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Week2 325-marketing-principles 052111
 

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    Week2 325-marketing-principles 052111 Week2 325-marketing-principles 052111 Presentation Transcript

    • Marketing PRINCIPLESMKT (BA) 450 E-Marketing
      Week 2
      TerySpataro
      Email: spata425@regis.edu
      Home Phone: 303-554-4444
      Mobile: 917-554-8908
      Skype; teryspataro
      Twitter: @tery
      Facebook: facebook.com/teryspataro
      LinkedIn: Linkedin.com/ins/terys
      May 12, 2011
    • Today’s Activities
      • Week 2 Assignment Review
      • Definition of Marketing
      • Customer Analysis
      • Needs vs Wants
      • Week 3 Assignment
    • 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).
    • Learning Topics
      • Customer Analysis and Market Research
      • Buying Behavior
      • 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
    • Difference?
      • Define Needs
      • Define Wants
      • 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
    • Customer Analysis
    • 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’s Behavior
      Reach RelevanceRelationships
      REACH
      RELEVANCE
      RELATIONSHIPS
      • Time of day
      • 3pm
      • Internet Radio
      • Facebook
      • Addison will need a snack
      • If we satisfy her needs
      • Addison may spread
      • Awareness, Education,
      • Or Participate
    • 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
    • Product
      • What are the elements need to communicate Product/Service?
      • Exercise
      • 2 groups
      • Product - Printer
      • Service – Legal Services
      Whose the buyer?
      Customer Profile: Business to business
      Professional – Chief Operating Officer
      Mid-large – Software manufacturer