"What doesn't kill you, makes you stronger"
That pretty much should sum up our Saturday. It does so for me and to the hilt and I say this with a pinch of salt.
Road Map for PPT
Please ensure "NO. TYPOS!"
Category
-> Product Understanding (and you'll be able to go ahead only when you fully understand the product in question, right to it's very basics. Period.)
-> Target Consumer and Dealers (will make for the most important part of the Market Research)
-> Size (a valid, authentic source whose timing needs to be 'now')
-> Growth Trends (Volume is what matters. Growth will be based on 'volume') "You'll have to work around the math to get figures"
-> Secondary Research (refer to back issues of Business Today, Business Week, Business Today, Colour Supplements of Economic Times, Get yourself enrolled in British Library, Go to corporate offices if you've to, use your college id card wherever necessary. Thats why it is given to you. Damn it.)
-> We're always working with respect to Compound Growth Ratio.
-> Always, stick to one denominator, either 'value' (is not preferred) or 'volumes'
-> Industry Trends
-> Consumer Trends
-> Industry Segmentation (How many ways can a market be segmented)
--> Segment Size (Major Brands)
--> Segment Growth
Market Share will decide the Major Players (and this will be in terms of volume)
"Reasons For Their (Major Players') Performance"
Consumer Segments
--> We need to define to 'whom' this product is meant for.
Marketing
-> Category Truth will be known only by asking target consumers.
"Macro is Marketing"
"Optimise your strengths within your limitations"
"Everything has an implication"
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