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- 1. INTRODUCTION TO STRATEGY: SESSION 1 of 6 Paul Dawson M1 : INSEEC MASTERS BORDEAUX OCTOBER 2011
- 2. PAUL DAWSON • Cambridge University : BA, MA • University of California – Berkeley : MA • Stanford Business School : MBA • Engagement Manager : McKinsey and Company, (Los Angeles) • CEO: Camus International (London, Hong Kong, Tokyo) • Strategy Adviser: (Europe, Asia, Middle East, South America) Email : pdawson@groupeinseec.com Tel: o6 45 54 09 66
- 3. LEARNING GOALS • UNDERSTAND BUSINESS STRATEGY • STUDY INTERNATIONAL BUSINESS CASES • LEARN PRACTICAL BUSINESS SKILLS
- 5. DOORS CLOSE ON TIME…. Don’t be LATE!
- 6. MORE PRACTICAL SKILLS… • THINKING ON YOUR FEET • THE COLD CALL • THE ELEVATOR PRESENTATION
- 8. CLASS DYNAMICS • IT’S A BUSINESS MEETING • PARTICIPATE, CONTRIBUTE and LEARN • PRESENT YOURSELF WELL!
- 9. GRADE STRUCTURE • EXAM = 10 POINTS • GROUP PRESENTATION = 5 POINTS • CLASS PARTICPATION = 5 POINTS • PROFESSOR DISCRETION = 3 POINTS • MISSED CLASS = - 2 POINTS • LATE = -1 POINT
- 10. MEETING ETIQUETTE • “I don’t know”………….. not acceptable • Franglais ………………. acceptable • Think on your feet • THIS IS A BUSINESS MEETING
- 12. BUSINESS MEETING RULES • CLOSE YOUR LAPTOP • TURN OFF YOUR PHONE • LISTEN AND EXPRESS YOURSELF • DON’T WAIT TO BE ASKED!
- 13. GETTING READY FOR BUSINESS • THINK ON YOUR FEET • HAVE AN OPINION • DON’T WAIT TO BE ASKED ……SO LET’S PRACTISE: FIND YOUR VOICE!
- 14. ‘MARKETER’S TOOLKIT’ ‘Ten Strategies You Need to Succeed’ Harvard Business School Press 2006 Amazon.com $17.00
- 15. TODAY’S SESSION:TRADITIONAL MARKETING “OLDIES BUT GOODIES” tried and tested marketing tools you must understand CASE STUDY and PRACTICE developing a marketing strategy for a new product
- 16. WARM UP EXERCISE VIDEO
- 17. WARM UP VIDEO
- 18. GROUP WARM UP EXERCISE - DIVIDE INTO GROUPS OF FIVE - ELECT A SPOKES-PERSON - YOU ARE USA TALENT AGENCY MARKETERS - HOLD A BRAINSTORM SESSION (10 MINUTES) WHAT FRENCH PRODUCTS OR SERVICES COULD SUSAN BOYLE ENDORSE?
- 19. WHAT IS “STRATEGY”? GOOGLE SEARCH : HOW MANY HITS?
- 20. WHAT IS “STRATEGY”? GOOGLE SEARCH : HOW MANY HITS? 2,020,000,000
- 21. WHAT IS “GOD”? GOOGLE SEARCH : HOW MANY HITS?
- 22. WHAT IS “GOD”? GOOGLE SEARCH : HOW MANY HITS? 1,510,000,000
- 23. WHAT IS “SEX”? GOOGLE SEARCH : HOW MANY HITS?
- 24. WHAT IS “SEX”? GOOGLE SEARCH : HOW MANY HITS? 3,920,000,000
- 25. STRATEGY: more mysterious than GOD; less mysterious than SEX • “GOD” - 1.5 BILLION HITS • “STRATEGY” - 2.02 BILLION HITS • “SEX” - 3.9 BILLION HITS Google USA
- 26. WARM UP EXERCISE: THE MIND OF A STRATEGIST • WHAT ARE THE THINGS THAT A STRATEGIST HAS TO THINK ABOUT IN A BIG MULTINATIONAL COMPANY ?
- 27. STRATEGISTS think about ALL ASPECTS of change…… • PRODUCT • METEOROLGY • CUSTOMER • CLIMATE CHANGE • COMPETITION • GEOGRAPHY • DISTRIBUTION • ECOLOGY • SALES • SOCIOLOGY • MARKETING • DEMOGRAPHICS • FINANCE • ECONOMICS • COSTS • POLITICS • MARGINS • LEGAL • HUMAN RESOURCES • REGULATORY • RAW MATERIALS • TRENDS • PRODUCTION • VALUES • LOGISTICS GOAL: MAXIMIZE PROFITS AND BRAND EQUITY (and…….?)
- 28. STRATEGY IS….. “ A long term set of actions designed to achieve a particular goal”. Source: American Business Intelligence
- 30. PETER DOYLE: 5 MARKETING TASKS 1. IDENTIFY TARGET CUSTOMERS/MARKETS 2. RESEARCH CUSTOMER NEEDS 3. DEVELOP UNIQUE PRODUCT 4. DETERMINE MARKETING MIX 5. MONITOR, MEASURE AND ADJUST Source: “Marketing Management and Strategy”
- 31. DOYLE AND DAWSON: 7 MARKETING TASKS 1. BRAINSTORM NEW PRODUCT CONCEPT 2. UNDERSTAND COMPETITIVE ENVIRONMENT 3. IDENTIFY TARGET CUSTOMERS/MARKETS 4. RESEARCH CUSTOMER NEEDS 5. DEVELOP UNIQUE PRODUCT 6. DETERMINE MARKETING MIX 7. MONITOR, MEASURE AND ADJUST Paul Dawson /Peter Doyle
- 33. MICHAEL PORTER’S 5 FORCES • THREAT OF NEW ENTRANTS • THREAT OF SUBSTITUTES • BARGAINING POWER OF BUYERS • BARGAINING POWER OF SUPPLIERS • INTENSITY OF COMPETITIVE RIVALRY
- 34. 5 FORCES IN ACTION • YOU ARE STRATEGIC MANAGERS AT RUINART CHAMPAGNE • YOU ARE CONSIDERING OPENING A FACILITY IN CALIFORNIA….. • WHAT WOULD PORTER SAY?
- 35. SWOT ANALYSIS
- 36. SWOT ANALYSIS IN ACTION... • YOU ARE STRATEGIC MANAGERS AT A GREY GOOSE VODKA • YOU ARE CONSIDERING LAUNCHING A RUM PRODUCT • WHAT WILL YOUR SWOT LOOK LIKE?
- 37. SWOT ANALYSIS IN ACTION... • YOU ARE STRATEGIC MANAGERS AT RENAULT’s INTERNATIONAL CAR DIVISION • YOU ARE CONSIDERING BUILDING A NEW FACTORY IN INDIA….. • WHAT WILL OUR SWOT LOOK LIKE?
- 38. THE 4 P’s
- 39. MARKETING MIX: 4 P’s • HOW should I describe my product? • HOW MUCH am I going to sell it for ? • WHERE am I going to sell my product? • HOW am I going to tell people about my product?
- 40. 4 P’S IN ACTION YOU ARE MANUFACTURERS OF “HEALTHY” FRUIT-BASED SWEETS FOR CHILDREN….
- 41. What’s a USP?
- 42. USP = UNIQUE SELLING PROPOSITION • WHAT MAKES MY PRODUCT UNIQUE? • WHY IS MY PRODUCT DIFFERENT FROM THE COMPETITION? • HOW IS MY PRODUCT / BRAND DIFFERENTIATED ?
- 43. BRAND MANAGEMENT STRATEGY • Analyze your market • Know your brand • Understand your customer • Organize, prioritize and allocate resources Nothing revolutionary: classic brand management
- 44. FRQUENTLY OVER- USED MARKETING TOOLS • Porter 5 forces • SWOT Analysis • 4 P’s • USE THEM TO DEVELOP YOUR “SO WHAT” See next page
- 46. AFRICA: WORLD’S 3RD FASTEST GROWING REGION
- 47. WORKING POPULATION CHANGES OVER TIME
- 48. GIVE ME THE “SO WHAT”
- 49. THE “SO WHAT” TELL ME WHAT IT SAYS…. THEN TELL ME WHAT IT MEANS !
- 50. SUMMARY • STRATEGY TOOLS ARE GOOD…. • BUT • DON’T JUST REPEAT THE FRAMEWORK • YOUR BOSS WANTS YOUR “SO WHAT”
- 51. 7 BASIC MARKETING TASKS 1. BRAINSTORM NEW PRODUCT CONCEPT 2. UNDERSTAND COMPETITIVE ENVIRONMENT 3. IDENTIFY TARGET CUSTOMERS/MARKETS 4. RESEARCH CUSTOMER NEEDS 5. DEVELOP UNIQUE PRODUCT 6. DETERMINE MARKETING MIX 7. MONITOR, MEASURE AND ADJUST Paul Dawson /Peter Doyle
- 52. KNOW YOUR CUSTOMER • DEMOGRAPHICS: WHO/ WHERE? • AGE • GENDER • INCOME • LIKES/DISLIKES
- 53. SOCIO ECONOMIC CLASSIFICATIONS A Upper Middle Class B Lower Middle Class C Working Class D Lower Class
- 54. SOCIO-ECONONOMIC STRUCTURE - USA
- 55. LIMITATIONS OF CLASSIFICATION • MOBILITY • BLURRED BOUNDARIES • DUAL INCOMES • INTERNATIONAL COMPARISONS
- 56. CUSTOMER SEGMENTATION • GEOGRAPHIC • DEMOGRAPHIC age gender family size marital status sexual orientation income occupation education socio-economic status • PSYCHOGRAPHIC personality lifestyle hobbies values attitudes • BEHAVIORAL perceived benefits end use
- 57. GENERATIONS • BABY BOOMERS 1946 - 1965 • GENERATION “X” 1960 - 1975 • GENERATION “Y” 1980 - (MILLENIALS)
- 58. GENERATIONS IN THE USA TODAY Generation Population Spending Power BOOMERS 78 MILLION $2.1 TRILLION GENERATION “X” 41 MILLION $ 125 BILLION MILLENIALS 73 MILLION $ 73 BILLION Yankelovich, US Census
- 59. THE MILLENNIAL MIND Reject “old” Marketing Technology driven Explore Make their own rules Experiment Share Social Networking
- 60. 7 BASIC MARKETING TASKS 1. BRAINSTORM NEW PRODUCT CONCEPT 2. UNDERSTAND COMPETITIVE ENVIRONMENT 3. IDENTIFY TARGET CUSTOMERS/MARKETS 4. RESEARCH CUSTOMER NEEDS 5. DEVELOP UNIQUE PRODUCT 6. DETERMINE MARKETING MIX 7. MONITOR, MEASURE AND ADJUST Paul Dawson /Peter Doyle
- 61. MARKET RESEARCH • FORMAL QUANTITATIVE SURVEY • FOCUS GROUPS • INDIVIDUAL INTERVIEWS • INFORMAL DISCUSSIONS
- 62. 7 BASIC MARKETING TASKS 1. BRAINSTORM NEW PRODUCT CONCEPT 2. UNDERSTAND COMPETITIVE ENVIRONMENT 3. IDENTIFY TARGET CUSTOMERS/MARKETS 4. RESEARCH CUSTOMER NEEDS 5. DEVELOP UNIQUE PRODUCT 6. DETERMINE MARKETING MIX 7. MONITOR, MEASURE AND ADJUST Paul Dawson /Peter Doyle
- 63. BRAND MANAGEMENT STRATEGY • Analyze your market • Know your brand • Understand your customer • Organize, prioritize and allocate resources Nothing revolutionary: classic brand management
- 66. RED BULL CASE STUDY
- 67. YOU ARE RED BULL STRATEGISTS: • YOU ARE STRATEGISTS for RED BULL ENERGY DRINKS • RED BULL NEEDS TO GROW • BUT ENERGY DRINKS MARKET SATURATED • YOUR CHALLENGE: TO KICK START A NEW GROWTH SPURT FOR RED BULL: – IDENTIFY A BRAND EXTENSION – AVOID CANNIBALIZATION – BUILD ON BRAND PLATFORM • GROW MARKET SHARE AND PROFITS
- 68. RED BULL CASE STUDY
- 70. SIMPLE BUT EFFECTIVE COMMUNICATION “RED BULL GIVES YOU WINGS”
- 73. “OWNS” EXTREME SPORTS CATEGORY
- 74. LONDON EXTREME AIR RACE
- 75. EXTREME AIR RACE : LONDON
- 76. LONDON
- 77. ISTANBUL
- 78. BUDAPEST
- 79. NEW YORK
- 80. RIO
- 81. LAGUNA SECA BIKE RACE
- 82. RED BULL EXTREME MOTOR BIKE
- 83. RED BULL ‘EXTREME JET RACING’
- 84. RED BULL EXTREME SKI JUMP
- 85. RED BULL EXTREME SKI
- 86. RED BULL EXTREME MARATHON
- 88. RED BULL EXTREME CLIFF DIVE ACAPULCO
- 89. RED BULL EXTREME DIRT BIKE
- 90. EXTREMEE CLIFF DIVE - HONG KONG
- 91. RED BULL EXTREME SURF - HAWAII
- 92. RED BULL EXTREME HELI SURF SKI
- 93. RED BULL ROCKET MAN
- 94. THE RED BULL GIRLS
- 95. MORE RED BULL GIRLS…
- 96. AVOID CROWDED ENERGY DRINK SECTOR…
- 97. CLASS EXERCISE • NEW PRODUCT CONCEPT NEEDED • CROWDED CATEGORY • HIGHLY COMPETITIVE • MARKET SATURATION REACHED • NEED TO GROW MARKET SHARE • NEED TO AVOID CANNIBALIZATION BRAINSTORM AND DEVELOP NEW PRODUCT CONCEPT GROUP WORK + CLASS PRESENTATION
- 98. REBRANDING A CLASSIC FRENCH ICON M1 MARKETING 2011
- 99. ICON
- 100. ICON
- 101. ICON
- 102. ICON
- 103. ICON
- 104. LILLET
- 105. ICONIC
- 106. TRADITIONAL
- 107. TRENDY
- 108. SEXY
- 109. COCKTAIL CULTURE
- 110. LILLET CASE STUDY • LILLET: bought by Pernod Ricard January 2008 • 2007 Sales Euros 3.8 million • 2007 Volumes 750,000 bottles per year • Located Podensac, Bordeaux • 7 employees
- 111. LILLET (Continued) • 85% wine and 15% fruit liqueur • Liqueur made from: - Spanish sweet oranges - Tahitian bitter oranges - Moroccan green oranges - Peruvian Quinina - Aged in oak barrels
- 112. LILLET (continued) • Brazilian monk invented recipe in Louis XVI era • Company founded by Lillet brothers in 1872 • Duchess Of Windsor brand champion in 1950’s (Travelled with Lillet in her luggage) • James Bond Secret Agent 007 favourite drink: Casino Royale, Quantum of Solace
- 113. LILLET: THE ‘VESPER’ MARTINI Pour over 5 ice cubes: • 3 measures Gin • 1 measure Vodka • Half measure Lillet • One large lemon zest “Shaken, not stirred” ( A movie classic)
- 114. HOMEWORK BRIEFING : REPOSITIONING LILLET YOUR BOSS WANTS TO TEST A LILLET RELAUNCH IN BORDEAUX HOW CAN YOU REPOSITION THIS BRAND FOR MILLENNIALS? DO SOME MARKET RESEARCH! HOW TO RELAUNCH THIS OLD BRAND FOR A NEW GENERATION? DIVIDE INTO GROUPS OF 4-6 PEOPLE
- 115. YOUR PRESENTATION SHOULD INCLUDE…. • MARKET RESEARCH RESULTS • NEW BRAND POSITIONING • IDEAS FOR ADVERISING AND PROMOTION • NEW PACKAGING? BE AS CREATIVE AS YOU WANT! BRING GROUP PRESENTATION ON USB KEY AND A PAPER COPY TO NEXT CLASS. BE READY TO PRESENT!
- 116. HISTORY 4 P’s SWOT PORTER (PS: I LIKE MUSIC AND VIDEO AND COLOURFUL IMAGES!)
Notas do Editor
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