Tech Executives Analyze Excellent Marketing: Product Positioning, Value Creation, and Crisis Response

In a speech discussing the art of marketing, an executive from a technology company shared insights on becoming an excellent Chief Marketing Officer. He emphasized that companies need the ability to transcend cycles, to have a clear understanding of their positioning and value creation, and to possess effective methodologies.

The executive pointed out that excellent products and brands are either the first or unique. In terms of product positioning, strategies can be "avoid the strong, attach to the strong, and be strong." As for value propositions, user needs are the starting point, and the uniqueness of the product is the focal point.

When it comes to marketing methods, whether it's influencing user mindset or guiding decisions, the core lies in understanding the real needs of users, with the ultimate goal being to promote sales. Companies need to clarify their objectives in marketing and choose appropriate strategies based on their own capabilities. He emphasized that marketing is a strategy that requires a global and long-term perspective, and business leaders must either be proficient in marketing or trust their marketing teams.

Regarding pricing strategy, the executive believes that price is one of the key means of competition for enterprises. Companies should set clear pricing goals and flexibly adjust their strategies based on market conditions. In terms of brand public relations, he proposed four levels of brand pricing capability: recognition, preferred choice, category, and identity.

In the face of a public relations crisis, honesty is crucial. Companies should remain calm, take proactive measures, and avoid adopting evasive or overly aggressive attitudes.

This speech is part of a growth hacker training camp event held in Singapore from September 20 to 21. The event focuses on growth methodologies, aiming to spark collective intelligence and delve deep into the essence of marketing. Several project leaders who have achieved significant growth and top investors were invited to participate and engage in exciting discussions around core themes such as personal branding, marketing strategy formulation, community culture building, and user acquisition and retention.