point - counterpoint: services vs product marketing, sumit virmani, infosys
DESCRIPTION
Very few companies have achieved success with products as well as services. Is there a difference in skillsets required? What are the attributes of a successful marketer in both cases? What do we need to do to build successful product brands?TRANSCRIPT
100% Marketing
Product & Service
Service Model
• Linear Investment
• Build IP
• Cost-based Pricing
• Technology Expertise
• Risk
Product Model
• Non Linear Investment
• Own IP
• Value-based Pricing
• Domain Expertise
• High Risk
the Distinction
S&M
Microsoft 22%
Oracle 20%
Cisco 23%
Enormity of Marketing Impact
Organization
Accenture
Infosys
9.3%
5.2%
FY 2010
S&M Organization
Wipro 5.8%
Scope The
IDEA
GENERATION
MARKET
VALIDATION PRODUCT
DEFINITION
PRODUCT
DEVELOPMENT PRODUCT
LAUNCH BRAND
DEVELOPMENT
MARKET
DEVELOPMENT CRM PRODUCT
EXECUTION
Ideate
Validate
Nurture the Concept
Pillar 1:
Pilot
Perfect
Take a Test Drive Pillar 2:
Buzz
Brand
Build an Identity Pillar 3:
Engage
Generate
Drive It Pillar 4:
Loyal
Model
Leverage
Create a Fan Following Pillar 5:
Marcom or Marketing
In Summary
Support or Lead
Art or Science
Questions Your