Definition of Marketing “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Source: American Marketing Association. (2007).
Customer Analysis and Market Research
Product: Goods and Services, Brands, Warranties
Customer Analysis & Market Research
What types of customers are there?
Business to business
Business to consumer
Non profit customers
How do you buy?
Seven Step to Consumer Decision Making Process Need Recognition Search of Information Pre-purchase Evaluation of Alternatives Purchase Consumption Post-consumption Divestment Why they buy? Paco Underhill Video
Consumer: Addison ReachRelevanceRelationships Meet Addison She’s 39 years old a VP for a fashion magazine Income $70,000 She works 12 hour days Married once now single She still has problems using her blackberry but loves her IPod Serious multi-tasker, she’ll listen to internet radio at the office, while reviewing the latest P&L and talking to her co-workers on IM. On her own time she uses the internet for email, IM, watching her favorite tv programs, and to find dates. She’s on Facebook *Research derived from laddering interviews of 20 adult dark chocolate lovers across the US.
Addison’s Salient Beliefs Beliefs Attitudes Associations Her beliefs about : Hershey’s Special Dark chocolate Special Dark is milk and dark chocolate Special Dark is mildly sweet Special Dark is a good value Special Dark comes in many different lines Special Dark comes in different sizes Special Dark 45% Cacao Special Dark will remind me of childhood Special Dark is well known Special Dark has a recognized packaging Special Dark is made in Pennsylvania Special Dark has natural antioxidants Salient Beliefs about Special Dark chocolate Special Dark comes in many different lines Special Dark 45% Cacao Special Dark comes in different sizes Special Dark is well known Special Dark has a recognized packaging Attitude towards Special Dark Tastes good Has Cacao Has antioxidants Has well known name Comes in many different lines Recognized packaging Blend of milk & dark chocolate Comes in different sizes Made by Hershey’s Hershey’s Special Dark Made in the US Best way to spend a dollar Grew up eating it Available everywhere *Research derived from laddering interviews of 20 adult dark chocolate lovers across the US. Peter, J. Paul, Olson, Jerry C. (2005). “Consumer Behavior & Marketing”. McGraw-Hill Irwin. exhibit 6.2 Relationship between Salient Beliefs and an Object and Attitude toward the Object. Chpt6, p. 142
Means-End Chain Conceptualization Assessment Strategy [MECCAS] Attributes ConsequencesValues Consequences Attributes Psychosocial Functional Values Self-satisfied Taste Percent Cocoa Feeling Good HERSHEY’S SPECIAL DARK Price Happiness Ingredients Happy Feelings Stress Reduction Health Benefits Texture Nurturing Helps the Heart Nurtured *Research derived from laddering interviews of 20 adult dark chocolate lovers across the US.
ADILO Addison Reach RelevanceRelationships
Busy office, lots of stress.
It’s only 3pm, Addison is an attractive woman about 39 years old, yawns, she pours over the work she has to do while listening to internet radio.
She decides instead of a coffee break she craves something more. She gets up rushes out the door to the corner deli. Of course she can get an apple, instead she surveys the candy treats at the counter and finds her favorite, Hershey’s Special Dark.
She pays for the bar with the dollar left over from lunch that’s in her pocket. Carefully she tears open the brown wrapper to the golden foil she is most familiar with and breaks off a piece, puts it in her mouth, it slowly melts. She’s then transformed to the happy moments of her childhood.
Executional Framework Reach RelevanceRelationships Elements of Creative Strategy Elements of Strategy Reach: Internet Radio, Facebook Relevance: Ingredients and health benefits in print ads and web. Show how percent of cocoa, taste, health benefits creates happiness and satisfied feeling. Driving Forces: Self satisfied Leverage Point: Feeling Good Consumer Benefits: Taste Message Elements: Percent of cocoa Relationships: Sharing the experience on Facebook Key Message: “Happiness is only a bite away.”
Addison Strategy Reach RelevanceRelationships Objectives Measurement Role Recommendations Awareness Educate Participate PR – articles online and in consumer magazines on the healthy benefits of dark chocolate. Advertising – Print advertising and Cable television commercials will tie in the elements of ad strategy focused: % of cocoa, taste, feeling good, satisfied. Product placement on media. DM On Wrapper – Create promotional giveaway for a drawing for a special week in at a spa in Mexico. Customers submit 5 Special Dark wrappers and are submitted to contest. Helps in building database. Internet – Internet Radio ad to encourage desire. Promotion to encourage dark chocolate lovers to should the love by video promoted on YouTube. Brand Special Dark website. In Store– In store Hershey’s reps will give away Special Dark chocolates to customers in grocery stores. PR: To create awareness and educate on nutritional benefits of Special Dark. Advertising: Educate, encourage participation. Product placement will establish authority with a celebrity/character eats Special Dark. DM On Wrapper: encourage usage and loyalty. Internet: Encourage participation, awareness, education YouTube promotion viral marketing. In Store: Encourage choice and purchase Traffic to website from PR and online advertising. Special Dark Customer Appreciation signups Consumer recommendation
What are the elements need to communicate Product/Service?
Product - Printer
Service – Legal Services
Whose the buyer? Customer Profile: Business to business Professional – Chief Operating Officer Mid-large – Software manufacturer