Dr.

John’s Products
 Sales Strategy
• Shelf Space is Everything !
– Customer demand
– Brand
– Margin

2
• Maximize Product Volume / M

What about ICT Business???

 Product Extension
• SpinBrush Kids

Followed by…

- SpinBrush Pro: Clean, Withening, Rechargable

- SpinBrush MultiAngle

- SpingBrush Slim

- Replacement Heads

- Etc
 Takeaways for ICT
• The Business of Business
– Identify buyer(s).
– Do what they need or fear…
– …but cant do themselves. (strategic fit vs. buyer portfolio,
product vs. capabilities)
– Build on the key success factors (product strategy).
– Minimal team – Maximum impact.
– Everybody makes money!
– Trojan horse?

• Exit P > Value – Sell on dreams!

• Design away the risks!

 Analysis
Strengths Weaknesses
-New technology - Limited resources
- No customers up till now
- Well designed - A new small company without any track record.
- Affordability - More functionalities required
- User Friendliness - Infrastructure needed especially for after sale services
- No direct competition

Opportunities Threats
- big market - Alternatives such as the internet recourses.
- Ability to change the trends. - limited resources in terms of funding
 Dynamic positioning across the life cycle

Pragmatists Conservatives
Stick with the herd! Move only when necessary!

Visionaries
Move ahead of the herd! Skeptics
No way!

Techies
Try it!

Innovators Early Early Majority Late Majority Laggards

Adopters

Pragmatists
Pragmatistscast
castthe
thedeciding
decidingvote!
vote!
Chasm applies for discontinuous innovations
Market Development Model

Main Street

Tornado

Total
Early Assimilation
Market

Chasm

Bowling
Alley
 Target Customer

Economic Buyers

Financial LOB • Business-to-business

Executive Executive model supports up to
six roles
• Consumer markets fuse
IT Department these roles into three or
Director Manager fewer
• Purchase influence
Technology Lead migrates over the the
Evaluator End Users life cycle

Technical Buyers End Users

 …The new marketing communications model:
N-Way, Dynamic Communication

“Users” = Buyers + Wearers

+ Admirers
Customers’ Customers’ Customers
(Influencers) Customers’ Customers (Executives)
Brand Arsonists (Gatekeepers) Customers (Executives)

Interest Groups (Industry) Analysts (Financial)

(Trade) Press/Media (Consumer) Brand Advocates
Competitors Bloggers
Governments Industry Standards Organizations
Referencing

Referencing
Partners
Path of

Path of
Current Customers
Customer Support
Sales/Marketing
What Paths
of Company
Reference? Execs
What Paths
Adapted from of
McKenna, Regis
(1985) The Regis Influence?
Touch
 Word-of-Mouth Has Connected Power

Traditional Marketing (Direct) Buzz Marketing

“…captures the attention of consumers and the

media to the point where talking about your
brand or company becomes entertaining,
fascinating, and newsworthy.”

Source: Buzzmarketing
 Consumers - 6 Buttons

• 6 tried and true things we talk about:

– the unusual
– the outrageous
– the taboo (sex, lies, etc)
– the hilarious
– the remarkable
- Secrets

What we talk about is rooted in emotion (gasp,

surprise, thrill, laughter, & “you gotta be kidding”).

Source: Buzzmarketing