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Course overview
The semiconductor industry -- our customer-- is capital intensive and increasingly risk averse. The semiconductor equipment/materials (SEM) business which addresses it is very competitive, cyclic, short of traditionally available venture capital, and has a crucial shortage of expensive home-grown technical talent.
SEM industry companies cannot squander any of the above assets on activities which are not focused on a well developed understanding of customers' needs in the context of competitors' capabilities. Nor can they afford development of products which are not sufficiently differentiated from competition so as to command customer commitment and pricing which will meet ROI requirements and sustain forward development. This requires exceeding customer expectations via a focused value proposition.
While suppliers often believe the customer's perceptions are only misunderstandings of product offering, the customer is often actually correct, and internal supplier change is required. Dealing with that internal conflict is a key element of this course; product marketing persons drive the required change, both internally and externally.
This course provides a full understanding of not only the philosophy and requisites of positioning, but also a collection of techniques and procedures for the development of positioning strategies and tactics. Both customers and competitors are analyzed by the SAME rigorous process.
What you will learn
- realistically analyze and address customer perceptions
- analyze competitors relative to your current or desired market position
- develop a pro-active "positioning attitude"
- initiate internal change to support/modify market perceptions
- produce effective positioning messages
- find opportunities for meaningful product differentiation
- apply all the concepts to your product(s) immediately through the use of analysis template
Who should participate
Marketing and MARCOM executives, product marketeers, product managers, and senior sales persons.
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