Go to market and

customer acquisition

strategy

Rahul Kapur

22 February 2014

Grant Thornton India LLP

Agenda

• What is go to market strategy

• A case study

• Questions

What is go-to-market? (GTM)

Go-to-market process is the

• Strategic and tactical aspects of delivering and supporting

a product or service offering in the marketplace

• This includes product specification, pricing, distribution,

marketing communications, sales, after-sales support and

customer experience management

GTM vs marketing strategy

• Go to market refers to activities surrounding the launch of

a new product or service

• marketing strategy can apply to any ongoing marketing

activities

What are the elements of GTM

Positioning

Product

Price

Place

Promotion

• WHOM will we actively target within the market?

• WHAT will be our product portfolio?

• HOW MUCH will we charge for our products?

• WHERE will we promote and sell our products

• HOW will we promote our product?

Case study 1: Mobile ka baap by Micromax

• A phone with 30 day battery back up was one of the first

handsets launched by Micromax in 2007

• Company's turnover in FY 12-13 is INR 3,168 Cr

The story of an invention…

What are the elements of GTM

Product

• can the product solve customer needs

• which features best meet these needs

• how will the customer use it

• how is it differentiated

feature loaded and first mover advantage…

What are the elements of GTM

Positioning

• The term positioning refers

to the consumer's

perception of a product or

service in relation to its

competitors

• Perception differs from

person to person, and

market to market

phone for the masses

(aspirational and masses)

Based on low price Based on endurance

Based on high price Based on time of day

Shift to capture smartphone market

and tier 1 cities – introduction of

Hugh Jackman as the brand

ambassador

What are the elements of GTM

Price

• what is the pricing strategy?

• what is the value of the product to customers?

• are there existing price expectations?

• how do we price relative to competitors?

• can you create a competitive advantage with the pricing model?

phone for the masses (aspirational and masses)

What are the elements of GTM

Place

• where do buyers want to purchase your product?

• what is the right distribution model?

• how do you develop the right distribution model?

• what types of support and services are required?

• can you create a competitive advantage using place as a

differentiator?

All over India – 125,000 POS

What are the elements of GTM

Promotion

• how do you reach the buyers and influencers of your target

market?

• what messages will motivate them towards awareness,

consideration and purchase?

The wrong way to GTM

Build product

Define

channels

Define Price

Define

Promotions

Ready Fire

Segway - disproved the axiom "if you build it, they will come"

• Did not appeal to consumers as the motorised scooter was pitched as an

alternative to automobiles

• The price point was too high to draw a mass consumer base.

• Instead of selling 10,000 machines a week, as Segway had predicted, the

company sold about 24,000 in its first five years.

Slightly better way to GTM

Ready Aim Fire

Build

product

Define channels

Define Price

Define

Promotions

Define target

markets and

positioning

The best way to GTM

Aim Ready Fire

Define target

markets and market

problems to solve

Define

channels

Define Price

Define

Promotions

Define

positioning

Define

product

Why a Go-to-market strategy is crucial?

• improves time to market

• reduces risk of failure and brand damage

• enhances customer experience

• establishes path for growth

• clarifies plan and direction for all

Case study 2: Muslin India

5 stores

Retail ops

Project ops Premium and

super-premium

brand reseller

Franchising in

3rd year of

Ops

Local and

global supply

chain

Setting up in

Dubai and

Singapore

home décor brand set up in 2009

What worked

1. defining the void in the market

• space for 1 more super luxury brand

2. product mix

• ethnic and ultra premium brands (zoffany etc.)

3. Premium pricing

• Sec A retail clients and star rated hotels

4. Small stores at posh high-street locations

• Swatches

Questions

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Rahul Kapur

rahul.kapur@in.gt.com

+91 124 4628029