need media with high reach, high credibility, but low cost. 13-* Marketing Often hard to transition from selling to early adopters to early majority, resulting in “chasm.” 13-* Marketing Using Marketing to Shape Perceptions and Expectations Perceptions and expectations of value can be as important as actual value. To influence, c