Book Presentation of Marketing of High-Tech Products and Services

MARKETING APPLICATIONS AND
PRACTICES
Book Presentation of
Marketing of High-Tech Products and
Services
By Group-3
Group 3
Members Roll No.
Ankit Jain 15
Ankush Rasam 40
Saurabh Korgaoankar 22
Sherwin Mathias 25
Sulabha Bhagat 02
High-Tech Marketing: Fact or Fiction?
Technology
 High-Tech
 Technological uncertainty
 Market uncertainty
 Challenges in Marketing in High-Tech
markets
Technology
 “The science of the application of knowledge to
practical purposes”
 “Technologies are bodies of skills, knowledge
and products for making, using and doing useful
things”
 Technologies are developed, and/or adopted and
used to obtain something.
 Important aspects of technology are knowledge
and skills, not only to develop, but also to use
technology in an appropriate way.
High-Tech
 novel and advanced
 emergence and use of new technologies
 more advanced
 R&D
Uncertainty
 Technological uncertainty
• “Will the new technology make our present
technology obsolete?”
• Risk in investing.
 Market uncertainty
• Market education.
• Advantage to later entering competitors
• Early entrants may gain technological
leadership.
Marketing in High-tech Markets: Some
challenges
 Products
 Price
 Place
 Promotion
 Marketing knowledge and research
 Planning
 Organization of Marketing Activities
Commercializing New Technology
Profitably and Quickly
Ineffective
Investments
Revolutionizing the Commercialization
process
• A business process with a software system
oDoing right projects
oDoing them well
oDoing it even better the next time
• Best practices
o Automation
o Analysis
o Optimization
Significance of Branding in High-Tech
Industries
 What is Brand?
 Introduction
 Characteristics of the High-Tech Marketplace
◦ Market Uncertainty
◦ Technological Uncertainty
◦ Competitive Volatility
 Customer-Oriented Branding
…Contd
 Brand Building and Brand Management
◦ Customer
◦ Champions
◦ Capability
◦ Consciousness
◦ Consistency
◦ Common Practices and Policies
 Two keys to Brand Power
Creating a Buzz for Marketing High – Tech
Products
 Some of the effective’s strategies are

o Advanced launch announcement
o Events as launch pads
o Sustained product build-up
o Use of innovative media
o Hosting events
Architecting and innovating
 Innovating is essential to sustained industrial

growth and profitability.
 Architecting is the process of evolving a right
system & system engineering as a process of
developing a right system.
 There are 2 types of innovating –fundamental &
incremental.
High Science: a Best Practice Formula for
Driving Innovation
R & D spending in creating value for

companies.
 Directly & indirectly account for one third
of a medical technology company stock
price.
 Innovation is key to the growth in
medtech sector
Contd…
 High science can be boiled down to three
fundamental rules. Companies can make
right decision only when R & D governance,
process and principles are clear.
 Over the period 1992-2003 for example,
medical device player saw absolute R & D
spending triple and relative spending rise as
a percentage of sale.
 Keeping inventories motivated.
Early Adoption-Strategic Commercialization For
Small Tech Companies
 Marketing challenges in commercializing

emerging technologies
 Analytical model
 Network- regional initiative- trade
organisation
 Customer visit
 Beta sites
 White paper
Collaborative Structure between
Japanese High-Tech Manufacturers
 Expectationfor New Marketing

Management
 Central Question
 The Market Growth and Target – Switch
Phenomenon
 Double-Feedback Structure from
Consumers
…contd
 Emergence of New Japanese Management
 Difference of Branding
 Managerial implications
 Conclusion
Innovation as a Brand Attribute
 Innovation is a crucial part of most life science

companies’ success.
 Linus Report discusses the importance of
situating innovation as a brand attribute and
provides a framework for employing innovation
within marketing messages
 It is also have adverse effects on a company’s
long-term brand building
 Hence, innovation is absolutely the most
appropriate brand attribute for a company.
Product Marketing and Brand Building
A company’s product marketing management

impact on its brand because it takes long-term
brand building into consideration when it
developing product-level marketing campaigns.
 As developed by brand guru David Aaker and
issue of Linus Report, a strong brand has three
facets: The Core Identity, the Extended Identity,
and the Value Proposition which discuss the
concept of innovation as a brand attribute
Three strong brand facets
Busting the Myths of Pharma RFID
 Pharma RFID (radio frequency identification)
 Pfizer,Glaxo-SmithKline and Purdue Pharma

are tag their highest profile products
5 Key Myths of Pharma RFID
 RFIDhas a great deal to offer the

pharmaceutical industry.
Cases
 BenQ’s Branding Initiatives
 Intel’s New Identity
 Apple’s Foray in Retailing

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MARKETING APPLICATIONS AND

 emergence and use of new technologies

 Some of the effective’s strategies are

 Innovating is essential to sustained industrial

R & D spending in creating value for

 Marketing challenges in commercializing

 Expectationfor New Marketing

 Innovation is a crucial part of most life science

A company’s product marketing management

 Pharma RFID (radio frequency identification)

 Pfizer,Glaxo-SmithKline and Purdue Pharma

5 Key Myths of Pharma RFID

 RFIDhas a great deal to offer the

 BenQ’s Branding Initiatives

 Intel’s New Identity

 Apple’s Foray in Retailing

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