Competition/

Cover Slide Company Logo

Details like competition name, college name (if allowed),

team name and brief introduction of team members

1
 Competition/
Slide Title Company Logo

Secondary Research Competitor Analysis

Insert a Relevant  Current Market Size (Volume

Graph/Chart that depicts & Value)
industry share breakup  2-3 key relevant trends Perceptual map of competitors and the brand in
identified question

Primary Research

Players Products USP Target Customers

• Sample size, demographics, and research methodology
(Questionnaire, FGD, Interviews, etc.)
Competitor 1

X% Insight 1 X% Insight 3
Competitor 2

X% Insight 2 X% Insight 4 Competitor 3

Target Market/ Promotion

Industry Outlook Big Idea Pricing Channel Strategy Financials 2
Persona Strategy
 Competition/
Slide Title Company Logo

Customer Pain Points ABC Co. Advantage

 2-3 customer needs and  Few points mentioning the

wants synergies that ABC Co. has to
 Identified through solve the customer
primary/secondary research problems/needs
 Note: Pain points should be
actionable

Target Persona 1 Target Persona 2

 Total Addressable Market (TAM)
 Reasons to select the target personas
P- P-  Reason to exclude any market/customer
N/W – N/W –  Key things that the target personas expect
T- T-  Candidates can add Ansoff Matrix here to explain
how they plan to target the selected personas
Target Persona 3 Target Persona 4

P- P-
N/W – N/W –
T- T-

P – Profile | W – Want | N – Need | T – Targeting

Target Market/ Promotion
Industry Outlook Big Idea Pricing Channel Strategy Financials 3
Persona Strategy
 Competition/
Slide Title Company Logo

Value Proposition 1 Value Proposition 2

• What • What
• How • How
• Why • Why
• For Whom • For Whom

Value Proposition 3 Core Idea/ Value Proposition 4

•
Product/
What • What
• How Campaign • How
• Why • Why
• For Whom • For Whom

Value Proposition 5 Value Proposition 6

• What 1-2 line Elevator Pitch of the Idea • What

• How • How
• Why • Why
• For Whom • For Whom

Target Market/ Promotion

Industry Outlook Big Idea Pricing Channel Strategy Financials 4
Persona Strategy
 Competition/
Phase wise promotion Company Logo

Trial – driving Maturity

Launch
behaviour change
Marketing
Objective

2. Make Innovators & early 3. Make product/concept

1. Increasing awareness of
adopters try the mainstream by onboarding
s

product/concept’s existence
product/concept early and late majority

Strategy 1
Innovative

Strategies

Strategy 1
Marketing

Strategy 1

Strategy 2 Strategy 2 Strategy 2

• Initiative 1 • Initiative 1
initiatives

• Initiative 1
Other

• Initiative 2 • Initiative 2 • Initiative 2

• Initiative 3 • Initiative 3 • Initiative 3

“I know the concept and find it “Product/Concept is my go-to

“It is great to use”
interesting!” when I want to do abcd”
Target Market/ Promotion
Industry Outlook Big Idea Pricing Channel Strategy Financials 5
Persona Strategy
 Competition/
Slide Title Company Logo

Approach for Pricing

SKU 1 SKU 2 SKU 3
Pricing Objective
• Select a pricing objective from perceived quality,
market penetration, market share, innovation etc Price for
ABC Co.’s
Product

Bottoms up costing Nearest

• Evaluate raw materials costs, manufacturing and Competition
logistics costs Price
• Add overhead allocation and channel margins
Difference
Competitive Pricing & Value Perception
• Benchmark against competitors and perceived
value derived from primary/secondary research

 3-4 points reasoning out the suggested price

 Explain the price advantage/ logic for premium
 Connect the price to TG and overall marketing
Final price decision
• Finalise pricing method; competitor based or objective of the project
value based depending on the target segment for
the product

Target Market/ Promotion

Industry Outlook Big Idea Pricing Channel Strategy Financials 6
Persona Strategy
 Competition/
Slide Title Company Logo

Channel 1 Channel 2 Channel 3 Channel 4

Description Description Description Description

Objective
1-2 Points 1-2 Points 1-2 Points 1-2 Points
Incentives to Channel
1-2 Points 1-2 Points 1-2 Points 1-2 Points

Major Costs

1-2 Points 1-2 Points 1-2 Points 1-2 Points

Strategy
1-2 Points 1-2 Points 1-2 Points 1-2 Points

Product Line

1-2 Points 1-2 Points 1-2 Points 1-2 Points

Target Customer
1-2 Points 1-2 Points 1-2 Points 1-2 Points

Target Market/ Promotion

Industry Outlook Big Idea Pricing Channel Strategy Financials 7
Persona Strategy
 Competition/
Slide Title Company Logo

Particulars Year 1 Year 2 Year 3 Year 4 Year 5

Sales
revenue
Cost 1
Cost 2 Graph showing the revenue/profit projection for 5
EBIT years
Less Interest
Cost
PBT
Less Tax
Net Profit
(PAT)

 3-4 points reasoning out the financials

 Assumptions and Estimates taken (with logic) Bar Graph showing the ROI and BEP

Target Market/ Promotion

Industry Outlook Big Idea Pricing Channel Strategy Financials 8
Persona Strategy
 Competition/
Company Logo

THANK YOU