Slide for class number 3. Video links for class 3:
Twitter Videos
http://www.commoncraft.com/twitter
http://current.com/items/89891774/twouble_with_twitters.htm
http://current.com/items/89891774/twouble_with_twitters.htm
4am Coincidences
http://www.ted.com/index.php/talks/rives_on_4_a_m.html
Remarkable Marketing
http://www.ted.com/index.php/talks/seth_godin_on_sliced_bread.html
13. +
Top 10 Brand Recognition
Think about brands or names Coca-cola
1.
Sony
of products and services you 2.
Toyota
3.
know. Considering
Dell
4.
everything, which three brands
Ford
5.
do you consider the best?
Kraft
6.
Pepsi
7.
Microsoft
8.
Apple
9.
Honda
10.
MAR / APR 2009
15. +
The Pepsi Challenge
If people like the taste of Pepsi better, why do they
drink Coke?
If people like Dunkin’ Donuts coffee better why do
they drink Starbucks?
MAR / APR 2009
17. +
The Pepsi Challenge
fMRI Give us a clue
When people know the
brand they are drinking,
they prefer Coca Cola
Impact shown in the pre-
frontal cortex
MAR / APR 2009
21. +
The Marketing Mix
The 4 P’s
MAR / APR 2009
22. Spaceman
3000
From Pluto
Eight Arms to
Would I lie to Hold You
You?
23. NEW PRODUCTS AND WHY THEY
SUCCEED OR FAIL
• What is a New Product?
Newness Compared with Existing Products
Newness in Legal Terms (Regular Distribution?)
• Regular Distribution
Newness from the Company’s Perspective
MAR / APR 2009
Slide 10-16
24. Sony’s PlayStation 2 and Microsoft’s Xbox
How does the term “new” apply?
PS2 Xbox
MAR / APR 2009
Slide 10-17
25. FIGURE 10-BWhat it takes to launch one
commercially successful new product
MAR / APR 2009
Slide 10-22
26. +
Multi-Channel Marketing
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27. +
Multichannel Marketing
What is it?
NFL & NFLshop.com
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
35. +
Putting it all together
Web – Fantasy Football
He likes the Steelers
E-Mail – weekly game preview
Television – Steelers gear commercial
Direct mail – customized catalog
NFLShop.com – more customization
Facebook – discount for abandoned shopping cart
E-Mail – game preview with gear advertisement
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
36. +
Multichannel Marketing Multiplier
Web – Fantasy Football
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
37.
38. FIGURE 21-5 Why consumers shop and buy
online
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Slide 21-30
39. +
The Long Tail
The internet opens new markets by aggregation
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40. +
The Long Tail
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
41. FIGURE 21-1 Trend in online shoppers and
online retail sales revenue in the United
States
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Slide 21-7
42. FIGURE 21-2 Website design elements that
drive customer experience
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-15
43. Harley-Davidson
What customer experience is created
by its website?
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-16
44. FIGURE 21-3 Internet access at home
among U.S. households
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Slide 21-21
45. FIGURE 21-4 Online consumer retail sales
by product/service category: 2003 and 2007
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Slide 21-28
46. MULTICHANNEL MARKETING
TO THE ONLINE CONSUMER
• Integrating and Leveraging Multiple
Channels with Multichannel Marketing
Dual Distribution
Multichannel Retailers
Multichannel Marketing
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Slide 21-41
47. FIGURE 21-6 Implementing multichannel
marketing with promotional websites
MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
Slide 21-44
56. FIGURE 22-2 The strategic marketing
process: actions and information
MAR / APR 2009
Slide 22-13
57. FIGURE A The strategic marketing phases
and corresponding output reports
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Slide 22-14
58. THE PLANNING PHASE OF THE
STRATEGIC MARKETING PROCESS
• The Variety of Marketing Plans
Long-Range Marketing Plans
Annual Marketing Plans
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Slide 22-15
59. FIGURE 22-3 Steps a large consumer
packaged goods firm takes in developing its
annual marketing plan
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Slide 22-16
60. +
Porter’s four generic business strategies
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61. + Porter’s four generic business strategies
Cost Leadership – Differentiation – Cost Focus – Differentiation Focus
MAR / APR 2009
68. +
Yoplait Case Study
Why do you eat yogurt?
Because it tastes good: 48%.
For weight watching: 18%.
To maintain good health: 12%.
Where is yogurt in the PLC?
MAR / APR 2009
69. +
Z-Wing Marketing Plan
Discussion
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70. +
Z-Wing Marketing Discussion
Group C: Market Summary, SWOT Analysis, Competition
Group E: Product Offerings, Keys to Success, Critical
Issues
Group F: Historical Results, Macro environment, Mission,
Mktg. Objectives
Group B: Financial Objectives, Target Markets,
Positioning
Group A: Strategies, Marketing Mix (4P’s), Marketing
research
Group D: Financials (sales & break even),
Implementation, Contingency Planning
MAR / APR 2009
73. +
Create customer feedback loops
MAR / APR 2009
74. +
Customer feedback loops
How does your company solicit feedback?
Surveys
Customer service
Returns
Share of voice
Brand recognition
MAR / APR 2009
75. +
Six Sigma
DMAIC
Design – Measure – Analyze – Improve - Control
MAR / APR 2009
76. +
Concept Review
Select appropriate product development initiatives
Create product implementation plans across
organization functions
Create customer feedback loops
Develop metrics to track implementation and product
performance
MAR / APR 2009
77. +
Next Time. . .
Understanding customer value
Classic Airlines Problem Definition
in class – classic airlines benchmarking
Field trip?
MAR / APR 2009
78. +
Information Density
“I have only made this letter longer because I have not had
the time to make it shorter.”
Blaise Pascal, (1623-1662) Lettres provinciales.
MAR / APR 2009