INTRODUCTION TO STRATEGY:      SESSION 1 of 6          Paul Dawson      M1 : INSEEC MASTERS    BORDEAUX OCTOBER 2011
PAUL DAWSON• Cambridge University : BA, MA• University of California – Berkeley : MA• Stanford Business School : MBA• Enga...
LEARNING GOALS• UNDERSTAND BUSINESS STRATEGY• STUDY INTERNATIONAL BUSINESS CASES• LEARN PRACTICAL BUSINESS SKILLS
DOORS CLOSEON TIME….Don’t beLATE!
MORE PRACTICAL SKILLS…• THINKING ON YOUR FEET• THE COLD CALL• THE ELEVATOR PRESENTATION
THE ELEVATOR PRESENTATION....
CLASS DYNAMICS• IT’S A BUSINESS MEETING• PARTICIPATE, CONTRIBUTE and LEARN• PRESENT YOURSELF WELL!
GRADE STRUCTURE• EXAM = 10 POINTS• GROUP PRESENTATION = 5 POINTS• CLASS PARTICPATION = 5 POINTS• PROFESSOR DISCRETION = 3 ...
MEETING ETIQUETTE• “I don’t know”………….. not acceptable• Franglais ………………. acceptable• Think on your feet• THIS IS A BUSINE...
BOF!(Not accepted either!)
BUSINESS MEETING RULES• CLOSE YOUR LAPTOP• TURN OFF YOUR PHONE• LISTEN AND EXPRESS YOURSELF• DON’T WAIT TO BE ASKED!
GETTING READY FOR BUSINESS• THINK ON YOUR FEET• HAVE AN OPINION• DON’T WAIT TO BE ASKED……SO LET’S PRACTISE:         FIND Y...
‘MARKETER’S TOOLKIT’‘Ten Strategies You Need to Succeed’                        Harvard                        Business Sc...
TODAY’S SESSION:TRADITIONAL            MARKETING“OLDIES BUT GOODIES” tried and tested marketing tools you must understandC...
WARM UP EXERCISE VIDEO
WARM UP VIDEO
GROUP WARM UP EXERCISE- DIVIDE INTO GROUPS OF FIVE- ELECT A SPOKES-PERSON- YOU ARE USA TALENT AGENCY MARKETERS- HOLD A BRA...
WHAT IS “STRATEGY”?GOOGLE SEARCH : HOW MANY HITS?
WHAT IS “STRATEGY”?GOOGLE SEARCH : HOW MANY HITS?      2,020,000,000
WHAT IS “GOD”?GOOGLE SEARCH : HOW MANY HITS?
WHAT IS “GOD”?GOOGLE SEARCH : HOW MANY HITS?       1,510,000,000
WHAT IS “SEX”?GOOGLE SEARCH : HOW MANY HITS?
WHAT IS “SEX”?GOOGLE SEARCH : HOW MANY HITS?    3,920,000,000
STRATEGY: more mysterious than GOD;      less mysterious than SEX• “GOD”        - 1.5 BILLION HITS• “STRATEGY”   - 2.02 BI...
WARM UP EXERCISE: THE MIND OF A          STRATEGIST• WHAT ARE THE THINGS THAT A STRATEGIST  HAS TO THINK ABOUT IN A BIG  M...
STRATEGISTSthink about ALL ASPECTS of change……•   PRODUCT                        •   METEOROLGY•   CUSTOMER               ...
STRATEGY IS…..“ A long term set of actions designed to achieve  a particular goal”.Source: American Business Intelligence
KAMAZON.FR38(NOTAVAILABLE)AMAZON. UKGBP 38MOLLARD?
PETER DOYLE: 5 MARKETING TASKS1. IDENTIFY TARGET CUSTOMERS/MARKETS2. RESEARCH CUSTOMER NEEDS3. DEVELOP UNIQUE PRODUCT4. DE...
DOYLE AND DAWSON:                 7 MARKETING TASKS1.   BRAINSTORM NEW PRODUCT CONCEPT2.   UNDERSTAND COMPETITIVE ENVIRONM...
COMPETITIVE ANALYSIS
MICHAEL PORTER’S 5 FORCES• THREAT OF NEW ENTRANTS• THREAT OF SUBSTITUTES• BARGAINING POWER OF BUYERS• BARGAINING POWER OF ...
5 FORCES IN ACTION• YOU ARE STRATEGIC MANAGERS AT RUINART  CHAMPAGNE• YOU ARE CONSIDERING OPENING A FACILITY  IN CALIFORNI...
SWOT ANALYSIS
SWOT ANALYSIS IN ACTION...• YOU ARE STRATEGIC MANAGERS AT A GREY  GOOSE VODKA• YOU ARE CONSIDERING LAUNCHING A RUM  PRODUC...
SWOT ANALYSIS IN ACTION...• YOU ARE STRATEGIC MANAGERS AT RENAULT’s  INTERNATIONAL CAR DIVISION• YOU ARE CONSIDERING BUILD...
THE 4 P’s
MARKETING MIX: 4 P’s• HOW should I describe my product?• HOW MUCH am I going to sell it for ?• WHERE am I going to sell my...
4 P’S IN ACTIONYOU ARE MANUFACTURERS OF “HEALTHY”FRUIT-BASED SWEETS FOR CHILDREN….
What’s aUSP?
USP = UNIQUE SELLING PROPOSITION• WHAT MAKES MY PRODUCT UNIQUE?• WHY IS MY PRODUCT DIFFERENT FROM THE  COMPETITION?• HOW I...
BRAND MANAGEMENT STRATEGY•   Analyze your market•   Know your brand•   Understand your customer•   Organize, prioritize an...
FRQUENTLY OVER- USED MARKETING            TOOLS• Porter 5 forces• SWOT Analysis• 4 P’s• USE THEM TO DEVELOP YOUR “SO WHAT”...
AFRICA: WORLD’S 3RD FASTEST     GROWING REGION
WORKING POPULATION CHANGES        OVER TIME
GIVE ME THE “SO WHAT”
THE “SO WHAT”       TELL ME WHAT       IT SAYS….       THEN TELL ME       WHAT IT       MEANS !
SUMMARY• STRATEGY TOOLS ARE GOOD….• BUT• DON’T JUST REPEAT THE FRAMEWORK• YOUR BOSS WANTS YOUR   “SO WHAT”
7 BASIC MARKETING TASKS1.   BRAINSTORM NEW PRODUCT CONCEPT2.   UNDERSTAND COMPETITIVE ENVIRONMENT3.   IDENTIFY TARGET CUST...
KNOW YOUR CUSTOMER• DEMOGRAPHICS: WHO/ WHERE?• AGE• GENDER• INCOME• LIKES/DISLIKES
SOCIO ECONOMIC CLASSIFICATIONSA        Upper Middle ClassB        Lower Middle ClassC        Working ClassD        Lower C...
SOCIO-ECONONOMIC STRUCTURE -            USA
LIMITATIONS OF CLASSIFICATION• MOBILITY• BLURRED BOUNDARIES• DUAL INCOMES• INTERNATIONAL COMPARISONS
CUSTOMER SEGMENTATION• GEOGRAPHIC• DEMOGRAPHIC      age                     gender               family size      marital ...
GENERATIONS• BABY BOOMERS        1946 - 1965• GENERATION “X”      1960 - 1975• GENERATION “Y”      1980 -  (MILLENIALS)
GENERATIONS IN THE USA TODAYGeneration           Population    Spending PowerBOOMERS               78 MILLION   $2.1 TRILL...
THE MILLENNIAL MIND     Reject “old” Marketing                               Technology drivenExplore                     ...
7 BASIC MARKETING TASKS1.   BRAINSTORM NEW PRODUCT CONCEPT2.   UNDERSTAND COMPETITIVE ENVIRONMENT3.   IDENTIFY TARGET CUST...
MARKET RESEARCH• FORMAL QUANTITATIVE SURVEY• FOCUS GROUPS• INDIVIDUAL INTERVIEWS• INFORMAL DISCUSSIONS
7 BASIC MARKETING TASKS1.   BRAINSTORM NEW PRODUCT CONCEPT2.   UNDERSTAND COMPETITIVE ENVIRONMENT3.   IDENTIFY TARGET CUST...
BRAND MANAGEMENT STRATEGY•   Analyze your market•   Know your brand•   Understand your customer•   Organize, prioritize an...
RED BULL CASE STUDY
YOU ARE RED BULL STRATEGISTS:• YOU ARE STRATEGISTS for RED BULL ENERGY  DRINKS• RED BULL NEEDS TO GROW• BUT ENERGY DRINKS ...
RED BULL CASE STUDY
AGGRESSIVE PROMOTIONAL ACTIVITY
SIMPLE BUT EFFECTIVE  COMMUNICATION“RED BULL GIVES YOU WINGS”
GIVES YOU WINGS….
GIVES YOU WINGS….?
“OWNS” EXTREME SPORTS CATEGORY
LONDON EXTREME AIR RACE
EXTREME AIR RACE : LONDON
LONDON
ISTANBUL
BUDAPEST
NEW YORK
RIO
LAGUNA SECA BIKE RACE
RED BULL EXTREME MOTOR BIKE
RED BULL ‘EXTREME JET RACING’
RED BULL EXTREME SKI JUMP
RED BULL EXTREME SKI
RED BULL EXTREME MARATHON
RED BULL TOBOGGAN
RED BULL EXTREME CLIFF DIVE         ACAPULCO
RED BULL EXTREME DIRT BIKE
EXTREMEE CLIFF DIVE - HONG KONG
RED BULL EXTREME SURF - HAWAII
RED BULL EXTREME HELI SURF SKI
RED BULL ROCKET MAN
THE RED BULL GIRLS
MORE RED BULL GIRLS…
AVOID CROWDED ENERGY DRINK         SECTOR…
CLASS EXERCISE•   NEW PRODUCT CONCEPT NEEDED•   CROWDED CATEGORY•   HIGHLY COMPETITIVE•   MARKET SATURATION REACHED•   NEE...
REBRANDING A CLASSIC FRENCH          ICON        M1 MARKETING            2011
ICON
ICON
ICON
ICON
ICON
LILLET
ICONIC
TRADITIONAL
TRENDY
SEXY
COCKTAIL CULTURE
LILLET CASE STUDY•   LILLET: bought by Pernod Ricard January 2008•   2007 Sales Euros 3.8 million•   2007 Volumes 750,000 ...
LILLET (Continued)• 85% wine and 15% fruit liqueur• Liqueur made from: - Spanish sweet oranges - Tahitian bitter oranges -...
LILLET (continued)• Brazilian monk invented recipe in Louis XVI era• Company founded by Lillet brothers in 1872• Duchess O...
LILLET: THE ‘VESPER’ MARTINIPour over 5 ice cubes:• 3 measures Gin• 1 measure Vodka• Half measure Lillet• One large lemon ...
HOMEWORK BRIEFING :      REPOSITIONING LILLETYOUR BOSS WANTS TO TEST A LILLETRELAUNCH IN BORDEAUXHOW CAN YOU REPOSITION TH...
YOUR PRESENTATION SHOULD              INCLUDE….•   MARKET RESEARCH RESULTS•   NEW BRAND POSITIONING•   IDEAS FOR ADVERISIN...
HISTORY  4 P’s SWOTPORTER(PS: I LIKE MUSIC AND VIDEO AND COLOURFUL IMAGES!)
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    1. 1. INTRODUCTION TO STRATEGY: SESSION 1 of 6 Paul Dawson M1 : INSEEC MASTERS BORDEAUX OCTOBER 2011
    2. 2. PAUL DAWSON• Cambridge University : BA, MA• University of California – Berkeley : MA• Stanford Business School : MBA• Engagement Manager : McKinsey and Company, (Los Angeles)• CEO: Camus International (London, Hong Kong, Tokyo)• Strategy Adviser: (Europe, Asia, Middle East, South America) Email : pdawson@groupeinseec.com Tel: o6 45 54 09 66
    3. 3. LEARNING GOALS• UNDERSTAND BUSINESS STRATEGY• STUDY INTERNATIONAL BUSINESS CASES• LEARN PRACTICAL BUSINESS SKILLS
    4. 4. DOORS CLOSEON TIME….Don’t beLATE!
    5. 5. MORE PRACTICAL SKILLS…• THINKING ON YOUR FEET• THE COLD CALL• THE ELEVATOR PRESENTATION
    6. 6. THE ELEVATOR PRESENTATION....
    7. 7. CLASS DYNAMICS• IT’S A BUSINESS MEETING• PARTICIPATE, CONTRIBUTE and LEARN• PRESENT YOURSELF WELL!
    8. 8. GRADE STRUCTURE• EXAM = 10 POINTS• GROUP PRESENTATION = 5 POINTS• CLASS PARTICPATION = 5 POINTS• PROFESSOR DISCRETION = 3 POINTS• MISSED CLASS = - 2 POINTS• LATE = -1 POINT
    9. 9. MEETING ETIQUETTE• “I don’t know”………….. not acceptable• Franglais ………………. acceptable• Think on your feet• THIS IS A BUSINESS MEETING
    10. 10. BOF!(Not accepted either!)
    11. 11. BUSINESS MEETING RULES• CLOSE YOUR LAPTOP• TURN OFF YOUR PHONE• LISTEN AND EXPRESS YOURSELF• DON’T WAIT TO BE ASKED!
    12. 12. GETTING READY FOR BUSINESS• THINK ON YOUR FEET• HAVE AN OPINION• DON’T WAIT TO BE ASKED……SO LET’S PRACTISE: FIND YOUR VOICE!
    13. 13. ‘MARKETER’S TOOLKIT’‘Ten Strategies You Need to Succeed’ Harvard Business School Press 2006 Amazon.com $17.00
    14. 14. TODAY’S SESSION:TRADITIONAL MARKETING“OLDIES BUT GOODIES” tried and tested marketing tools you must understandCASE STUDY and PRACTICEdeveloping a marketing strategy for a newproduct
    15. 15. WARM UP EXERCISE VIDEO
    16. 16. WARM UP VIDEO
    17. 17. GROUP WARM UP EXERCISE- DIVIDE INTO GROUPS OF FIVE- ELECT A SPOKES-PERSON- YOU ARE USA TALENT AGENCY MARKETERS- HOLD A BRAINSTORM SESSION (10 MINUTES)WHAT FRENCH PRODUCTS OR SERVICESCOULD SUSAN BOYLE ENDORSE?
    18. 18. WHAT IS “STRATEGY”?GOOGLE SEARCH : HOW MANY HITS?
    19. 19. WHAT IS “STRATEGY”?GOOGLE SEARCH : HOW MANY HITS? 2,020,000,000
    20. 20. WHAT IS “GOD”?GOOGLE SEARCH : HOW MANY HITS?
    21. 21. WHAT IS “GOD”?GOOGLE SEARCH : HOW MANY HITS? 1,510,000,000
    22. 22. WHAT IS “SEX”?GOOGLE SEARCH : HOW MANY HITS?
    23. 23. WHAT IS “SEX”?GOOGLE SEARCH : HOW MANY HITS? 3,920,000,000
    24. 24. STRATEGY: more mysterious than GOD; less mysterious than SEX• “GOD” - 1.5 BILLION HITS• “STRATEGY” - 2.02 BILLION HITS• “SEX” - 3.9 BILLION HITSGoogle USA
    25. 25. WARM UP EXERCISE: THE MIND OF A STRATEGIST• WHAT ARE THE THINGS THAT A STRATEGIST HAS TO THINK ABOUT IN A BIG MULTINATIONAL COMPANY ?
    26. 26. STRATEGISTSthink about ALL ASPECTS of change……• PRODUCT • METEOROLGY• CUSTOMER • CLIMATE CHANGE• COMPETITION • GEOGRAPHY• DISTRIBUTION • ECOLOGY• SALES • SOCIOLOGY• MARKETING • DEMOGRAPHICS• FINANCE • ECONOMICS• COSTS • POLITICS• MARGINS • LEGAL• HUMAN RESOURCES • REGULATORY• RAW MATERIALS • TRENDS• PRODUCTION • VALUES• LOGISTICS GOAL: MAXIMIZE PROFITS AND BRAND EQUITY (and…….?)
    27. 27. STRATEGY IS…..“ A long term set of actions designed to achieve a particular goal”.Source: American Business Intelligence
    28. 28. KAMAZON.FR38(NOTAVAILABLE)AMAZON. UKGBP 38MOLLARD?
    29. 29. PETER DOYLE: 5 MARKETING TASKS1. IDENTIFY TARGET CUSTOMERS/MARKETS2. RESEARCH CUSTOMER NEEDS3. DEVELOP UNIQUE PRODUCT4. DETERMINE MARKETING MIX5. MONITOR, MEASURE AND ADJUSTSource: “Marketing Management and Strategy”
    30. 30. DOYLE AND DAWSON: 7 MARKETING TASKS1. BRAINSTORM NEW PRODUCT CONCEPT2. UNDERSTAND COMPETITIVE ENVIRONMENT3. IDENTIFY TARGET CUSTOMERS/MARKETS4. RESEARCH CUSTOMER NEEDS5. DEVELOP UNIQUE PRODUCT6. DETERMINE MARKETING MIX7. MONITOR, MEASURE AND ADJUSTPaul Dawson /Peter Doyle
    31. 31. COMPETITIVE ANALYSIS
    32. 32. MICHAEL PORTER’S 5 FORCES• THREAT OF NEW ENTRANTS• THREAT OF SUBSTITUTES• BARGAINING POWER OF BUYERS• BARGAINING POWER OF SUPPLIERS• INTENSITY OF COMPETITIVE RIVALRY
    33. 33. 5 FORCES IN ACTION• YOU ARE STRATEGIC MANAGERS AT RUINART CHAMPAGNE• YOU ARE CONSIDERING OPENING A FACILITY IN CALIFORNIA…..• WHAT WOULD PORTER SAY?
    34. 34. SWOT ANALYSIS
    35. 35. SWOT ANALYSIS IN ACTION...• YOU ARE STRATEGIC MANAGERS AT A GREY GOOSE VODKA• YOU ARE CONSIDERING LAUNCHING A RUM PRODUCT• WHAT WILL YOUR SWOT LOOK LIKE?
    36. 36. SWOT ANALYSIS IN ACTION...• YOU ARE STRATEGIC MANAGERS AT RENAULT’s INTERNATIONAL CAR DIVISION• YOU ARE CONSIDERING BUILDING A NEW FACTORY IN INDIA…..• WHAT WILL OUR SWOT LOOK LIKE?
    37. 37. THE 4 P’s
    38. 38. MARKETING MIX: 4 P’s• HOW should I describe my product?• HOW MUCH am I going to sell it for ?• WHERE am I going to sell my product?• HOW am I going to tell people about my product?
    39. 39. 4 P’S IN ACTIONYOU ARE MANUFACTURERS OF “HEALTHY”FRUIT-BASED SWEETS FOR CHILDREN….
    40. 40. What’s aUSP?
    41. 41. USP = UNIQUE SELLING PROPOSITION• WHAT MAKES MY PRODUCT UNIQUE?• WHY IS MY PRODUCT DIFFERENT FROM THE COMPETITION?• HOW IS MY PRODUCT / BRAND DIFFERENTIATED ?
    42. 42. BRAND MANAGEMENT STRATEGY• Analyze your market• Know your brand• Understand your customer• Organize, prioritize and allocate resources Nothing revolutionary: classic brand management
    43. 43. FRQUENTLY OVER- USED MARKETING TOOLS• Porter 5 forces• SWOT Analysis• 4 P’s• USE THEM TO DEVELOP YOUR “SO WHAT” See next page
    44. 44. AFRICA: WORLD’S 3RD FASTEST GROWING REGION
    45. 45. WORKING POPULATION CHANGES OVER TIME
    46. 46. GIVE ME THE “SO WHAT”
    47. 47. THE “SO WHAT” TELL ME WHAT IT SAYS…. THEN TELL ME WHAT IT MEANS !
    48. 48. SUMMARY• STRATEGY TOOLS ARE GOOD….• BUT• DON’T JUST REPEAT THE FRAMEWORK• YOUR BOSS WANTS YOUR “SO WHAT”
    49. 49. 7 BASIC MARKETING TASKS1. BRAINSTORM NEW PRODUCT CONCEPT2. UNDERSTAND COMPETITIVE ENVIRONMENT3. IDENTIFY TARGET CUSTOMERS/MARKETS4. RESEARCH CUSTOMER NEEDS5. DEVELOP UNIQUE PRODUCT6. DETERMINE MARKETING MIX7. MONITOR, MEASURE AND ADJUSTPaul Dawson /Peter Doyle
    50. 50. KNOW YOUR CUSTOMER• DEMOGRAPHICS: WHO/ WHERE?• AGE• GENDER• INCOME• LIKES/DISLIKES
    51. 51. SOCIO ECONOMIC CLASSIFICATIONSA Upper Middle ClassB Lower Middle ClassC Working ClassD Lower Class
    52. 52. SOCIO-ECONONOMIC STRUCTURE - USA
    53. 53. LIMITATIONS OF CLASSIFICATION• MOBILITY• BLURRED BOUNDARIES• DUAL INCOMES• INTERNATIONAL COMPARISONS
    54. 54. CUSTOMER SEGMENTATION• GEOGRAPHIC• DEMOGRAPHIC age gender family size marital status sexual orientation income occupation education socio-economic status• PSYCHOGRAPHIC personality lifestyle hobbies values attitudes• BEHAVIORAL perceived benefits end use
    55. 55. GENERATIONS• BABY BOOMERS 1946 - 1965• GENERATION “X” 1960 - 1975• GENERATION “Y” 1980 - (MILLENIALS)
    56. 56. GENERATIONS IN THE USA TODAYGeneration Population Spending PowerBOOMERS 78 MILLION $2.1 TRILLIONGENERATION “X” 41 MILLION $ 125 BILLIONMILLENIALS 73 MILLION $ 73 BILLION Yankelovich, US Census
    57. 57. THE MILLENNIAL MIND Reject “old” Marketing Technology drivenExplore Make their own rules Experiment Share Social Networking
    58. 58. 7 BASIC MARKETING TASKS1. BRAINSTORM NEW PRODUCT CONCEPT2. UNDERSTAND COMPETITIVE ENVIRONMENT3. IDENTIFY TARGET CUSTOMERS/MARKETS4. RESEARCH CUSTOMER NEEDS5. DEVELOP UNIQUE PRODUCT6. DETERMINE MARKETING MIX7. MONITOR, MEASURE AND ADJUSTPaul Dawson /Peter Doyle
    59. 59. MARKET RESEARCH• FORMAL QUANTITATIVE SURVEY• FOCUS GROUPS• INDIVIDUAL INTERVIEWS• INFORMAL DISCUSSIONS
    60. 60. 7 BASIC MARKETING TASKS1. BRAINSTORM NEW PRODUCT CONCEPT2. UNDERSTAND COMPETITIVE ENVIRONMENT3. IDENTIFY TARGET CUSTOMERS/MARKETS4. RESEARCH CUSTOMER NEEDS5. DEVELOP UNIQUE PRODUCT6. DETERMINE MARKETING MIX7. MONITOR, MEASURE AND ADJUSTPaul Dawson /Peter Doyle
    61. 61. BRAND MANAGEMENT STRATEGY• Analyze your market• Know your brand• Understand your customer• Organize, prioritize and allocate resources Nothing revolutionary: classic brand management
    62. 62. RED BULL CASE STUDY
    63. 63. YOU ARE RED BULL STRATEGISTS:• YOU ARE STRATEGISTS for RED BULL ENERGY DRINKS• RED BULL NEEDS TO GROW• BUT ENERGY DRINKS MARKET SATURATED• YOUR CHALLENGE: TO KICK START A NEW GROWTH SPURT FOR RED BULL: – IDENTIFY A BRAND EXTENSION – AVOID CANNIBALIZATION – BUILD ON BRAND PLATFORM• GROW MARKET SHARE AND PROFITS
    64. 64. RED BULL CASE STUDY
    65. 65. AGGRESSIVE PROMOTIONAL ACTIVITY
    66. 66. SIMPLE BUT EFFECTIVE COMMUNICATION“RED BULL GIVES YOU WINGS”
    67. 67. GIVES YOU WINGS….
    68. 68. GIVES YOU WINGS….?
    69. 69. “OWNS” EXTREME SPORTS CATEGORY
    70. 70. LONDON EXTREME AIR RACE
    71. 71. EXTREME AIR RACE : LONDON
    72. 72. LONDON
    73. 73. ISTANBUL
    74. 74. BUDAPEST
    75. 75. NEW YORK
    76. 76. RIO
    77. 77. LAGUNA SECA BIKE RACE
    78. 78. RED BULL EXTREME MOTOR BIKE
    79. 79. RED BULL ‘EXTREME JET RACING’
    80. 80. RED BULL EXTREME SKI JUMP
    81. 81. RED BULL EXTREME SKI
    82. 82. RED BULL EXTREME MARATHON
    83. 83. RED BULL TOBOGGAN
    84. 84. RED BULL EXTREME CLIFF DIVE ACAPULCO
    85. 85. RED BULL EXTREME DIRT BIKE
    86. 86. EXTREMEE CLIFF DIVE - HONG KONG
    87. 87. RED BULL EXTREME SURF - HAWAII
    88. 88. RED BULL EXTREME HELI SURF SKI
    89. 89. RED BULL ROCKET MAN
    90. 90. THE RED BULL GIRLS
    91. 91. MORE RED BULL GIRLS…
    92. 92. AVOID CROWDED ENERGY DRINK SECTOR…
    93. 93. CLASS EXERCISE• NEW PRODUCT CONCEPT NEEDED• CROWDED CATEGORY• HIGHLY COMPETITIVE• MARKET SATURATION REACHED• NEED TO GROW MARKET SHARE• NEED TO AVOID CANNIBALIZATION BRAINSTORM AND DEVELOP NEW PRODUCT CONCEPT GROUP WORK + CLASS PRESENTATION
    94. 94. REBRANDING A CLASSIC FRENCH ICON M1 MARKETING 2011
    95. 95. ICON
    96. 96. ICON
    97. 97. ICON
    98. 98. ICON
    99. 99. ICON
    100. 100. LILLET
    101. 101. ICONIC
    102. 102. TRADITIONAL
    103. 103. TRENDY
    104. 104. SEXY
    105. 105. COCKTAIL CULTURE
    106. 106. LILLET CASE STUDY• LILLET: bought by Pernod Ricard January 2008• 2007 Sales Euros 3.8 million• 2007 Volumes 750,000 bottles per year• Located Podensac, Bordeaux• 7 employees
    107. 107. LILLET (Continued)• 85% wine and 15% fruit liqueur• Liqueur made from: - Spanish sweet oranges - Tahitian bitter oranges - Moroccan green oranges - Peruvian Quinina - Aged in oak barrels
    108. 108. LILLET (continued)• Brazilian monk invented recipe in Louis XVI era• Company founded by Lillet brothers in 1872• Duchess Of Windsor brand champion in 1950’s (Travelled with Lillet in her luggage)• James Bond Secret Agent 007 favourite drink: Casino Royale, Quantum of Solace
    109. 109. LILLET: THE ‘VESPER’ MARTINIPour over 5 ice cubes:• 3 measures Gin• 1 measure Vodka• Half measure Lillet• One large lemon zest“Shaken, not stirred” ( A movie classic)
    110. 110. HOMEWORK BRIEFING : REPOSITIONING LILLETYOUR BOSS WANTS TO TEST A LILLETRELAUNCH IN BORDEAUXHOW CAN YOU REPOSITION THIS BRANDFOR MILLENNIALS?DO SOME MARKET RESEARCH!HOW TO RELAUNCH THIS OLD BRAND FORA NEW GENERATION?DIVIDE INTO GROUPS OF 4-6 PEOPLE
    111. 111. YOUR PRESENTATION SHOULD INCLUDE….• MARKET RESEARCH RESULTS• NEW BRAND POSITIONING• IDEAS FOR ADVERISING AND PROMOTION• NEW PACKAGING? BE AS CREATIVE AS YOU WANT! BRING GROUP PRESENTATION ON USB KEY AND A PAPER COPY TO NEXT CLASS. BE READY TO PRESENT!
    112. 112. HISTORY 4 P’s SWOTPORTER(PS: I LIKE MUSIC AND VIDEO AND COLOURFUL IMAGES!)

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