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

Stick with Geographic, Demographic

mostly
Extend to Behavioural if required

What to know for do better

segmentation
New SEC Classification
http://mruc.net/sites/default/files/NEW%20SEC%20System.pdf
Indian Demographics
Rural-urban ( 70-30) , Income level
Psychographic segmentation
Lifestyle aspiration want to go for trips, want to travel by
car, want to live in studio apartment
Behavioural segmentation Occasions, Rate
Gamer
Heavy gamer, Social Gamer
Playing games on Console, PC , Mobile
Segmentation should be
Identifiable measurable attributes
Sizable - sufficiently large
Accessible Think about how will you communicate to the
segment

Refer Page 191 Kotler

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

for
for
for
for

Chinese hatchback car in India

Britannia cookies product launch
Philips electric shaver
Danone mishti doi

Gillette- Launch promotion

Product Launch eCommerce Modern Retail

Groceries