Mastering Marketing: Transforming Concepts to Images

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Guide on How to Transform Marketing Concepts Into Images. Part of the Marketing Management Class requirements of Prof. Bong De Ungria at the Ateneo Graduate School of Business

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  • Hi Sir Bong! This link was shared to me by our Entrep Prof, Sir Saguinsin. Thank you for your inputs on my slides. This will help us improve our future presentations.
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  • The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
  • The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of primary and support activities performed to design, produce, market, deliver, and support its product.
  • The CUSTOMER is now on top of the organizational hierarchy
  • Customer Perceived Value (CPV) = Difference between all benefits and costs of an offering and the perceived alternatives
  • Loyalty (dog) = deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviorQuality (check) = totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
  • Magnet = marketing is the art of ATTRACTING and KEEPING profitable customersProfitable Customer (thumbs up) = revenue from person/household/company > company’s cost of attracting, selling and servicingSatisfaction (smiley face) = Customer Lifetime Value
  • The CUSTOMER is now on top of the organizational hierarchy
  • Customer Perceived Value (CPV) = Difference between all benefits and costs of an offering and the perceived alternatives
  • Loyalty (dog) = deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviorQuality (check) = totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
  • Magnet = marketing is the art of ATTRACTING and KEEPING profitable customersProfitable Customer (thumbs up) = revenue from person/household/company > company’s cost of attracting, selling and servicingSatisfaction (smiley face) = Customer Lifetime Value
  • Mastering Marketing: Transforming Concepts to Images

    1. 1. BETTER VISUAL MODELS(Transforming Marketing Concepts to Memorable Images) VCoach Bong De Ungria May 2, 2012 www. coachbong.blogspot.com
    2. 2. Outline: Tips to Improve Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Don’t Clutter6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    3. 3. Headlines (top red line)narrate the story, not just the title Improvement #1 www. coachbong.blogspot.com
    4. 4. Next 5 slides are Mara Nilo’s original slides where the headlines are mere titles… Needs Improvement 1 www. coachbong.blogspot.com
    5. 5. 12. 3 V’s Approach to MarketingVVV www. coachbong.blogspot.com
    6. 6. 13. 3 V’s: Value SegmentVVV www. coachbong.blogspot.com
    7. 7. 14. 3 V’s: Value PropositionVVV www. coachbong.blogspot.com
    8. 8. 15. 3 V’s: Value NetworkVVV www. coachbong.blogspot.com
    9. 9. 16. Value ChainVVV www. coachbong.blogspot.com
    10. 10. Next 5 slides are improvedversions of the headline…(also added text subtitle to image) Application of Improvement 1 www. coachbong.blogspot.com
    11. 11. 12. 3 V’s Approach to MarketingVVV www. coachbong.blogspot.com
    12. 12. 13. 1st V: Value Segment:Who do you Offer?VVV 1.Segment www. coachbong.blogspot.com
    13. 13. 14. 2nd V: Value Proposition:What do you Offer?VVV 1.Segment 2. Proposition www. coachbong.blogspot.com
    14. 14. 15. 3rd V: Value Network:How do you Deliver the Promise?VVV 1.Segment 2. Proposition 3.Network www. coachbong.blogspot.com
    15. 15. 16. Value Chain is As Strong as the Weakest Link 2. Proposition1.Segment VALUE CHAIN 3.Network IMPORTANT: Compare this with the original slide: Notice the chain’s position does not overshadow other images www. coachbong.blogspot.com
    16. 16. Outline: Tips to Improve Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Don’t Clutter6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    17. 17. Label your images with text(Allow the stand-alone slide to tell the story) Improvement #2 www. coachbong.blogspot.com
    18. 18. Build the Story with EachSlide (Don’t put everything all at once) Improvement #3 www. coachbong.blogspot.com
    19. 19. Next 4 slides are the original submission ofKathleen Lizette Crisostomo Very Creative But Cant Understand Just by Viewing Slides www. coachbong.blogspot.com
    20. 20. www. coachbong.blogspot.com
    21. 21. www. coachbong.blogspot.com
    22. 22. www. coachbong.blogspot.com
    23. 23. www. coachbong.blogspot.com
    24. 24. Next 4 slides are the improved slides Very Creative Visual With Narrative Text www. coachbong.blogspot.com
    25. 25. Here is John, 12 yrs old, acustomer… Customer www. coachbong.blogspot.com
    26. 26. Like most customers, John weighs benefit vs. costBenefit Customer Cost www. coachbong.blogspot.com
    27. 27. John decides benefits balance cost, he decides to buy a dog…PurchaseDecisionBenefit Customer Cost www. coachbong.blogspot.com
    28. 28. Loyalty Customer Satisfaction Satisfaction after thePurchaseDecision purchase= Customer LoyaltyBenefit Customer Cost www. coachbong.blogspot.com
    29. 29. Outline: Tips to Improve Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Don’t Clutter6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    30. 30. Have an integrating orsummary slide that links most concepts together & is “drawable” on the board Improvement #4 www. coachbong.blogspot.com
    31. 31. This summarizes, but hard to draw, difficult to rememberCan improve this: Choose related images to tell a story by Donna Sia www.coachbong.blogspot.com
    32. 32. Simpler summary but lacks textlabels & not enough concepts By Kristoffer Jongco www. coachbong.blogspot.com
    33. 33. Outline: Tips to Improve Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Avoid Clutter6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    34. 34. Don’t clutter the summaryslide with too many images(1 image can represent several concepts) Improvement #5 www. coachbong.blogspot.com
    35. 35. Too cluttered with non-drawableimages & less important concepts www. coachbong.blogspot.com
    36. 36. Improved version: focused on keyconcepts & images www. coachbong.blogspot.com
    37. 37. Outline: Tips to Improve Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Don’t Clutter6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    38. 38. Choose the more universal,simpler image, then label it Improvement #6 www. coachbong.blogspot.com
    39. 39. Simple image + text is better !Choose this over this…Winning vs competition www. coachbong.blogspot.com
    40. 40. Outline: Tips to Improve Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Don’t Clutter6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    41. 41. One more thing- Go the extra mile… customizeChange www.yourwebsite.com to1. Your individual or group’s url (or)2. Hypermarketing2.com (or)3. Coachbong.blogspot.com www. coachbong.blogspot.com
    42. 42. Outline: 7 Tips to Mastering Marketing using Visual Models1. Narrate with headlines2. Label images with text3. Build story slide by slide4. Summarize key images5. Don’t Clutter with trivia6. Choose simplest, universal7. Customize the website! www. coachbong.blogspot.com
    43. 43. BETTER VISUAL MODELS(Transforming Marketing Concepts to Memorable Images) VCoach Bong De Ungria May 2, 2012 www. coachbong.blogspot.com

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