Go To Market Strategy
Go To Market Strategy
Go To Market Strategy
What to do
Covers the basics of Marketing
STP and 4Ps in that order
Segmentation, Targeting and Positioning
Product, Price, Place and Promotion
Focus
Less focus on Product and Price (mostly given in the case)
Less focus on positioning (if features are provided in the case or if the
product is already established in the market)
More focus on Promotion and Place display understanding of the market
and creativity
Dos
Cover the entire STP and 4Ps
Understand the products qualities ( if explicitly mentioned in the case) before
jumping into GTM
Don'ts
Explicitly mentioning the framework
Jumping to 4Ps directly skipping to talk about the customer
Segmentation
Geographic
Region
City
Rural and semi urban areas
Demographic
Age
Gender
Education
SEC
Psychographic
Lifestyle
Personality
Behavioural
User and Usage
Targeting
Simple - Selecting the segments to focus
Target segment should be large enough or willing to pay large amounts or both
The company should have the capacity to serve the segment
Positioning
Define the characteristics that will limit options in the
case of communication and channels
Define USP of the product
How you want the customer to perceive the product
POPs
PODs
Product
Think
SKUs - Kurkure Rs 3, 10 and 20 packs
Varieties paper boat ginger lemon tea, tulsi tea, aamras,
chilled rasam
Packaging
Warranties
Price
Price Skimming
Smartphones - Apple
Penetration pricing
Low pricing to gain market share Oreo started with 20 rs pack and 10 rs pack
rates moved from 20 to 35 later
Economic Pricing
Cost plus pricing, competitiveness and a volume based products
Premium Pricing
Aspirational products
alphino
Place
Place is not geography it is distribution channel
3 basic FMCG distribution, electronic goods distribution, fashion
goods distribution
Focus more on where the customer will purchase from rather than
the distribution structure
FMCG Kirana stores, chemists, grocery, mini-market, supermarket,
pan shops, grocery e-commerce
Electronic goods Ecommerce, experience stores, multi-brand store
Fashion goods flagship store, self standing store, shop-in-shop,
factory outlet, Ecommerce, travel retail, - brand corner, wall unit,
open sale
Promotion
Integrated marketing communication
ATL & BTL
Promotion aspects
Branding brand ambassadors, event sponsorship
Product Launch launch event, free media coverage
generation creating buzz
Product Trial spreading WOM, in-store, discount, sampling
Bringing in repeat purchasers consistent presense in ATL,
BTL maintain brand recall
Examples
GTM
GTM
GTM
GTM
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