Very few companies have achieved success with products as well as services. Is there a difference in skillsets required? What are the attributes of a successful marketer in both cases? What do we need to do to build successful product brands?

1. 100%
Marketing

2. Product & Service
the Distinction
Service Model Product Model
• Linear Investment • Non Linear Investment
• Build IP • Own IP
• Cost-based Pricing • Value-based Pricing
• Technology Expertise • Domain Expertise
• Risk • High Risk

3. Enormity of
Marketing Impact
Organization S&M Organization S&M
Accenture 9.3% Microsoft 22%
Infosys 5.2% Oracle 20%
Wipro 5.8% Cisco 23%
FY 2010

4. The
Scope
IDEA MARKET PRODUCT
GENERATION VALIDATION DEFINITION
BRAND PRODUCT PRODUCT
DEVELOPMENT LAUNCH DEVELOPMENT
MARKET PRODUCT CRM
DEVELOPMENT EXECUTION

5. Pillar 1:
Nurture the Concept
Ideate
Validate

6. Pillar 2:
Take a Test Drive
Pilot
Perfect

7. Pillar 3:
Build an Identity
Buzz
Brand

8. Pillar 4:
Drive It
Engage
Generate

9. Pillar 5:
Create a Fan Following
Loyal
Model
Leverage

10. In Summary
Marcom or Marketing
Support or Lead
Art or Science

11. Your
Questions