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MKT 421: Marketing
Workshop 4
Famous Last WordsFamous Last Words
“Heavier than air flying machines are impossible.”
– Lord Kelvin, President Royal Society, 1885
“Everything that can be invented has been invented.”
– Charles H. Duell, Director US Patent Office, 1899
“Who the hell wants to hear actors talk?”
– Harry M Warner, Warner Brothers, 1927
“But what is it good for?”
– IBM Engineer, commenting on the microchip in 1968
“The wireless music box has no imaginable commercial value. Who would pay
for a message sent to nobody in particular?”
– Response to David Sarnoff’s funding request for development of the radio
Differentiation/PositioningDifferentiation/Positioning
What is the #1 Reason Marketers Fail?
Poor Positioning
PositioningPositioning
DifferentiationDifferentiation
Question: How do organizations build a competitive advantage?
Answer: By differentiating the marketing mix to meet customers’
needs, it creates the perception that the organization’s position in
the market is uniquely suited to their preferences and needs.
No CavitiesNo Cavities
BigBig
BenefitBenefit
WhitenessWhiteness
Family SinglesFamily Singles
Target AudienceTarget Audience
Crest
Colgate
Close-Up
Plotting Your PositionPlotting Your Position
SupermarketsSupermarkets
Where It’sWhere It’s
SoldSold
Health FoodHealth Food
StoresStores
Saccharin All NaturalSaccharin All Natural
IngredientsIngredients
Crest
Tom’s of
Maine
Colgate
Close-Up
Plotting Your PositionPlotting Your Position (cont.)(cont.)
How can an organization decideHow can an organization decide
which strategy is best?which strategy is best?
Differentiation & Positioning StrategiesDifferentiation & Positioning Strategies
1.) Product
2.) Price
3.) Place
4.) Promotion
How would you Position…?How would you Position…?
4 Levels of Brand Awareness
• Attributes
Quality is job one - FORD
• Benefits
Volvo = Safety
• Values
Refers to lifestyle values
• Personality
Harley Davidson motorcycles
A BRAND is a name, symbol, sign, or design identifyingA BRAND is a name, symbol, sign, or design identifying
the product/service of an individual producer.the product/service of an individual producer.
Characteristics of a BrandCharacteristics of a Brand
Most Influential Taglines Since 1948Most Influential Taglines Since 1948
Got Milk? 1993
Don’t Leave Home Without it. 1975
Just do it. 1988
Where’s the beef? 1984
You’re in good hands with Allstate. 1956
Think different.1998
We try harder. 1962
Tastes great, less filling. 1974
Melts in your mouth, not in your hands. 1954
Most Influential Taglines Since 1948Most Influential Taglines Since 1948
Takes a licking and keeps on ticking. 1956
When it absolutely, positively must be there
overnight. 1982
Reach out and touch someone. 1979
A diamond is forever. 1948
Finger-lickin’ good. 1952
Let your fingers do the walking. 1964
Please don’t squeeze the Charmin. 1964
Have it your way. 1973
I can’t believe I ate the whole thing. 1966
Influences that ShapeInfluences that Shape
Domestic vs. GlobalDomestic vs. Global
Marketing StrategiesMarketing Strategies
Environmental Analysis
1. Internal Environment
– Staff, office technology, wages and
finance, etc.
2. Micro-enviroment
– External customers, agents and
distributors, suppliers, and competition,
etc.
3. Macro-environment
– Political forces, economic forces, Socio-
cultural forces and Technological forces
Influences That Shape Global StrategiesInfluences That Shape Global Strategies
Political Factors
Have a huge influence on the regulation of businesses, and the
spending power of consumers and other businesses.
Economical Factors
Marketers need to consider the state of a trading economy in
the short and long-terms. Especially true with planning for
international marketing.
Socio-Cultural Factors
Social and cultural influences on a business vary from country
to country.
Technological Factors
Technology is vital for competitive advantage, and is a major
driver of globalization.
Environmental FactorsEnvironmental Factors
Political Factors
– How Stable is the political environment?
– Will government policy influence laws that regulate or
tax your business?
– What is the governments position on the economy?
– Does the government have a view on culture and
religion?
– Is the government involved in trading agreements suck
as EU, NAFTA, or others?
Influences That Shape Global StrategiesInfluences That Shape Global Strategies
Economic Factors
– Interest rates?
– The level of inflation, employment?
– Long-term prospects for the economy Gross Domestic
Product (GDP)?
Influences That Shape Global StrategiesInfluences That Shape Global Strategies
Socio-Cultural Factors
– What is the dominant religion?
– What are the attitudes to foreign products on markets?
– How much time do consumers have for leisure?
– What are the roles of men and women within the
society?
– What is the lifespan of consumers?
– What is the standard of living over previous
generations?
– Does the population have a strong/weak opinion on
green issues?
Influences That Shape Global StrategiesInfluences That Shape Global Strategies
Technological Factors
– Does technology allow for products and services to be
made more cheaply and to a better standard of quality?
– Do the technologies offer consumers and businesses
more innovative products and services such as Internet
banking, new generation mobile phones, etc?
– How is the distribution changed by new technologies?
Ie. Books via the Internet, airline tickets, auctions, etc?
Influences That Shape Global StrategiesInfluences That Shape Global Strategies
–For Profit
–Not-for-Profit
–Government
Organizational StructuresOrganizational Structures
Buyer TypesBuyer Types
–Organizational Buyers
–Consumers
– Business to business (B2B)
– Business to consumer (B2C)
– Consumer to consumer (C2C)
– Not-for Profit (N4P)
Business ModelsBusiness Models

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Intro to Marketing - Workshop 4 Differentiation & Positioning

  • 2. Famous Last WordsFamous Last Words “Heavier than air flying machines are impossible.” – Lord Kelvin, President Royal Society, 1885 “Everything that can be invented has been invented.” – Charles H. Duell, Director US Patent Office, 1899 “Who the hell wants to hear actors talk?” – Harry M Warner, Warner Brothers, 1927 “But what is it good for?” – IBM Engineer, commenting on the microchip in 1968 “The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?” – Response to David Sarnoff’s funding request for development of the radio
  • 4. What is the #1 Reason Marketers Fail? Poor Positioning PositioningPositioning
  • 5. DifferentiationDifferentiation Question: How do organizations build a competitive advantage? Answer: By differentiating the marketing mix to meet customers’ needs, it creates the perception that the organization’s position in the market is uniquely suited to their preferences and needs.
  • 6. No CavitiesNo Cavities BigBig BenefitBenefit WhitenessWhiteness Family SinglesFamily Singles Target AudienceTarget Audience Crest Colgate Close-Up Plotting Your PositionPlotting Your Position
  • 7. SupermarketsSupermarkets Where It’sWhere It’s SoldSold Health FoodHealth Food StoresStores Saccharin All NaturalSaccharin All Natural IngredientsIngredients Crest Tom’s of Maine Colgate Close-Up Plotting Your PositionPlotting Your Position (cont.)(cont.)
  • 8. How can an organization decideHow can an organization decide which strategy is best?which strategy is best? Differentiation & Positioning StrategiesDifferentiation & Positioning Strategies
  • 9. 1.) Product 2.) Price 3.) Place 4.) Promotion How would you Position…?How would you Position…?
  • 10. 4 Levels of Brand Awareness • Attributes Quality is job one - FORD • Benefits Volvo = Safety • Values Refers to lifestyle values • Personality Harley Davidson motorcycles A BRAND is a name, symbol, sign, or design identifyingA BRAND is a name, symbol, sign, or design identifying the product/service of an individual producer.the product/service of an individual producer. Characteristics of a BrandCharacteristics of a Brand
  • 11. Most Influential Taglines Since 1948Most Influential Taglines Since 1948 Got Milk? 1993 Don’t Leave Home Without it. 1975 Just do it. 1988 Where’s the beef? 1984 You’re in good hands with Allstate. 1956 Think different.1998 We try harder. 1962 Tastes great, less filling. 1974 Melts in your mouth, not in your hands. 1954
  • 12. Most Influential Taglines Since 1948Most Influential Taglines Since 1948 Takes a licking and keeps on ticking. 1956 When it absolutely, positively must be there overnight. 1982 Reach out and touch someone. 1979 A diamond is forever. 1948 Finger-lickin’ good. 1952 Let your fingers do the walking. 1964 Please don’t squeeze the Charmin. 1964 Have it your way. 1973 I can’t believe I ate the whole thing. 1966
  • 13. Influences that ShapeInfluences that Shape Domestic vs. GlobalDomestic vs. Global Marketing StrategiesMarketing Strategies
  • 14. Environmental Analysis 1. Internal Environment – Staff, office technology, wages and finance, etc. 2. Micro-enviroment – External customers, agents and distributors, suppliers, and competition, etc. 3. Macro-environment – Political forces, economic forces, Socio- cultural forces and Technological forces Influences That Shape Global StrategiesInfluences That Shape Global Strategies
  • 15. Political Factors Have a huge influence on the regulation of businesses, and the spending power of consumers and other businesses. Economical Factors Marketers need to consider the state of a trading economy in the short and long-terms. Especially true with planning for international marketing. Socio-Cultural Factors Social and cultural influences on a business vary from country to country. Technological Factors Technology is vital for competitive advantage, and is a major driver of globalization. Environmental FactorsEnvironmental Factors
  • 16. Political Factors – How Stable is the political environment? – Will government policy influence laws that regulate or tax your business? – What is the governments position on the economy? – Does the government have a view on culture and religion? – Is the government involved in trading agreements suck as EU, NAFTA, or others? Influences That Shape Global StrategiesInfluences That Shape Global Strategies
  • 17. Economic Factors – Interest rates? – The level of inflation, employment? – Long-term prospects for the economy Gross Domestic Product (GDP)? Influences That Shape Global StrategiesInfluences That Shape Global Strategies
  • 18. Socio-Cultural Factors – What is the dominant religion? – What are the attitudes to foreign products on markets? – How much time do consumers have for leisure? – What are the roles of men and women within the society? – What is the lifespan of consumers? – What is the standard of living over previous generations? – Does the population have a strong/weak opinion on green issues? Influences That Shape Global StrategiesInfluences That Shape Global Strategies
  • 19. Technological Factors – Does technology allow for products and services to be made more cheaply and to a better standard of quality? – Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile phones, etc? – How is the distribution changed by new technologies? Ie. Books via the Internet, airline tickets, auctions, etc? Influences That Shape Global StrategiesInfluences That Shape Global Strategies
  • 22. – Business to business (B2B) – Business to consumer (B2C) – Consumer to consumer (C2C) – Not-for Profit (N4P) Business ModelsBusiness Models

Editor's Notes

  1. <number>
  2. <number> Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster.The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan.
  3. <number>
  4. SEE NOTES:
  5. <number>
  6. Know Where the Product is in the Consumer’s Mind to sell strengths & minimize weaknesses.
  7. DEPENDS ON WHAT? Value of Brands Product Attributes Types of Users Price & Quality Use & Application Relationship to Competitors
  8. Why Build Brands? They are Major Equities – bottom line value Nike & Sara Lee both put their name on things but no longer produce products Perception of higher quality, more reliable, better value Help customers decide which product/service to buy. Creates promises: Tide get’s your clothes clean, Crest – no cavities Command higher prices
  9. Attributes: These are usually adjective phrases that, through promotion, get attached to a product – The Ultimate Driving Machine, BMW Benefits: A marketing guru once pointed out that people don’t buy ¾ inch drill bits, they buy ¾-inch holes. Attributes much provide functional benefits. Volvo focuses its advertising message on the cars’ crashworthiness. They are buying safety as part of the benefits package Values: People buy Rolex watches because as well as being excellent timepieces, they say something about the buyer’s self-image Personality: Brands reflect personality. They tend to choose products to match their perceptions of their own personalities
  10. Attributes: These are usually adjective phrases that, through promotion, get attached to a product – The Ultimate Driving Machine, BMW Benefits: A marketing guru once pointed out that people don’t buy ¾ inch drill bits, they buy ¾-inch holes. Attributes much provide functional benefits. Volvo focuses its advertising message on the cars’ crashworthiness. They are buying safety as part of the benefits package Values: People buy Rolex watches because as well as being excellent timepieces, they say something about the buyer’s self-image Personality: Brands reflect personality. They tend to choose products to match their perceptions of their own personalities
  11. Attributes: These are usually adjective phrases that, through promotion, get attached to a product – The Ultimate Driving Machine, BMW Benefits: A marketing guru once pointed out that people don’t buy ¾ inch drill bits, they buy ¾-inch holes. Attributes much provide functional benefits. Volvo focuses its advertising message on the cars’ crashworthiness. They are buying safety as part of the benefits package Values: People buy Rolex watches because as well as being excellent timepieces, they say something about the buyer’s self-image Personality: Brands reflect personality. They tend to choose products to match their perceptions of their own personalities
  12. More Trivia: What is the most widely understood word in the world? “okay” What is the second most widely understood word in the world? “Coca-Cola” ON A PIECE OF PAPER, CAN YOU NAME 10? Most Correct Answers Wins a Bag of Starbucks Coffee…