mba570.marapr09.class3

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Slide for class number 3. Video links for class 3:

Twitter Videos
http://www.commoncraft.com/twitter
http://current.com/items/89891774/twouble_with_twitters.htm
http://current.com/items/89891774/twouble_with_twitters.htm

4am Coincidences
http://www.ted.com/index.php/talks/rives_on_4_a_m.html

Remarkable Marketing
http://www.ted.com/index.php/talks/seth_godin_on_sliced_bread.html

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mba570.marapr09.class3

  1. 1. + MBA/570 Sustainable Customer Relationships March / April 2009
  2. 2. + Agenda Housekeeping  Marketing in the news  Workshop 2 review: major concepts  Discussion: Z-Wing marketing plan  Weekly inspiration: remarkable marketing  Next time…  MAR / APR 2009
  3. 3. In the News
  4. 4. + Marketing in the news Sneaky car marketing  MAR / APR 2009
  5. 5. + Marketing in the news Sneakier car marketing  MAR / APR 2009
  6. 6. Twitter 101
  7. 7. Source: http://www.commoncraft.com/twitter
  8. 8. Source: http://www.ted.com/talks/view/id/473
  9. 9. +
  10. 10. A Branding Story
  11. 11. + Top 10 Brand Recognition Think about brands or names Coca-cola 1. Sony of products and services you 2. Toyota 3. know. Considering Dell 4. everything, which three brands Ford 5. do you consider the best? Kraft 6. Pepsi 7. Microsoft 8. Apple 9. Honda 10. MAR / APR 2009
  12. 12. MAR / APR 2009
  13. 13. + The Pepsi Challenge If people like the taste of Pepsi better, why do they  drink Coke? If people like Dunkin’ Donuts coffee better why do  they drink Starbucks? MAR / APR 2009
  14. 14. +
  15. 15. + The Pepsi Challenge fMRI Give us a clue  When people know the  brand they are drinking, they prefer Coca Cola Impact shown in the pre-  frontal cortex MAR / APR 2009
  16. 16. + Workshop II Review MAR / APR 2009
  17. 17. The Perfect Pepsi
  18. 18. + The Marketing Mix The 4 P’s  MAR / APR 2009
  19. 19. Spaceman 3000 From Pluto Eight Arms to Would I lie to Hold You You?
  20. 20. NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL • What is a New Product?  Newness Compared with Existing Products  Newness in Legal Terms (Regular Distribution?) • Regular Distribution  Newness from the Company’s Perspective MAR / APR 2009 Slide 10-16
  21. 21. Sony’s PlayStation 2 and Microsoft’s Xbox How does the term “new” apply? PS2 Xbox MAR / APR 2009 Slide 10-17
  22. 22. FIGURE 10-BWhat it takes to launch one commercially successful new product MAR / APR 2009 Slide 10-22
  23. 23. + Multi-Channel Marketing MAR / APR 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
  24. 24. + Multichannel Marketing What is it?  NFL & NFLshop.com  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  25. 25. NFL Fantasy Football MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  26. 26. NFL Weekly Update E-Mail
  27. 27. NFL Commercial
  28. 28. NFL Shop Catalog
  29. 29. NFLSHOP.COM
  30. 30. Facebook Advertisement
  31. 31. The Next E-Mail
  32. 32. + Putting it all together Web – Fantasy Football  He likes the Steelers  E-Mail – weekly game preview  Television – Steelers gear commercial  Direct mail – customized catalog  NFLShop.com – more customization  Facebook – discount for abandoned shopping cart  E-Mail – game preview with gear advertisement  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  33. 33. + Multichannel Marketing Multiplier Web – Fantasy Football  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  34. 34. FIGURE 21-5 Why consumers shop and buy online MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-30
  35. 35. + The Long Tail The internet opens new markets by aggregation  MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  36. 36. + The Long Tail MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  37. 37. FIGURE 21-1 Trend in online shoppers and online retail sales revenue in the United States MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-7
  38. 38. FIGURE 21-2 Website design elements that drive customer experience MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-15
  39. 39. Harley-Davidson What customer experience is created by its website? MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-16
  40. 40. FIGURE 21-3 Internet access at home among U.S. households MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-21
  41. 41. FIGURE 21-4 Online consumer retail sales by product/service category: 2003 and 2007 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-28
  42. 42. MULTICHANNEL MARKETING TO THE ONLINE CONSUMER • Integrating and Leveraging Multiple Channels with Multichannel Marketing  Dual Distribution  Multichannel Retailers Multichannel Marketing MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-41
  43. 43. FIGURE 21-6 Implementing multichannel marketing with promotional websites MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009 Slide 21-44
  44. 44. One More Example… MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS MAR / APR 2009
  45. 45. +
  46. 46. + Marketing Research The biggest error people make in interpreting research MAR / APR 2009
  47. 47. Ice Cream & Shark Attacks shark attacks ice cream sales
  48. 48. Correlation ≠ Causation
  49. 49. + Marketing Planning MAR / APR 2009
  50. 50. FIGURE 22-2 The strategic marketing process: actions and information MAR / APR 2009 Slide 22-13
  51. 51. FIGURE A The strategic marketing phases and corresponding output reports MAR / APR 2009 Slide 22-14
  52. 52. THE PLANNING PHASE OF THE STRATEGIC MARKETING PROCESS • The Variety of Marketing Plans  Long-Range Marketing Plans  Annual Marketing Plans MAR / APR 2009 Slide 22-15
  53. 53. FIGURE 22-3 Steps a large consumer packaged goods firm takes in developing its annual marketing plan MAR / APR 2009 Slide 22-16
  54. 54. + Porter’s four generic business strategies MAR / APR 2009
  55. 55. + Porter’s four generic business strategies Cost Leadership – Differentiation – Cost Focus – Differentiation Focus MAR / APR 2009
  56. 56. + Porter’s Competitive Threat Landscape MAR / APR 2009
  57. 57. + SWOT Analysis MAR / APR 2009
  58. 58. The Product Life Cycle MAR / APR 2009
  59. 59. Overlap of Life Cycle for Products A and B WINDOWS 3.1 WINDOWS 95 1991 1995 1996 1997
  60. 60. + Yoplait Case Study MAR / APR 2009
  61. 61. + Yoplait Case Study Why do you eat yogurt?  Because it tastes good: 48%.  For weight watching: 18%.  To maintain good health: 12%.  Where is yogurt in the PLC?  MAR / APR 2009
  62. 62. + Z-Wing Marketing Plan Discussion MAR / APR 2009
  63. 63. + Z-Wing Marketing Discussion Group C: Market Summary, SWOT Analysis, Competition  Group E: Product Offerings, Keys to Success, Critical  Issues Group F: Historical Results, Macro environment, Mission,  Mktg. Objectives Group B: Financial Objectives, Target Markets,  Positioning Group A: Strategies, Marketing Mix (4P’s), Marketing  research Group D: Financials (sales & break even),  Implementation, Contingency Planning MAR / APR 2009
  64. 64. + Remarkable Marketing MAR / APR 2009
  65. 65. +
  66. 66. + Create customer feedback loops MAR / APR 2009
  67. 67. + Customer feedback loops How does your company solicit feedback?  Surveys  Customer service  Returns  Share of voice  Brand recognition  MAR / APR 2009
  68. 68. + Six Sigma DMAIC  Design – Measure – Analyze – Improve - Control  MAR / APR 2009
  69. 69. + Concept Review Select appropriate product development initiatives  Create product implementation plans across  organization functions Create customer feedback loops  Develop metrics to track implementation and product  performance MAR / APR 2009
  70. 70. + Next Time. . . Understanding customer value  Classic Airlines Problem Definition  in class – classic airlines benchmarking  Field trip?  MAR / APR 2009
  71. 71. + Information Density “I have only made this letter longer because I have not had the time to make it shorter.” Blaise Pascal, (1623-1662) Lettres provinciales. MAR / APR 2009

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