Professional Documents
Culture Documents
On Amir, PhD
Marketing Framework
Market Opportunity Analysis
Consumer Analysis
Competitor Analysis
Company Analysis
3C
Customer Selection and Positioning Objectives
Segmentation,Targeting and Positioning
Branding
Developing/Evaluating
Marketing Program
4P
Product
(Create Value)
Distribution
(Deliver Value)
Promotion
(Communicate Value)
Customer Management
and Satisfaction
On Amir, PhD
Price
(Capture Value)
Marketing Plan
Where do we want to go?
Competition
Who (who else might satisfy the same needs)?
Relative advantages and disadvantages in meeting needs?
Company
What are your core competencies?
How can you better meet needs (create more value or same
value at lower price)?
On Amir, PhD
Value Proposition
Capabilities
Customers
Competition
Strength in X
Need 1
Strength in X
Skill in Y
Need 2
Skill in W
Experience in Z
Need 3
Need 4
Capability n
Capability n
Need n
On Amir, PhD
VP Exercise
Capabilities
On Amir, PhD
Customers
Characteristics | needs
Competition
On Amir, PhD
Segmentation applied
Personas as segment representatives
Example:
Drivers
Influence on
the purchase
decision
Decision
making
style
Influence on
budget
Other
brands
used
Lab Tech
Competence
Low
Rational
Low
Billabong
PI
Fame
High
Rational/
Emotional
Med
BMW
Researcher
Academic
acclaim
Med
Rational/
Emotional
Low
Apple
Lab Manager
Competence
High
Rational
Med
Samsung
CEO
Personal
growth
Low
Rational
High
Rolex
DNA Analyst
Competence
Med
Rational/
Emotional
none
Razor
On Amir, PhD
Differentiation
Brand
How do we represent meaningful differences in the
mind of the customer?
On Amir, PhD
Segmentation
Seg. 1
Attribute 1
Seg. 4
Seg. 2
Seg. 3
Attribute 2
On Amir, PhD
11
Differentiation
Prod.3
Prod.1
Prod.4
Attribute 1
Prod.2
Attribute 2
On Amir, PhD
12
Seg. 1
Prod.3 Seg. 4
Prod.1
Prod.4
Attribute 1
Seg. 2
Prod.2
Seg. 3
Attribute 2
On Amir, PhD
13
In Practice
What Not to Do
On Amir, PhD
14
[Product/brand] is ___________________________________
[single most important claim]
because ___________________________________.
[single mot important support]
Example: AVIS
For business people who rent cars, Avis is the company who will give you
the best service among all car rental companies because the employees
own the company.
POSITIONING = SEGMENTATION + DIFFERENTIATION
On Amir, PhD
15
Quick Recap
One of the three main elements of the course was:
Creating a value proposition (3C Analysis)
A. Customer Analysis the link between consumer needs and firms products.
Why do needs vary? Why do they buy different things?
i. Understand how and if customers become buyers (awareness-->purchase framework)
16
[Product/brand] is ___________________________________
[single most important claim]
because ___________________________________.
[single mot important support]
Example: AVIS
For business people who rent cars, Avis is the company who will give you
the best service among all car rental companies because the employees
own the company.
On Amir, PhD
Because (Reason-Why):
1.
2.
3.
18
Recap
At the end of the day, you have learned how to:
Identify opportunities (customer analysis) that are
On Amir, PhD
[Product/brand] is ___________________________________
[single most important claim]
because ___________________________________.
[single mot important support]
On Amir, PhD
Branding
On Amir, PhD
Definition
A brand is: a name, term, sign, symbol, or
design, or a combination of them, intended
to identify the goods or services of one
seller or group of sellers and to differentiate
them from those of competitors.
On Amir, PhD
Scope of branding
The brand resides in the mind of consumers
A perceptual entity, building on facts
Branding is about creating differences
Creating mental structures (IKEA, TraderJoes)
Helping consumers organize information
(Microsoft Office, Amazon.com)
On Amir, PhD
Brand equity
Customer level equity
Firm level equity
Models:
Differentiation, relevance, esteem, knowledge
Product, organization, person, symbol
Presence, relevance, performance,
advantage, bonding
On Amir, PhD
Brand resonance
Resonance
Relationship =
What about you and me?
Response =
Judgments | Feelings
Meaning =
Performance | Imagery
Identity =
Who are you?
On Amir, PhD
Salience
Brand elements
The trademarkable devices that serve to
identify and differentiate the brand
Memorable (Nike, Tide, Crest)
Meaningful (Lean cuisine, Mastercard)
Likeability (Firebird, Hot wheels)
Transferable (Touareg)
Adaptable
Protectible (Kleenex, Scotch tape, Xerox)
On Amir, PhD
Brand associations
Concepts, feelings, and events are stored in
nodes.
Associative links (of varying strengths)
connect the nodes.
When one node is activated, this activation
spreads along associative links toward
related concepts.
On Amir, PhD
Immediate
association
Subsequent
associations
More distant
associations
?
?
?
?
?
Illumina
?
?
?
On Amir, PhD
On Amir, PhD
Associative network
Battlefield
Fun
Friends
FPS
Violence
Achievement
Buddies
Pressure
Gaming gear
COD
Self-esteem
Belong
Girlfriend
Alienware
Other friends
On Amir, PhD
Bad?
Game
Terrorists
Fear
WOW
Basketball
Association classification
Battlefield
Fun
Friends
Achievement
Self-esteem
Performance
On Amir, PhD
FPS
Buddies
Pressure
Belong
Girlfriend
Gaming gear
Cost
Alienware
Violence
Game
COD
Bad?
Terrorists
Other friends
Social
judgment
Fear
WOW
Basketball
Classification
Battlefield
Fun
Friends
Achievement
Self-esteem
Performance
On Amir, PhD
FPS
Buddies
Pressure
Belong
Girlfriend
Gaming gear
Cost
Alienware
Violence
Game
COD
Bad?
Terrorists
Other friends
Social
judgment
Fear
WOW
Basketball
Social
Cognitive
Emotional
Achievement
Friends
FPS
Fun
Performance
Buddies
Violence
Pressure
Basketball
Game
Bad
Other friends
Gear
Self-esteem
Social
judgment
COD
Belong
Terrorists
Girlfriend
WOW
Fear
Cost
Alienware
On Amir, PhD
Attachment
Self
Social
Cognitive
Emotional
Achievement
Friends
FPS
Fun
Performance
Buddies
Violence
Pressure
Basketball
Game
Bad
Other friends
Gear
Self-esteem
Social
judgment
COD
Belong
Terrorists
Girlfriend
WOW
Fear
Cost
Alienware
On Amir, PhD
Attachment by segment
Casual gamers
Self
Social
Cognitive
Emotional
Achievement
Friends
FPS
Fun
Performance
Buddies
Violence
Pressure
Basketball
Game
Self
Other friends
Gear
Regular
gamers
Bad
Social
Achievement COD
Friends
Social
judgment
Performance
Buddies
Terrorists
Basketball
Cognitive
Self-esteem
Emotional
FPS
Belong
Fun
Violence
Girlfriend
Game
Pressure
Bad
Hardcore gamers
WOW
Other friends Fear
Gear
Self-esteem
Self
Social
Cognitive
Cost
Social
COD
Belong
Achievement
Friends
FPS
judgment
Alienware
Performance
Buddies Girlfriend
Violence
Terrorists
Fun
Pressure
Bad
Social
Alienware
judgment
COD
Belong
Terrorists
Girlfriend
WOW
Fear
Cost
On Amir, PhD
Emotional
Alienware
Self-esteem
Measuring Brands
Awareness / reach
Knowledge
Attitude
Relationship
Brand strategy
A brand should be consistent with the value
proposition and enhance its execution
To brand or not to brand?
Brand extensions / Umbrella branding
On Amir, PhD
Caterpillar
On Amir, PhD
38
On Amir, PhD
39
On Amir, PhD
40
Second place
On Amir, PhD
41
42
On Amir, PhD
43
Cautions
May succeed but create cannibalization
Gap warehouse
44
A strong brand
1.
Strategic marketing
continued
On Amir, PhD
Cymbalta
What is more important to have at launch, FDA approval
for once-a-day dosing for Cymbalta (Duloxetine) or an
indication for efficacy in treating pain?
What do you learn from the market research on
physicians and patients?
What is your assessment of the competitive landscape
for antidepressants?
What would be the best positioning statement for
Cymbalta?
How would you vote at the end of the meeting in April
2000?
On Amir, PhD
On Amir, PhD
On Amir, PhD
12/13/2006
11/13/2006
10/13/2006
9/13/2006
8/13/2006
7/13/2006
2.00%
6/13/2006
6.00%
5/13/2006
4/13/2006
3/13/2006
3.00%
2/13/2006
1/13/2006
12/13/2005
11/13/2005
10/13/2005
9/13/2005
8/13/2005
7/13/2005
6/13/2005
5/13/2005
4/13/2005
3/13/2005
2/13/2005
1/13/2005
12/13/2004
11/13/2004
10/13/2004
9/13/2004
8/13/2004
7.00%
5.00%
4.00%
1.00%
0.00%
Or
On Amir, PhD
On Amir, PhD
DTC
Tagline: Because Depression Hurts
Cymbalta Treats Both the Emotional
and Physical Hurt of Depression
On Amir, PhD
On Amir, PhD
Pure de Cartier
On Amir, PhD
[Product/brand] is ___________________________________
[single most important claim]
because ___________________________________.
[single mot important support]
On Amir, PhD
Initial implications
Product design:
Technology:
Materials:
Design:
Pricing:
Price range:
Price perception:
Distribution:
Channels:
Restrictions:
Cannibalization:
On Amir, PhD
Communication:
Target audience:
State:
Goals:
Brand:
Intended associations:
Risks:
CRM:
Current loyals:
Measurement:
Product
Can we satisfy the needs?
When? And what is the cost?
Price
What should the price be? What is the best way to capture value?
What will be the price perception?
Communication
What are the goals (who is the target audience and what is their state)?
Channels? Messages?
Distribution
How do we best deliver value?
[Product/brand] is ___________________________________
[single most important claim]
because ___________________________________.
[single mot important support]
Example: AVIS
For business people who rent cars, Avis is the company who will give you
the best service among all car rental companies because the employees
own the company.
On Amir, PhD
Course Framework
Market Opportunity Analysis
Consumer Analysis
Competitor Analysis
Company Analysis
3C
Customer Selection and Positioning Objectives
Segmentation,Targeting and Positioning
Branding
Developing/Evaluating
Marketing Program
4P
Product
(Create Value)
Distribution
(Deliver Value)
Promotion
(Communicate Value)
Customer Management
and Satisfaction
On Amir, PhD
Price
(Capture Value)
Executive summary
Situation analysis
Market needs and trends
SWOT analysis (strengths, weaknesses, opportunities, and threats)
Competition
Critical issues and environmental factors
Marketing strategy
Good Luck!
On Amir, PhD