Positioning for Market Optimization: GenAssessmentCo Excerpts from Strategic Positioning Project.
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Transcript of Positioning for Market Optimization: GenAssessmentCo Excerpts from Strategic Positioning Project.
Positioning for Market Optimization:
GenAssessmentCoExcerpts from Strategic Positioning Project
Executive Summary
Executive Summary
Call to Action for Management Team:
UnderstandGenAssessmentCo’s Customers
UnderstandGenAssessmentCo’s Competition
Executive Summary
That Was Then, This Is Now
How to Proceed
Executive Summary
Positioning for Market OptimizationAllows GenAssessmentCo:
To Leverage its Strengths
To Refine its Product
To Perfect its Value Proposition
To Establish the Direction for Sustainable Growth
Executive Summary
A “best-kept secret” misses opportunities
Executive Summary
GenAssessmentCo management and customers describe the tool as:
Powerful Comprehensive Challenging Flexible Well Respected Overwhelming Illustrative Detailed Complex High-Quality Insightful Daunting Reliable Multi-layered Best-Kept Secret
Executive Summary
Synopsis of Findings:
A best-kept secret becomes a market liability as competition looms larger. Missed opportunities become
permanently lost opportunities for sustainable revenue.
Positioning
Positioning
Similar themes in management and customer opinions regarding threats and areas for improvement.
TOP THREATS(IDENTIFIED BY MANAGEMENT)
Lack of clear/consistent vision/focus/ commitment/follow-through/communication
Pricing Complexity Lack of branding Cost for GenAssessmentCo to be a player Market perception re: value Competition: products, pricing, packaging,
distribution, aggressive sales & marketing Limited opportunities for employee growth/
development Unclear lines of authority Lack of customer focus
TOP CONCERNS/CRITICISMS(FROM CUSTOMERS)
Company inconsistencies, frequent changes, insufficient lead-time
Cost for reports Complexity Lack of branding Report interpretation is labor- and time-
intensive Lack of immediate feedback Lack of strong support from staff Treat consultants as if they’re competitors Training required is expensive in terms of time,
money, travel
Positioning
The majority of customers surveyed have very little, if any, interest in
other assessment tools.
Positioning
Disconnects
ON ONE HAND…
“We rely on consultants to get business.”
“Consultants are our assets and our liabilities.”
ON THE OTHER HAND…
“I can’t download a report, email it and let my client link directly to the site.”
“I can’t export groups into anything I can manipulate. I have to enter the data into an Excel spreadsheet so I can sort.”
Positioning
The Winning Value Proposition:
CONSULTANTS Value Thoroughness, depth Credibility of tool and
vendor company Proven accuracy Easy to use Business expertise Leadership
effectiveness components
Show specific applications
Can download/email reports
Prescriptives Equal treatment of
customers Company integrity
LARGE COMPANIES Certified training Thoroughness Allows for in-house
expert Can score own reports Results-oriented Easy to use &
understand Numerous applications Depth Competitive price/value No gender/racial bias Prescriptives
VAR’S Not complex Includes today’s
occupations Credibility Accuracy Non-judgmental Good
support/customer service
Good credentials
GENERAL PUBLIC Business-based Adopted by major
corporations Measurable Proven impact on the
bottom line Modern Gets people
promoted
Positioning
GenAssessmentCo, three ways: Choosing a model
“LEXUS MODEL” Price is part of cache Investment For the elite Classic design Highly specialized sales Limited distribution Indulgent, relationship-based
service Premium product
“TIMEX MODEL” Price point within “everyone’s”
reach Short-term purchase Accurate, reliable No specialized sales Bare bones, mass market
design Wide distribution Minimal service Commodity
“L’OREAL/CLINIQUE MODEL” More expensive, but we’re worth it Special—stands out from the pack Dependable Knowledgeable, well-trained sales
force Creates desire for long-term
relationship Excellent customer service Stylish Discriminating, targeted
distribution
Survey Says
Survey Says
Word-of-mouth works, but that will never get you where you want to be.
Survey Says
1. 86% of those who responded to the survey learn about GenAssessmentCo through word-of-mouth. Internet and advertising have virtually no impact.
Survey Says
When they “get it,”
it’s worth it.
Survey Says
2. 90% somewhat to strongly agree the GenAssessmentCo Method is an excellent value for the money.
Survey Says
Look—even the consultants wantself-interpretative
reports!
Survey Says
3. 81% call for self-interpretative reports. “People like to be able to absorb information themselves— that’s not what GenAssessmentCo provides.”
~ Customer
Survey Says
It’s an open field.There are opportunities,but maybe you should play in another field.
Survey Says
So many reports, so little time:
Simplify, Merge, Discontinue
Repeat as Needed
Survey Says
3. Of the ten reports listed, GenReport was the overwhelming “most useful.”
The reports with less than 10% should be evaluated re: updating/revamping/ folding into another report/eliminating.
GenAssessmentCo Must Do’s
Must Do #1 The Tool
Just do it: re-tool the tool
“Immediate feedback is the key.”“What’s missing is the immediate experience/ understanding.”
~ Customers
Must Do #1 The Tool
It’s unanimous: The tool needs a makeover
Reduce total number of reports: Eliminate the superfluous.
Simplify reports and interpretation requirements.
Create 1-page report that includes GenAssessmentCo depth and insight: Basic grid, components, interests.
Update the occupational list.
Include opportunity for “immediate” feedback.
Must Do #2 Master Mentor
Be THE Business Diagnostician:Connect the dots for your customers, so
they can be successful.
“GenAssessmentCo isn’t very helpful getting the most out of the product.”
“It’s too complicated—it has too many pieces.”~ Customers
Must Do #3 Customer Support
Provide the kind of support that will make
a difference to the customers.
“I would like to be able to talk to someone about how to use tools, how to do team consulting.”
~ Customers
Must Do #4Quality Consulting End-to-End
Be the Best. Pick the Best. Support Them
to the Max.
“They shouldn’t just certify anyone—they have to get it.”“They [GenAssessmentCo] don’t have the business savvy to know
how to use the tool.” ~ Customers
Must Do #5New metrics for market credibility
Get The MetricsFor Your Market
You don’t have the metrics your market needs“Organizations want ROI information.”
“Having those kinds of numbers would answer client questions; it would be a much easier sell.”
~ Customers
Must Do Summary Positioning in a Nutshell