Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Strategy Implementation

on

  • 1,006 views

 

Statistics

Views

Total Views
1,006
Slideshare-icon Views on SlideShare
1,005
Embed Views
1

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 1

http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • [Start with only bullet-point] It is fundamental to remember that a good brand extends the “product” from functionality into meaning. This is done by consistently delivering and communicating a distinct and appealing customer experience. [Add dash-points as they are mentioned] A good, branded customer experience needs to: 1) Be based on a good core product, 2) Have its wrap-arounds or add-ons to be delivered in a distinctive way, and 3) Have marketing communications frame the customer experience. A good core product alone is not enough, distinctive wrap-arounds alone are not enough, and marketing communications alone are not enough. All of these things need to be delivered with consistency and integrity to shape the customer experience into a brand. [Add example at bottom of page, except for arrow and “Hip Prestige”] Virgin Atlantic Upper Class is a brand. It provides safe, usually on-time transportation from A to B (where either A or B is London). With Virgin, you get the “wrap-arounds” of many entertainment options — particularly modern music. With Upper Class, you get the “wrap-arounds” of more comfortable chairs, shorter check-in lines, lounges, and special luggage tags. Most of these wrap-arounds are delivered in a distinctive way such as bright colors and contemporary furniture in their lounges. With Virgin Atlantic Upper Class, the product is framed by marketing communications such as provocative, racy advertising (from Virgin tie-ins with Austin Powers movie “The Spy Who Shagged Me”) and direct mail that emphasizes exclusivity (from Upper Class). [Add arrow on bottom and “Hip Prestige”] The same Brand Intent behind these marketing communications also guides how managers put together the core-product and “wrap-arounds” and guides how customers experience the Virgin Atlantic Upper Class brand as Hip Prestige.
  • [Start with only bullet-point] It is fundamental to remember that a good brand extends the “product” from functionality into meaning. This is done by consistently delivering and communicating a distinct and appealing customer experience. [Add dash-points as they are mentioned] A good, branded customer experience needs to: 1) Be based on a good core product, 2) Have its wrap-arounds or add-ons to be delivered in a distinctive way, and 3) Have marketing communications frame the customer experience. A good core product alone is not enough, distinctive wrap-arounds alone are not enough, and marketing communications alone are not enough. All of these things need to be delivered with consistency and integrity to shape the customer experience into a brand. [Add example at bottom of page, except for arrow and “Hip Prestige”] Virgin Atlantic Upper Class is a brand. It provides safe, usually on-time transportation from A to B (where either A or B is London). With Virgin, you get the “wrap-arounds” of many entertainment options — particularly modern music. With Upper Class, you get the “wrap-arounds” of more comfortable chairs, shorter check-in lines, lounges, and special luggage tags. Most of these wrap-arounds are delivered in a distinctive way such as bright colors and contemporary furniture in their lounges. With Virgin Atlantic Upper Class, the product is framed by marketing communications such as provocative, racy advertising (from Virgin tie-ins with Austin Powers movie “The Spy Who Shagged Me”) and direct mail that emphasizes exclusivity (from Upper Class). [Add arrow on bottom and “Hip Prestige”] The same Brand Intent behind these marketing communications also guides how managers put together the core-product and “wrap-arounds” and guides how customers experience the Virgin Atlantic Upper Class brand as Hip Prestige.

Strategy Implementation Strategy Implementation Presentation Transcript

  • MAR 4933-002 E-Commerce Marketing Fall 2002— Tampa Strategy Implementation Rich Gonzalez November 13, 2002 (Week 12 Wednesday)
  • URLs (We’ll probably Visit Today)
    • wsj.com
    • www.monster.com
    • WSTS?
    • Web Design Sites
  • URLs (Extra)
    • www.graphicmode.com
    • www.fcedge.com
  • Agenda November 13, 2002
    • Ebay Analysis Paper
    • Brand (Finish)
    • Digital Based Innovation—Brand
    • Strategy Implementation—Chapter 8
    • Due For November 18
    • Extra Credit Paper
  • Final Exam
    • December 11, Wednesday
    • 3:30 PM
    • BSN 2201
  • Blown To Bits: Extra Credit
    • Subjects: (use bolded headings) 1. Information Asymmetries 2. Deconstruction 3. Disintermediation 4. Richness vs. Reach 5. Competing on Richness
    • Analysis Paper: 2-3 Pages, single spaced, relate to discussions in class.
    • 25 points---Due December 2
  • Analysis Paper # 4
    • Name 3 ways that eBay changes commerce--And discuss.
    • Bolded Headings, please
    • 1.5 pages, single spaced, cover sheet
    • Due November 13, 2002
  • eBay and Change--AP # 4
    • From local to global market
    • Identifies true market value of owned good
    • How buyers look for unique products
    • How payments are made in P2P
    • Marketplace provider has no large overhead: inventory, liability
    In Class Exercise
  • eBay and Change--AP # 4
    • Created a virtual marketplace—online 24/7/365, fast, hi-volume, like stock market, volatile
    • More sellers going entrepreneurial
    • Buyers can find anything at any price
    • Research tool for price comparison
    In Class Exercise
  • eBay and Change--AP # 4
    • Diffused auction pricing model
    • Customer regulation can work
    • Country specific –UK, Germany, Spain
    • Changing society’s perception of value of owned goods
    • Changes power balance-small entr. Vs. large businesses
    In Class Exercise
  • For Today: November 13
    • Chapter 8—Strategy Implementation
  • For November 18
    • Chapter 8—Strategy Implementation
    • Visit www.marketwatch.com and relate to delivery systems: Assets, People, Systems
    • Also, Disruptive Technologies
  • Last Time
    • Marketing Communications
  • Seth Godin
    • The Internet is the greatest direct marketing medium ever invented. It is not “TV.”
    • 1-Stamps are free
    • 2. Speed of testing is 100 times faster
    • 3. Response rates are 15 times higher
    • 4. Frequency is free—you can talk to customers again and again.
    • 5. Printing is free
  • Traditional Mass Marketing
    • Television ads
      • A growing number of online companies believe that, although expensive, TV advertising will quickly transmit a marketing message to a large-scale audience.
    In many cases, offline media is necessary to bring new customers onto the Internet or to make Internet users aware of the brand.
    • Radio ads
    • Print ads
    • Billboards
    • Superior customer service
    Other forms of traditional mass media that, like television ads, supplement the online activities of e-commerce firms. Traditional Mass Marketing
  • Direct Communications
    • Sales force
      • Traditional sales reps are finding increased efficiency and customer satisfaction when they are incorporated into the company’s Web environment.
    • Retail sales
      • The presence of offline retail products can help build an online brand image.
    • Customer-service representatives
      • Users still desire human interaction, and customer service reps can provide the personable touch that users want.
    • Direct marketing
      • Firms can customize traditional mailings with new information gained online.
    • Telemarketing
      • Using mass phone calls, a firm tries to entice customers to purchase the goods or services.
    The modes of communication prevalent before the Web existed can still be important components of market communication today. Direct Communications
  • Brand
  • A name, term, sign, symbol, design , or some combination that identifies and informs about the products of a firm. Brand Information pill.
  • The stage at which the consumer knows of a brand , but does not prefer it to competing brands. Brand Recognition
  • The consumer can, without prompting , retrieve the brand name from memory. Brand Recall Lots $ is spent on advertising to make this happen?
  • The stage of brand acceptance at which the consumer selects one brand over competing offerings based on previous experience with it. Brand Preference AOL vs. MSN
  • The stage of brand acceptance at which the consumer refuses to accept alternatives and searchers extensively for the desired good or service. Brand Insistence Brand loyalty
  • The added value that a certain brand name gives to a product. Generated by performance, social image, value, trustworthiness of the brand. Brand Equity What job website do you always consider when publishing a resume online?
  • A combination of consumer response s and benefits A set of assets linked to brand name and symbol that add to the value of the product or service. Brand Equity David Aaker
  • Elements of Brand Equity
    • Brand Awareness
    • Brand Loyalty
    • Quality
    • Brand Affiliations
  • Class Exercise
    • Index Card:
    • Name, Date
  • Class Exercise
    • OK. Think.
    • Name the first brand of handheld computer you think of.
    • Name one brand (OUTSIDE OF COMPUTER/SOFTWARE) that Palm could affiliate with to increase Palm brand equity.
  • Class Exercise
    • x
  • Palm—Brand Affiliation
    • Lexus
    • Sales Teams Equipped With Palms (3,000)
    • “ Lexus Vehicle Software”
    • Customer Drives—Salesperson Infos
  • Palm—Brand Affiliation
    • Information: Interior/Exterior Options Photos Pricing
    • "We think Palm technology is very innovative and that it will add to the Lexus dealership and purchase experience.“ Lexus VP Marketing
    • Also, Customers Can Download PDA Files
    • www. lexus .com/showroom/model/ pda /index.html
  • What Is a Good Brand?
    • Brand
    • Prestige
    • “ Wraparounds”
    • Market Communications
    • Core Product / Service
    • Mix of offline and online advertising
    • Emphasizes advantages to AAdvantage membership, including non-expiring miles and online services
    • Superior service
    • AAdvantage frequent-flier club
    • Award-winning Admirals Club lounges
    • Comfortable chairs
    • Portable defibrillators on every flight
    • Safe, on-time transportation from Point A to Point B
  • What Is a Good Brand?
    • Brand
    • Prestige
    • “ Wraparounds”
    • Market Communications
    • Core Product / Service
    • Word of Mouth
    • Viral marketing
    • Online vendors advertise
    • Search function
    • Community
    • Payment facilitationt
    • Top brand affiliations
    • Matching buyers and sellers offering a method of exchange—online.
    In Class Exercise
  • Conceptual Model of Brand Equity
    • A good brand...
    • Customer Benefits
    • Confidence
    • Loyalty
    • Satisfaction
    • Firm Benefits
    • Lower marketing costs
    • Increased margins
    • Opportunity for brand extensions
    • Brand Awareness
    • Depth
    • Breadth
    • Brand Associations
    • Strength
      • Relevant
      • Consistent
    • Valence
    • Uniqueness
      • Memorable
      • Distinctive
    • “ Wraparounds”
    • Core Product / Service
    • Market Communication
    • … provides positive consumer responses ...
    • … and benefits both target customers and the firm
    • Source: Keller (1996), Aaken (1996), Strategic Market Research Group, Marketspace Analysis
    • Rayport & Jaworski framework
  • Types of Brands Traditional Brands Online Brands
    • The product / service with which the brand is associated was established in the online world.
      • Examples:
      • Amazon
      • Yahoo
      • ZDNet
      • AOL
      • Priceline
      • CDNow
      • WingspanBank
      • E*Trade
    • The product / service with which the brand is associated was established offline in the bricks-and-mortar world.
      • Examples:
      • The Gap
      • UPS
      • Dell
      • J. Crew
      • McDonald’s
      • OfficeMax
      • Ragu
      • Coca-Cola
      • Disney
    • Brands were categorized as purely offline or online. Here are samples of such brands.
  • Similarities and Differences in Offline vs. Online Branding ------------------------- ------------------------- ------------------------- ------------------------- ------------------------- -------------------------
  • Offline vs. Online Branding (cont’d)
  • Monster.com
    • Site Visit
    • Meta Market Switchboard
    • Brings together many buyers and sellers based upon the activities that customers engage in to achieve particular goals
  • Monster.com
    • Positioning: Lifelong Career Network
    • Market Share?
    • >50% Of Online-Recruitment Advertising
    • Risky Ads In Super Bowl
  • Key Branding Elements Online Branding Best-in-Class Comparison Monster.com Hotjobs.com
  • End Here