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    GTM TierII

    Uploaded by

    msanrxl
    The document discusses the target market, competitors, distribution, pricing, marketing strategy, and impact creation for a new product being developed to provide data and insights on attracting talent to Tier II cities in India. The product will help companies, hiring managers, and college placement officers locate and compare fresher talent available across engineering colleges in Tier II locations to support hiring and business operations decisions. It proposes segmenting customers, using various sales channels like social media to engage customers, and measuring feedback to build loyalty.

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    GTM TierII

    Uploaded by

    msanrxl
    28 views3 pages
    The document discusses the target market, competitors, distribution, pricing, marketing strategy, and impact creation for a new product being developed to provide data and insights on attracting talent to Tier II cities in India. The product will help companies, hiring managers, and college placement officers locate and compare fresher talent available across engineering colleges in Tier II locations to support hiring and business operations decisions. It proposes segmenting customers, using various sales channels like social media to engage customers, and measuring feedback to build loyalty.

    Original Description:

    Go To Market Strategy presentation

    Original Title

    GTM-TierII

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    The document discusses the target market, competitors, distribution, pricing, marketing strategy, and impact creation for a new product being developed to provide data and insights on attracting talent to Tier II cities in India. The product will help companies, hiring managers, and college placement officers locate and compare fresher talent available across engineering colleges in Tier II locations to support hiring and business operations decisions. It proposes segmenting customers, using various sales channels like social media to engage customers, and measuring feedback to build loyalty.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    28 views3 pages

    GTM TierII

    Uploaded by

    msanrxl
    The document discusses the target market, competitors, distribution, pricing, marketing strategy, and impact creation for a new product being developed to provide data and insights on attracting talent to Tier II cities in India. The product will help companies, hiring managers, and college placement officers locate and compare fresher talent available across engineering colleges in Tier II locations to support hiring and business operations decisions. It proposes segmenting customers, using various sales channels like social media to engage customers, and measuring feedback to build loyalty.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    GTM

    What
    How
    Who

    Who is the Target Market?


    o Engineering Colleges
    Principal/Chairman
    Placement Officers
    o Companies
    Campus placement officers
    BU Heads
    VP/CXO/Director

    Can we have a behavioural model?


    o Relevant ad based on established online behaviour and previous choices?
    o Cost?

    Why are we building product X?


    We are building a product on Tier II cities because
    o Companies are finding more and more challenging to attract talent in Tier I
    cities and metros. Our product identifies Tier II cities as an attractive
    alternative to Tier I cities. The report provides data on
    Colleges present
    Fresher talent available across specialization
    Competitor companies present
    Talent available across skills
    Salary offered
    Contract Staffing
    Attrition
    Living index
    Operating costs
    o The report will help Hiring Managers look at alternate locations for sources
    of Talent
    o The report will help Company Management team decide on setting up
    business operations in Tier II locations
    o The report will help Campus Placement Officers from companies to plan
    their annual hiring plan in advance by having a comparative data of
    fresher
    talent available across colleges
    o The report mainly looks at Talent cost which covers more than 50% of the
    operating cost in an IT ecosystem.
    o The report helps Colleges position their fresher talent to the target

    GTM
    What

    What is the competition offering?


    o Available reports in the industry takes a one sided view of Tier II locations.
    o Most reports available in the market look at real estate.
    o Information is mostly presented as a news article projecting job
    opportunities, viable industries, announcements from the industry,
    government
    o However consulting companies take up Location Attractiveness Study
    based on client request

    What is the distribution strategy?


    o Web download

    What should be the pricing metric?


    o Segmented pricing (Based on customer segments)
    o Per download pricing (Fixed Pricing)
    o On demand pricing (based on client request)
    o Competitive reference pricing
    o Value based pricing (one skill complimentary study or 8 hour dedicated
    support or...)

    Who is going to use it and why?


    o For Answer refer to question

    How will be the customer engagement?


    o Linked In Group for Tier II locations
    Create an initial level reachout
    Assign a leader to manage the group
    Assign an social media executive to manage and spread content and
    engage customers
    Create metrics to measure ROI
    o Similar Strategy for Facebook, Twitter, Tumblr

    What is the value of the product X?


    o Increase Revenue
    Lower capital expenditure in setting up offices in Tier II cities
    Lower operating costs in Tier II cities
    Reduce employee cost with competitive salary offering
    Increase selling through better service availability
    Addition of new customers based on presence in newer locations
    Lower attrition leads to savings in hiring, training and lower bench
    strength
    First to move to Tier II location gains competitive advantage

    How
    Who

    GTM
    What
    How
    Who

    What is the market segment?


    o Hiring Companies
    o Colleges (Engineering Colleges in Tamil Nadu)
    The above two segment can be further divided into Tier I, Tier II and Tier III
    levels

    What is the marketing strategy?


    o Classify customers based on segmentation
    o Position product to each customer category
    o Position pricing with clear value proposition (ability to increase prices on
    differentiated products)
    o Identify different sales channels and measure effectiveness of each channel
    Telephonic
    Email campaign
    Social media
    o Identify touchpoints that reflect brand Han Digital Brand Strategy
    o Measure feedback from customers from the product delivered
    o Build customer loyalty leading to increased business

    What is the impact creation?


    o Identify customers and classify into segments
    o Identify impact factors and create a scorecard
    Internal factors can be
    Quality of the product
    Speed of product delivery
    Did the product meet the expectations
    Minimum input maximum output theory
    o Measure and report

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