This document discusses translating market research into product strategy. It begins by outlining the agenda, which includes the role of a product manager, market research techniques, and a product strategy model called value curves. It then discusses various market research techniques like surveys, social media insights, and secondary research that can provide inputs for product strategy. A key part of the strategy is identifying elements of performance and value that are important to customers through value curves, which help position a product competitively by focusing on desired elements. The document provides examples of how companies like Samsung used this approach to improve their market share. It also discusses applying these techniques to an online pharmacy company in India.

1. TRANSLATING MARKET
RESEARCH TO PRODUCT
STRATEGY
Pinkesh Shah, CPM, CPMM
pshah@adaptivemarketnig.in
1

2. Agenda to build Product Strategy
OnlinePharma.in
1. Role of a PM
2. Market Research Techniques
3. Product Strategy Model – Value Curves
2

3. Role of a PM
Beyond requirements analysis
 CEO for the product
 Define the roadmap and
deliver products that customers
will actually buy
 Master Orchestrator of the
“productizing” process
Finding compelling, competitive and
profitable solutions to market problems

4. Product Management Interlock
Customer/
Steering teams Market
Executives Partners
Engineering Analysts
Marketing Thought
Sales leaders
Architects Channel Sales
Project Mgr Agencies
Support Suppliers
SEs And more..
And more.. Product
Manager
Internal External
4

5. Inputs to Strategy
Addressable New M&A
Fleeting or market Competencies
lasting?
Market Core New Routes to
Size Competencies Market
Customer Pain - Sales / Support
Size Investments
Big Fish in Small Product Strategy
Pond? Direct
Willingness to Competitors
Pay Resource
Target Customer Competitors
Types Substitutes
Target
Segments Freemium
Positioning Switching
costs
Timing Organizational Barriers to
Appetite entry

6. Many ways to arrive at it
Market Research
Inputs
Product
Strategy

7. Discovery::Social Media
 New way of getting
customer insights without
flying around the world!
 Channels like linkedin
gives you focused access
to the desired audience
 Validation
 Linkedin Polls
 Facebook “like”
 Blog responses
7

8. Validation:: Secondary Research
Source: Apple
MarketPlace Apps
by Category as of
9/24/11

9. 9
100$ test :: Prod Leadership Exec Program
Name: __________________
___ Real World Product Mgmt Best Company: _______________
Practices Role: Engineering PM Marketing Sales
___ Weekend Schedule (full
weekend) ___ Leadership/Soft Skills Module
___ Weekend Schedule (partial ___ Subscription to all major business
weekend) periodicals and magazines
___ Industry Guest Lectures ___ Program approved by
___ Emerging Topics company management
___ US based CPM certification ___ Progam located in my city
___ AICTE (Govt of India) ___ Followup coaching and
approved course attending future sessions
___ Internship opportunity available as alumni
___ Option for attending certain ___ Write-In: ____________________
session online Comments: _____________________
___Flexible Payment Option (EMI, _______________________________
deferred)
_______________________________
9/27/2011

10. Market Research :: Survey
 Hire an Expert, if you can.
 Your Decisions could cost jobs.
 Online Market Research tools
 Zoomerang
 SurveyMonkey
 Google Ads
 AskYourTargetMarket

12. Example of a “soft” survey
Dear Pinkesh,
I noticed you haven't been using TimeBridge a lot since you signed up. We'd love to understand
what is holding you back.
If you click one of the links below it would help a lot.
"Everything is fine, just haven't had an occasion to use it yet." Yes, that's it.
"I'm having technical difficulties with TimeBridge." Yes, that's it.
"Don't think I'll be using this, as I don't have a need for it." Yes, that's it.
"I forgot to use TimeBridge the last time I scheduled a meeting." Yes, that's it.
"None of these apply." Let me tell you more.
You can always just reply to this email if you'd like. Thanks for your feedback!
Best Wishes,
John Stormer, VP Marketing
If you don't want to receive future marketing messages from TimeBridge click here.
TimeBridge, Inc. | 1600 Shattuck Avenue, Suite 216B | Berkeley, CA 94709

13. Market Research :: Survey Analysis
Summary
Data
Your
Analysis
Quote the
source
13 Source: India’s first Annual PM/PMM Survey – Nov 2010

14. Market Research:: LinkedIn

15. Market Research :: Validation:: LinkedIn

16. How do we stitch it together?

17. Value Curves Methodology
Reference Books:
Blue Ocean Strategy
– Kim, Mauburgne
17

18. Elements of Performance
 Elements in aggregate EOP for Cisco Router
define a product or a  Configuration
service Interface
 Replacement
 Attributes that different
Service
customers associate
 Power
different “value” to
consumption
 Its measurable  Price
 Its not a feature/benefit
18

19. Case study: Samsung
2005: Samsung LCD HDTV launch in US
19

20. Value Curve:: Samsung
Sony Sharp Samsung
Elements of
High Value Performance
 Price
 Picture Quality
 Emotional
Appeal
Low Value
 Décor
 Sound Quality
 HDTV
 Functionality
20

21. Value Differentiation Identification
 Six Question test-
1. What elements can we eliminate or reduce
the value delivered?
2. For what elements should we increase the
value delivered?
3. What new elements could we introduce?
4. Do these changes make for compelling
value proposition to MIC?
5. Is our position unique?
6. Is this position sustainable?
21

22. Value Curve:: Samsung Revisited
Sony Sharp Samsung
Elements of
High Value Performance
 Price
 Picture Quality
 Emotional
Appeal
Low Value
 Décor
 Sound Quality
 HDTV
 Functionality
22

23. Value Delivered
 Samsung 51/52
(LN52A650) model
introduced in US in
Feb 2006
Company Jan 06 May 06
Samsung 12.1% 26.4%
Sony 24.6%
Sharp 8.4%
TV Market share
Source: BusinessWeek Online June 22, 2006
23

24. Onlinepharma.in
List elements of performance
24

25. Elements of Performance
 Drug Catalog – will I get the medicine I want?
 Time to Deliver – how long before I get it in my
hands?
 Price – what is going to be my final price?
 Payment – can i pay through my insurance?
(cashless, reduced paperwork)
 Reminders – can I setup a recurring schedule
 Open – can I get a medicine in the middle of the
night?
 Support – can I have access to pharmacist if I
have questions on dosage?
 Medical Advice – can I get medical advice for
non critical issues?
25

26. Elements - Ranked
10 1
9 2
8 3
7
6
5
4
3
2 Madhya Pradesh
1
0 Kerala
Punjab
26

27. Value Curves – Tier2 cities
Online pharma "Aayush" chain Ranked Value
All competitors
Elements: General
High Value
Cashless 3%
Home Delivery 17%
Access 25%
Price 20%
Time to Deliver 5%
Low Value
Drug Variety 30%
Drug Access Price Cashless Time to
Availability Deliver
27

28. “Productizing” Process
Creating Communicatin
Value g Value
• Customer • Value • Value
Value • Define based • Positioning Channels
Modeling products Pricing Value Network
Prop
Understanding Capturing Delivering
Value Value Value
Value Management = Product Management
Market Strategic Product Go To Sales
Analysis Planning Planning Market Enablement
Choosing to Building Building it Marketing it Selling
Build Profitably right right effectively
28

29. “Productizing” Innovation::Idea to Enterprise
Market Strategic Product Go To Sales
Analysis Planning Planning Market Enablement
Choosing to Building Building it Marketing it Selling
Build Profitably right right effectively
Value Collaterals &
Target Market Product
Research & Requirements Sales Tools
Sizing Positioning
Analytics
Product Lead
Resources & Product Line Routes to
Generation&
Competencies Strategy Economics market
PreSales
Competitive Personas & Marketing Channel &
Buy/Build/
Analysis Partner Scenarios Plan Sales Training
Market Evangelism
Win/Loss Pricing & Acceptance Launch Plan Thought
Analysis Packaging Planning Leadership
Customer
Performance Business Product Customer Relationship
Analysis Model & Plan Roadmap Acquisition Mgmt
29

30. Scheduled Training Offerings
www.adaptivemarketing.in
Open Adaptive Adaptive Adaptive Adaptive
Workshops Product “Productizing” Advanced Advanced
Management Workshop for Workshop for Workshop for
Professional Engineers Product Mgr Sales & Marketing
Duration 6 days 2 days 2 days 2 days
Audience 5+ years 5+ years 4+ years of 4+ years of
experience in experience. PM/PMM, customer facing
product Engineers, Project experience, MBA BD, PM/PMM,
company Managers, desirable sales experience
Architects
Focus Career Developing a Advanced PM Focus on setting
Transformation customer & skills, managing up and running
workshop that business context multiple product sales and
builds around building lines, new marketing
foundational products. product operations.
skillsets to Understand P&L, launches, Business Leveraging online
become a Business plan, plans, social marketing, social
global PM success metrics media media
Certification AIPMM, USA Adaptive Product AIPMM, USA AIPMM, USA
Certification Professional Certification Certification
30 (CPM/CPMM) Certification (CPM) (CPMM)

31. We consult with companies and train
professionals on “productizing”
Training
Train and certify product professionals for
accelerated career growth
Consulting
Helping companies launch new product lines and
scale existing ones throughout the product
lifecycle with predictable success.
Execution
Integrate with client’s management team and help
31 set and execute product strategy