TEAM VOLARE - TAKING MARKETING STRATEGY TO NEW HEIGHTS

Pamela Cominetti

Mikael Fors

Mario Harkmaa

Marina Sundin

Daniel Thomasson

Final Marketing Plan Presentation

Managing Marketing Processes

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What to expect from this presentation

This presentation will present the background information and our recommendations for Comintelli’s launch of the new service, Intelligence2Day.

Where is Comintelli today?

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4

Advanced

Expensive

Limited Market

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Reaching new segments. Yes, it is possible.

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Like Knowledge XChanger, but more simple.

Oh, and cheaper.

Objectives.• 5 licenses by end of 2012.• 100 licenses by end of 2013.

Intelligence2Day as stepping stone to Knowledge XChanger

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TWO DIRECTIONS TO GO.

1. Separate company.

2. Integrate into Comintelli product portfolio.

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- Launch Intelligence2Day as part of Comintelli

ANALYSIS AND PROPOSITION

Why?Use strength of Comintelli brand.

Too much resources would be spent on developing new company and brand.

Upgrading to Knowledge XChanger would be more clear.

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…but first

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What is Comintelli’s strategic direction today?

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“To provide powerful information access

solutions to efficiency-oriented enterprises

valuing reliability, excellence and personal

service.”

Collis, D.J. & Rukstad, M.G. (2008) Can You Say What Your Strategy Is?, Harvard Business Review (HBR), April

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Brandbuilding.Just doing it?

Visual perceptionInconsistency(fonts, logos, names, colors)

Van den Bosch, A.L.M., De Jong, M.D.T., & Elving, W.J.L., (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10 (2), pp. 108–116.

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Suggestions- Clear message and offering

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How can we

be different?

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Points to consider when integrating Intelligence2Day with Comintelli.

The danger would be for potential clients to choose I2D instead of KXC

I2D customers don’t feel incentive to upgrade to KXC

KXC customers downgrading

Customers

DifferentiationClear communication of difference and connection point of products:

By value proposition

By functionality

Emphasize simplicity

and

quality

Emphasize functionality,

security and

quality

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Intelligence2Day Positioning

”Bringing the fundamental utility of external information management tools to everyone.”

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Launch Party!

FREE TRIALSTRATEGY

• Trade Shows

• Trade Association Conventions

• Seminars/Workshops – On specific topics

Handing out Free Trial coupons.

Activation Code!D12O-kUg-FF65

™ by Volare

TM

Where!?

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We want to make money as well.

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PricingBreak even

Price

Development Cost

Monthly cost Growth

𝟏𝟎𝟒𝐒𝐄𝐊

𝟓×𝟏𝟎𝟒𝐒𝐄𝐊

STRATEGIC GOALS

10 SEK / user / month 1% of sales at 10% discount

Price / user / month

Growth after 15 months Break even

€60 ~9-10 months

160 SEK 5 licenses / month 24 months

Use

r fe

e p

er m

on

th

Month

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Free trial cyclePricing

Free trial

+1 user

Direct marketing

Evaluate

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Volare – Another successful marketing journey completed!