Winning Without Competition: How to Break Out of a Commodity ...
Winning Without Competition: How to Break Out of a Commodity ...
Winning Without Competition: How to Break Out of a Commodity ...
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* Ideally, this should be quantified through market research.<br />
• Generate sales leads<br />
from target accounts<br />
• Generate 180 sales leads<br />
from target accounts by Q3<br />
• Arm the sales force<br />
with sales support<br />
materials<br />
• Create sales support<br />
materials by end Q1<br />
• Communicate your<br />
company’s point <strong>of</strong><br />
distinction<br />
• Create awareness <strong>of</strong> the<br />
company’s point <strong>of</strong><br />
distinction*<br />
• Communicate the<br />
introduc<strong>to</strong>ry promotion<br />
• Generate interest in new<br />
product, including 250<br />
inquiries regarding the<br />
promotion<br />
• Stimulate interest in<br />
new product<br />
• Launch new<br />
product XYZ<br />
in Q2 FY 97<br />
• Announce new product<br />
availability<br />
• Create awareness <strong>of</strong> new<br />
product availability among<br />
target cus<strong>to</strong>mers*<br />
Marketing Goal<br />
<strong>How</strong> Communications<br />
May Help<br />
Communications<br />
Objectives<br />
Chart 14: Communications Objectives