Strategic Marketing of High Technology Products and Innovations

Overview

Do you have a new product, concept or innovation and want to enter a high technology or high change market? Do you want to expand internationally? Are you starting a company or line of business and want to focus on the most profitable markets?

You know that while your core product or technology is very important, market leaders usually win on the strength of better business and marketing strategies. You will learn to systematically analyse how to turn a product into profit, discover Silicon Valley type new products and learn high tech marketing dynamics.

Identifying and targeting profitable growth opportunities, customer analysis, market segmentation, pricing and branding strategies and the development of sales and distribution channels are the main focus of this programme.

Capabilities Addressed

• Strategy development and execution
• Marketing new innovations
• Commercialisation

Ask Yourself the Following Questions:

Is your organisation developing a new product or service and needs to take it to profitability?

Is your organisation in a market undergoing significant change?

Does your organisation need to identify and capture new profitable markets ?

Is your organisation undergoing internal strategy development?

Is your organisation planning on expanding internationally?

Does your organisation need to understand precisely who to partner with and how to create winning partnerships?

Is your division rethinking its marketing and product development strategy?

Does your organisation need to accelerate revenue growth?

Does your organisation need to position (or re- position) itself in the market place?

Does your organisation have a technology management group that needs to communicate with the marketing group and understand the company’s strategy?

Is your organisation spinning off or acquiring a business and needs to understand if the products can be taken to profitability?

Topics Covered

Day 1

• Identify the most promising customers and markets
• Identify customer needs and value you can deliver
• Decide on the most profitable market to target first
• Make your product easy to buy (in the mind of the customer)
• The technology adoption lifecycle
• Know how your customer wants you to build your product
• Change your business model and strategy to win throughout the lifecycle

Day 2

• Build the right sales and distribution channel
• Build winning partnerships
• Maximise pricing according to customer value
• Build a winning brand and promote new products
• Arm the sales force with winning competitive intelligence and win the contracts

Who should attend

• CEOs of startup and growing companies
• Senior marketing executives
• Product, market or brand managers
• International marketing managers
• Project managers
• Sales managers
• Senior engineers who need to interface with marketing
• Entrepreneurs starting new businesses
• Senior engineers who need to interface with marketing Agenda and Program Director

Outcomes

• Identify and capture profitable market opportunities
• Achieve tangible and measurable results that impact your bottom line
• Build capabilities around customers and markets
• Create truly sustainable competitive advantage from unique market and customer insights
• Design profitable, rigorous and integrated profit and market focused strategies
• You will learn to systematically analyse how to turn a product into profit, discover Silicon Valley type new products and high tech marketing dynamics and a range of crucial issues.